Consumer perception of the impact of innovative marketing resulting from implementation of Industry 4.0
Consumer perception of the impact of innovative marketing resulting from implementation of Industry 4.0

Author(s): Otakar Ungerman, Jaroslava Dědková
Subject(s): Marketing / Advertising, ICT Information and Communications Technologies
Published by: Masarykova univerzita nakladatelství
Keywords: innovative marketing; industry 4.0; digitalization; impact of marketing innovations;
Summary/Abstract: In present-day marketing, thanks to the gradual implementation of Industry 4.0, there are many fundamental changes. The theoretical part of this contribution presents innovative marketing tied to Industry 4.0. However, the main benefit is in identification of the impacts of these innovative marketing tools on consumers. A primary research study was conducted, which consisted of qualitative collection of data, to which quantitative collection of data corresponded. The result of the first part of the research was identification of 13 impacts of innovative marketing. These impacts were the subject of quantitative research, where importance was determined using scale questions. The evaluation was carried out with the aid of descriptive statistics, from which it as apparent that nine impacts in all indicators were perceived as very important. The standard deviation and coefficient of variation confirmed that the respondents agreed in evaluation of twelve impacts. This was followed by evaluation with the aid of statistical induction, which was intended to uncover the differences in evaluation of respondents divided according to education, age, gender and home size. A statistically significant difference in responses among respondents of different education levels and age. While it is debatable whether the impacts of these consumers are only a consequence of marketing innovations, or a comprehensive implementation of industry 4.0, it is pushing research and the evaluation of the issue forward.

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