Influence of communication tools on customer behaviour within a food product after declared consumption date in global

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dc.contributor.authorMráček, Pavelcs
dc.contributor.authorMilichovský, Františekcs
dc.coverage.issue1cs
dc.coverage.volume92cs
dc.date.issued2021-01-13cs
dc.description.abstractResearch background: Marketing communication should catch the attention of target customers, who pay attention to advertisements to make an interest in product, service, brand, or company. Marketing communication can impact customers behaviour in food choice due to association with personal identity, which is important interpersonal communication to others. Purpose of the article: Customers purchase a lot of food with no matter the possibility of consumption. Therefore, a lot of foods are wasted or degraded for consumption, because of health risks. It is necessary to influence target customers and change their mind setup and their purchasing behaviour in global retail chains. Methods: As primary research, a questionnaire survey was used. For the survey was asked 1042 persons to participate. From asked persons, we receive 451 questionnaires, which mean 43,28 %. In the amount of returned questionnaires, we had to remove 23 lists as incomplete. The total complete forms were 428 (41,08 % of asked). For the evaluation of gained data, there was applied Pearson’s chi-square test for independence of variables. Findings & Value added: Customers behave according to the presented message in communication tools, which they believe. Therefore, it is possible to use communication tools on the way of recipient behaviour cultivation. The main objective of the paper is to find a connection between marketing communication tools and customer behaviour within food products after the declared consumption date. For evaluation, there were used five variables of customer behaviour with food, and seven chosen marketing communication tools. From 35 possible connections, we found out dependencies for ten relations.en
dc.formattextcs
dc.format.extent1-7cs
dc.format.mimetypeapplication/pdfcs
dc.identifier.citationSHS Web of Conferences. 2021, vol. 92, issue 1, p. 1-7.en
dc.identifier.doi10.1051/shsconf/20219206023cs
dc.identifier.issn2261-2424cs
dc.identifier.orcid0000-0002-4219-0987cs
dc.identifier.orcid0000-0003-3845-4633cs
dc.identifier.other167722cs
dc.identifier.researcheridJ-2740-2019cs
dc.identifier.scopus56403434600cs
dc.identifier.urihttp://hdl.handle.net/11012/196457
dc.language.isoencs
dc.publisherEDP Sciencescs
dc.relation.ispartofSHS Web of Conferencescs
dc.relation.urihttps://www.shs-conferences.org/articles/shsconf/pdf/2021/03/shsconf_glob20_06023.pdfcs
dc.rightsCreative Commons Attribution 4.0 Internationalcs
dc.rights.accessopenAccesscs
dc.rights.sherpahttp://www.sherpa.ac.uk/romeo/issn/2261-2424/cs
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/cs
dc.subjectmarketing communication toolsen
dc.subjectfood producten
dc.subjectdate of consumptionen
dc.subjectglobal retailen
dc.subjectcustomer behavioren
dc.titleInfluence of communication tools on customer behaviour within a food product after declared consumption date in globalen
dc.type.driverconferenceObjecten
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen
sync.item.dbidVAV-167722en
sync.item.dbtypeVAVen
sync.item.insts2025.02.03 15:43:37en
sync.item.modts2025.01.17 18:42:04en
thesis.grantorVysoké učení technické v Brně. Fakulta podnikatelská. Ústav managementucs
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