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Statements

Subject Item
n2:RIV%2F62156489%3A43110%2F13%3A00204172%21RIV14-MSM-43110___
rdf:type
skos:Concept n11:Vysledek
dcterms:description
This paper presents partial results of research based on consumer preferences when shopping for food. It is focused on the area of marketing communication and loyalty to grocery stores build on flyers. The main objective of this paper is to determine which consumers are influenced by flyers and which consumers are shopping for food according the information found in these flyers. The next objectives are to define which parameters are crucial for consumer when choosing his grocery store and to find a differences between consumers in different age or consumers of different gender in terms of influence by flyers. The results are based on questionnaire survey that was conducted within the period from 2011 to 2013 on a sample of 4835 respondents from the Czech Republic, via online questionnaires. For the data collection the questionnaire system ReLa, developed by the Department of Marketing and Trade at Faculty of Business and Economics at Mendel University in Brno, was used. Data was processed with statistical software STATISTICA (ver. 10). The results show that czech consumers are strongly influenced by flyers when shopping for food and also the flyers should be not only low price oriented, because consumers are most focused on information about fresh goods, quality of the goods and wide range of goods offered. This paper presents partial results of research based on consumer preferences when shopping for food. It is focused on the area of marketing communication and loyalty to grocery stores build on flyers. The main objective of this paper is to determine which consumers are influenced by flyers and which consumers are shopping for food according the information found in these flyers. The next objectives are to define which parameters are crucial for consumer when choosing his grocery store and to find a differences between consumers in different age or consumers of different gender in terms of influence by flyers. The results are based on questionnaire survey that was conducted within the period from 2011 to 2013 on a sample of 4835 respondents from the Czech Republic, via online questionnaires. For the data collection the questionnaire system ReLa, developed by the Department of Marketing and Trade at Faculty of Business and Economics at Mendel University in Brno, was used. Data was processed with statistical software STATISTICA (ver. 10). The results show that czech consumers are strongly influenced by flyers when shopping for food and also the flyers should be not only low price oriented, because consumers are most focused on information about fresh goods, quality of the goods and wide range of goods offered.
dcterms:title
Marketing communication: loyalty to grocery stores built on flyers Marketing communication: loyalty to grocery stores built on flyers
skos:prefLabel
Marketing communication: loyalty to grocery stores built on flyers Marketing communication: loyalty to grocery stores built on flyers
skos:notation
RIV/62156489:43110/13:00204172!RIV14-MSM-43110___
n11:predkladatel
n12:orjk%3A43110
n3:aktivita
n15:S
n3:aktivity
S
n3:cisloPeriodika
2
n3:dodaniDat
n7:2014
n3:domaciTvurceVysledku
n4:6119786
n3:druhVysledku
n16:J
n3:duvernostUdaju
n13:S
n3:entitaPredkladatele
n17:predkladatel
n3:idSjednocenehoVysledku
86407
n3:idVysledku
RIV/62156489:43110/13:00204172
n3:jazykVysledku
n18:eng
n3:klicovaSlova
loyalty; flyers; consumer behaviour; grocery stores
n3:klicoveSlovo
n10:loyalty n10:grocery%20stores n10:consumer%20behaviour n10:flyers
n3:kodStatuVydavatele
BG - Bulharská republika
n3:kontrolniKodProRIV
[B245F8EF2360]
n3:nazevZdroje
Journal of International Scientific Publications: Media and Mass Communication
n3:obor
n14:AE
n3:pocetDomacichTvurcuVysledku
1
n3:pocetTvurcuVysledku
2
n3:rokUplatneniVysledku
n7:2013
n3:svazekPeriodika
2
n3:tvurceVysledku
Kalábová, Jitka Netopil, Tomáš
s:issn
1314-8028
s:numberOfPages
11
n6:organizacniJednotka
43110