Publication detail

Customers’ Behaviour According to Their Reaction on Communication of Vegetarianism in Czech Republic

MILICHOVSKÝ, F. MRÁČEK, P.

Original Title

Customers’ Behaviour According to Their Reaction on Communication of Vegetarianism in Czech Republic

Type

conference paper

Language

English

Original Abstract

Lot of people in the whole world prefer kind of healthy life. In last decade they are increase the number because of different health problems such higher sensitiveness of lactose or gluten. These reasons lead to preferring vegetarianism as alimentary way in human being. In connection with marketing communication tools there could be made strong impact on behaviour of customers in the process of decision making process. Main objective of the paper is to find connection between marketing communication tools and suggestions of vegetarianism. Therefore, there was defined hypothesis, that there exist relationship between vegetarianism knowledge and marketing communication utensil. To confirm this hypothesis there was used questionnaire survey as primary research. Whole survey was focused on the topic of nutrition tendencies in group of young people (age from 15 to 30) according to their gender. There were asked 1597 persons to participate in the primary research. From this amount we receive 351 questionnaires, what mean 21,98% returned forms. The data were processed by application of statistical software IBM SPSS Statistics 25.

Keywords

Marketing communication tools, vegetarianism, veganism, customer’s behaviour

Authors

MILICHOVSKÝ, F.; MRÁČEK, P.

Released

6. 5. 2019

Publisher

University of SS. Cyril and Methodius in Trnava

Location

Smolenice, SK

ISBN

978-80-8105-984-1

Book

Marketing Identity 2018: Digital Mirrors - part I.

Edition

Čábyová L., Rybanský R., Bezáková Z.

Pages from

390

Pages to

397

Pages count

8

URL

https://fmk.sk/download/Marketing-Identity-Digital-Mirrors-I.pdf

BibTex

@inproceedings{BUT157207,
  author="František {Milichovský} and Pavel {Mráček}",
  title="Customers’ Behaviour According to Their Reaction on Communication of Vegetarianism in Czech Republic",
  booktitle="Marketing Identity 2018: Digital Mirrors - part I.",
  year="2019",
  series="Čábyová L., Rybanský R., Bezáková Z.",
  pages="390--397",
  publisher="University of SS. Cyril and Methodius in Trnava",
  address="Smolenice, SK",
  isbn="978-80-8105-984-1",
  url="https://fmk.sk/download/Marketing-Identity-Digital-Mirrors-I.pdf"
}