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

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...

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Hauptverfasser: Klepek, Martin, Matušínská, Kateřina
Format: Tagungsbericht
Sprache:eng
Schlagworte:
Behaviorism
Communication studies
Human Resources in Economy
Individual Psychology
Marketing / Advertising
Social psychology and group interaction
Theory of Communication
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Zusammenfassung: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.
ISSN:1339-5726
1339-5726