Beyond data: strategically leveraging consumer metrics and market signals of business prosperity in the context of marketing communications
Beyond data: strategically leveraging consumer metrics and market signals of business prosperity in the context of marketing communications

Summary/Abstract: In the dynamic environment of global markets, understanding the complexity of the relationships between economic indicators and consumer behaviour, which can be deliberately influenced by targeted communication activities, is becoming a decisive competitive advantage in achieving economic prosperity for businesses. The aim of the study is, based on market data correlation, to explain and approach the interrelations of selected economic attributes and metrics of consumer behaviour. The inquiry is conducted in the scope of optimisation determination of the allocation of the purchase gradient of a business unit in the context of maximising the effect of communication and service activities oriented towards achieving economic prosperity of the business entity. The focus of the study reflects the application of the interconnectivity of market predisposition, characteristics of the target group and geographic servicing in the form of localisation of the business unit in the paradoxical situational model of Hotelling’s Law. The result of the study confirms the leveraging effect of transactional increase and the rationale of localised communication effect for influencing consumers’ purchase decision-making processes in the purchase pairing of a business unit.

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