Marketing communication effects on the specific segment of Czech singles
ČlánekOtevřený přístuppeer-reviewedpublishedDatum publikování
2016
Vedoucí práce
Oponent
Název časopisu
Název svazku
Vydavatel
Univerzita Pardubice
Abstrakt
The purpose of this article is to present a research on Czech singles from the marketing communication point of view. Article determinates the theoretical concept of integrated marketing communication in the introductory section. Further the results of descriptive and exploratory analysis describes segment from marketing potential perspective. For the purpose of collecting data, the survey method was chosen with the use of online self-administrated questionnaire. The final sample consists of 309 respondents living voluntarily single. The data were analysed by SPSS software. Descriptive statistics showed high persuasive effect of recommendations, competition and sales and loyalty programs. Mobile advertising and promotional events had the lowest effect. Factor analysis disclosed two underlying factors. These factors explained structure in the data and showed important similarities with theoretical categorisation of communication mix.
Rozsah stran
p. 141-151
ISSN
1211-555X (Print)
1804-8048 (Online)
1804-8048 (Online)
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Projekt
Zdrojový dokument
Scientific papers of the University of Pardubice. Series D, Faculty of Economics and Administration. 36/2016
Vydavatelská verze
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open access
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Klíčová slova
consumer behaviour, communication mix, factor analysis, marketing communication, market segmentation, singles