How Marketing Instruments Affect Consumer Behavior in Times of Economic Turbulence

Abstract

This article analyzes the behavioural changes in groups of consumers and households on the market with individual commodities, based on the classifi cation of individual reasonable consumption. Consumers expressed the degree of infl uence in their decision-making on satisfying their needs through selected key marketing factors such as price, brand, quality, habits and experience, advertising, recommendation from friends and relatives, packaging, discounts, new items, and so on. The analysis sought to determine whether the changes in the economic situation in the Czech Republic have an impact on the degree of marketing instrument infl uence on consumer behavior and decision-making. To express the degree of infl uence 10 point opinion scale is used. Thanks to the investigation taking place in 2007 with 609 respondents and in 2013 with 516 respondents, it was possible, it was possible to deal with the search for evidence of diff erences in the importance of individual factors using the Wilcoxon test. In 2013, attention was also paid to the degree of infl uence of some marketing tools such as price, quality and discount events on consumer behavior and decision-making in selected groups of households created by diff erent income levels and diff erent level of education achieved by the head of the household. The infl uence is expressed by radial graphs.

Overcoming the Uncertainty in the Du-Pont Graph of Profitability

“…Understanding the principles of business profi tability has been a longstanding domain of interest for researchers (see, e.g., Wu et al (2010), Tecles (2010), and Thomas (2011)). Consumers expressed the degree of infl uence in their decisionmaking on satisfying their needs through selected key marketing factors such as price, brand, quality, habits and experience, advertising, recommendation from friends and relatives, packaging, discounts, new items, and so on Birčiaková et al (2014). Research documents of the DuPont components of represent an incremental information source about the operating aspects of a fi rm.…”

Αξιολόγηση Προγραμμάτων Μη Τυπικής Περιβαλλοντικής Εκπαίδευσης

“…Σε ερευνητικό επίπεδο, σημαντική είναι η αξιολόγηση του μάρκετινγκ (marketing assessment) καθώς συλλέγει δεδομένα, προχωρά στη στατιστική ανάλυσή τους και τέλος προτείνει κατευθύνσεις για βελτίωση του (Shao et al, 2014). Τα εργαλεία μάρκετινγκ χρησιμοποιούνται στη συμπεριφορά του καταναλωτή (Birčia ová et al, 2014;Prowse et al, 2018), τις προτιμήσεις (Heller & Ahmed, 1997) και την ικανοποίησή του από υπηρεσίες (Noel et al, 2018;van der Aa et al, 2015).…”