The consumer preferences and behavior should be considered with the purpose to implement marketing strategies in today's world successfully. It is crucial to understand how consumers find information and how the consumer decision-making process develops in time. Therefore, for advertisers, considering the behavior of their target audience is of paramount importance. Integrated marketing communication programs reflect the way online search and traditional and new media, such as smartphones, TV, and social media, influence consumer decision-making. Young consumers, often referred to as generations Y and Z, are very different from previous generations in terms of multimedia content consumption and their perception of television advertising. This paper aims at providing insights into this behavior, including actions that follow-up as a response to television advertising. Results of a quantitative study performed on a sample of 135 university students from Slovakia using a six-component behavior explanation model. The results reveal that it still can be beneficial to include television advertisements in the communication mix aimed at these young consumers. The investments in TV advertising campaigns could pay off. The advertisers and their agencies should respect the role of high search visibility in this process. In this case, the messages contained in TV advertisements have the potential to influence the purchasing behavior of young consumers. Thanks to achieving top ranking for the relevant brand, product, and campaign-related keywords, communication campaigns can become truly integrated. Thus, the component of search visibility directly influences the efficiency of marketing communication, contributing to enhanced business performance. Suggestions towards the optimization of the delivery of communication campaigns featuring TV advertising should target these consumers are presented based on the generated knowledge about their attitude towards and consumption of TV ads and subsequent behaviors. Keywords: consumer behavior, information research, integrated marketing communication, search visibility, television advertising, Slovakia.
Wine is a specific product in which the consumer expects an extended level of satisfaction. This applies to such characteristics as the quality of the wine, the variety, its balance, the enjoyment of its consumption. That is why consumers often pay attention to things such as the brand image, the wine-growing region, the year of production or awards from prestigious exhibitions when choosing this type of product. The aim of this paper is to identify important factors when choosing a wine, and develop recommendations for small winery Alora regarding generational-based segmentation. The study revealed that members of Generation Y drink wine more often, they like modern labels and the label of the Alora winery attracted them more than Generation X. Generation X looks like a suitable target group because it appreciates the domestic origin, wine-growing area, and other factors, which a small winery meets or can adapt to.
Wine is a specific product with a high level of differentiation according to the attributes on the basis of which consumers decide on its choice. These attributes include taste, price, brand, country of origin or vine variety. At present, ethical consumerism is gaining prominence and consumers are more interested in the impact of their behavior on society and the environment, which is another factor in their wine purchasing decisions. Opportunities for winemakers can also be the use of experiential marketing tools, which allows consumers to directly experience an unconventional brand experience. The aim of the paper is to point out current trends in the wine industry and to present the results of a survey focused on knowledge of wine events. The aim of the survey was also to create a typology of consumers in terms of their attitudes to wine and to identify interest in events organized by wine producers in Slovakia.
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