An Impact of Reverse Logistics Activities on Marketing Communication

Abstract

The topic of reverse logistics has become very actual due the requirements of highly competitive market. This importance is made by significance of condition for environment-friendly production and purchasing around the world. Individual activities, which are included in reverse logistics, support entrepreneurs in their competitiveness to other companies and to own customers. The objective of the paper is to find relationship between marketing communication tool and activities of reverse logistics on behaviour of final customers in Czech Republic. A theoretical background from the area of reverse logistics supports this approach with data from primary research collected by the author. A data from primary research was used. The entire primary research focused on the evaluation of customers' perception in the area of reverse logistics in the Czech Republic by a questionnaire survey. Sample population was created by 1266 consumers' respondents, which were chosen in random way. There were returned questionnaires from 332 respondents. Questionnaire itself was distributed by only platform, during June 2016. The research itself was aimed at a random chosen group of people in the Czech Republic. Findings of the research shows connection of individual activities of reverse logistics and individual communication tools, which are well-accepted on customer side. The result of the research can be used for the companies that operate in the Czech or Central European market.

Logística reversa de embalagens de agrotóxicos

“…Embora o período de busca contemple as publicações de 2008 a 2018, os artigos recuperados que tratam do tema em estudo são relativos ao período 2011-2017, com destaque para 2013, 2014e 2016. No tocante aos países com maior destaque para publicação de artigos voltados para o uso de agrotóxicos e/ou logística reversa de suas embalagens, o Brasil contabilizou 15,5% das publicações, seguido da China, com 11,5%, Grécia, 11,0%, República Checa, 9,2%, Colômbia, 8,6% e Índia, 8%.…”

“…Nessa sequência, destaca-se um estudo desenvolvido na Venezuela, que aponta a necessidade da logística reversa em setores produtivos como agricultura e serviços (GARCÍA-RODRÍGUEZ et al, 2013). Nessas atividades, pode-se observar a baixa adoção dessa ferramenta pelo meio produtivo, apesar dos fatores favoráveis, considerando-se as relações de mercado altamente competitivo, marcadas pelos processos de produção e compras serem favoráveis ao meio ambiente em uma dimensão universal (MILICHOVSKÝ, 2017).…”