DOES BUYING BEHAVIOUR AFFECT HOW PERSUASIVE CERTAIN MARKETING COMMUNICATION TOOLS ARE? CASE OF CZECH SINGLE-LIVING CONSUMERS.
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
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.
Authors and Affiliations
Martin Klepek, Kateřina Matušínská
Keywords
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