Publication detail

Influence of in-store marketing and customers' behaviour in outdoor shops

MRÁČEK, P. MILICHOVSKÝ, F.

Original Title

Influence of in-store marketing and customers' behaviour in outdoor shops

Type

conference paper

Language

English

Original Abstract

The segment of outdoor clothes had become more popular in the last decade worldwide. A lot of producers have accepted the requirements of customers about the specification of the clothes. The outdoor clothes change places, where people wear them. The extreme nature environment has changed into regular wearing in a city environment. Therefore, wearing outdoor clothes are considering as kind of fashion life-style, which is important to communicate. Marketing communication has become one of a crucial part of the present. Companies must focus on these tools, which they consider as the most effective. Nevertheless, they, of course, must use a lot of traditional tools, which are required by Czech customers. The main aim of the paper is to define, which elements of marketing communication are the most used by sellers and producers in the Czech Republic in the field of outdoor clothes; and what kind of customer is in the segment of outdoor clothes in the Czech Republic. The empirical evidence is based on qualitative data, obtained by systematic observation. The observation was applied in stores of fourteen companies and 310 final customers of outdoor clothes. All gained data were put under qualitative evaluation.

Keywords

Customer’s Behavior. Czech Republic. Instore Marketing. Outdoor Goods. Sales Promotion.

Authors

MRÁČEK, P.; MILICHOVSKÝ, F.

Released

28. 2. 2020

Publisher

University of SS. Cyril and Methodius in Trnava

Location

Trnava, SK

ISBN

978-80-572-0038-3

Book

MARKETING IDENTITY: Offline Is the New Online

Edition

Kusá, A., Zaušková, A., Bučková, Z.

Pages from

652

Pages to

666

Pages count

15

URL

https://fmk.sk/download/MI2019_AJ_final-1.pdf

BibTex

@inproceedings{BUT162551,
  author="Pavel {Mráček} and František {Milichovský}",
  title="Influence of in-store marketing and customers' behaviour in outdoor shops",
  booktitle="MARKETING IDENTITY: Offline Is the New Online",
  year="2020",
  series="Kusá, A., Zaušková, A., Bučková, Z.",
  pages="652--666",
  publisher="University of SS. Cyril and Methodius in Trnava",
  address="Trnava, SK",
  isbn="978-80-572-0038-3",
  url="https://fmk.sk/download/MI2019_AJ_final-1.pdf"
}