DOES BUYING BEHAVIOUR AFFECT HOW PERSUASIVE CERTAIN MARKETING COMMUNICATION TOOLS ARE? CASE OF CZECH SINGLE-LIVING CONSUMERS.
DOES BUYING BEHAVIOUR AFFECT HOW PERSUASIVE CERTAIN MARKETING COMMUNICATION TOOLS ARE? CASE OF CZECH SINGLE-LIVING CONSUMERS.
Author(s): Martin Klepek, Kateřina MatušínskáSubject(s): Communication studies, Theory of Communication, Individual Psychology, Social psychology and group interaction, Behaviorism, Marketing / Advertising, Human Resources in Economy
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Consumer behaviour; Marketing communication; Marketing research; Singles;
Summary/Abstract: The aim of this paper is to describe relations between reported buying behaviour among Czech singles and their admitted influence of specific marketing communication tools on their purchase decision process. This study involved a quantitative research where 702 single living persons with own income participated in self-administrated questionnaire. Data was obtained through two independent online panels. We used Chi-square to process the data and determine which type of 3 buying behaviour significantly affects attitudes towards 8 specific marketing communication tools. We found 12 cases where marketing communication influence differs according to stated behaviour characteristics.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/2
- Page Range: 92-106
- Page Count: 15
- Language: English
