Marketing communication: loyalty to grocery stores built on flyers

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F13%3A00204172" target="_blank" >RIV/62156489:43110/13:00204172 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Marketing communication: loyalty to grocery stores built on flyers

Popis výsledku v původním jazyce

This paper presents partial results of research based on consumer preferences when shopping for food. It is focused on the area of marketing communication and loyalty to grocery stores build on flyers. The main objective of this paper is to determine which consumers are influenced by flyers and which consumers are shopping for food according the information found in these flyers. The next objectives are to define which parameters are crucial for consumer when choosing his grocery store and to find a differences between consumers in different age or consumers of different gender in terms of influence by flyers. The results are based on questionnaire survey that was conducted within the period from 2011 to 2013 on a sample of 4835 respondents from the Czech Republic, via online questionnaires. For the data collection the questionnaire system ReLa, developed by the Department of Marketing and Trade at Faculty of Business and Economics at Mendel University in Brno, was used. Data was proce

Název v anglickém jazyce

Marketing communication: loyalty to grocery stores built on flyers

Popis výsledku anglicky

This paper presents partial results of research based on consumer preferences when shopping for food. It is focused on the area of marketing communication and loyalty to grocery stores build on flyers. The main objective of this paper is to determine which consumers are influenced by flyers and which consumers are shopping for food according the information found in these flyers. The next objectives are to define which parameters are crucial for consumer when choosing his grocery store and to find a differences between consumers in different age or consumers of different gender in terms of influence by flyers. The results are based on questionnaire survey that was conducted within the period from 2011 to 2013 on a sample of 4835 respondents from the Czech Republic, via online questionnaires. For the data collection the questionnaire system ReLa, developed by the Department of Marketing and Trade at Faculty of Business and Economics at Mendel University in Brno, was used. Data was proce

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2013

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Journal of International Scientific Publications: Media and Mass Communication

ISSN

1314-8028

e-ISSN

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Svazek periodika

2

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

BG - Bulharská republika

Počet stran výsledku

11

Strana od-do

347-356

Kód UT WoS článku

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EID výsledku v databázi Scopus

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