APPLICATION OF REGRESSION MODELS IN ANALYSIS OF THE ADVERTISEMENT'S IMPACT ON CONSUMER'S DECISION MAKING PROCESS
APPLICATION OF REGRESSION MODELS IN ANALYSIS OF THE ADVERTISEMENT'S IMPACT ON CONSUMER'S DECISION MAKING PROCESS
Author(s): Mariola Chrzanowska, Joanna ChudzianSubject(s): Economy, Methodology and research technology, Marketing / Advertising
Published by: Szkoła Główna Gospodarstwa Wiejskiego w Warszawie
Keywords: regression; consumer's decision making process; advertising; AIDA model;
Summary/Abstract: Consumer's behaviour in the market is a widely studied and analysed problem. Complexity of social, economic and psychological determinants that influence consumer's decision process is a reason for multilevel and multi-factor approaches to analyse this problem. Therefore the aim of this paper is to describe application of parametric regression model for the effectiveness of advertising. The study described is based on a survey covering 550 consumers of dairy product, all of age over 15 and living in one of the nine biggest Polish agglomerations. Built models were examined and verified statistically. Obtained results clearly show that the approach chosen to describe AIDA model is an appropriate method for analysing impact of advertisement on consumer's decision making process.
Journal: Metody Ilościowe w Badaniach Ekonomicznych
- Issue Year: XV/2014
- Issue No: 2
- Page Range: 64-73
- Page Count: 10
- Language: English