How Marketing Instruments Affect Consumer Behavior in Times of Economic Turbulence

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F14%3A00230121" target="_blank" >RIV/62156489:43110/14:00230121 - isvavai.cz</a>

Výsledek na webu

<a href="http://dx.doi.org/10.11118/actaun201462061257" target="_blank" >http://dx.doi.org/10.11118/actaun201462061257</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.11118/actaun201462061257" target="_blank" >10.11118/actaun201462061257</a>

Jazyk výsledku

angličtina

Název v původním jazyce

How Marketing Instruments Affect Consumer Behavior in Times of Economic Turbulence

Popis výsledku v původním jazyce

This article analyzes the behavioural changes in groups of consumers and households on the market with individual commodities, based on the classifi cation of individual reasonable consumption. Consumers expressed the degree of infl uence in their decision-making on atisfying their needs through selected key marketing factors such as price, brand, quality, habits and experience, advertising, recommendation from friends and relatives, packaging, discounts, new items, and so on. The analysis sought to determine whether the changes in the economic situation in the Czech Republic have an impact on the degree of marketing instrument infl uence on consumer behavior and decision-making. To express the degree of infl uence 10 point opinion scale is used. Thanks to the investigation taking place in 2007 with 609 respondents and in 2013 with 516 respondents, it was possible, it was possible to deal with the search for evidence of diff erences in the importance of individual factors using the Wil

Název v anglickém jazyce

How Marketing Instruments Affect Consumer Behavior in Times of Economic Turbulence

Popis výsledku anglicky

This article analyzes the behavioural changes in groups of consumers and households on the market with individual commodities, based on the classifi cation of individual reasonable consumption. Consumers expressed the degree of infl uence in their decision-making on atisfying their needs through selected key marketing factors such as price, brand, quality, habits and experience, advertising, recommendation from friends and relatives, packaging, discounts, new items, and so on. The analysis sought to determine whether the changes in the economic situation in the Czech Republic have an impact on the degree of marketing instrument infl uence on consumer behavior and decision-making. To express the degree of infl uence 10 point opinion scale is used. Thanks to the investigation taking place in 2007 with 609 respondents and in 2013 with 516 respondents, it was possible, it was possible to deal with the search for evidence of diff erences in the importance of individual factors using the Wil

Druh

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

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2014

Kód důvěrnosti údajů

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

Název periodika

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

ISSN

1211-8516

e-ISSN

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Svazek periodika

62

Číslo periodika v rámci svazku

6

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

7

Strana od-do

1257-1263

Kód UT WoS článku

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EID výsledku v databázi Scopus

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