Detail publikace

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

MILICHOVSKÝ, F. MRÁČEK, P.

Originální název

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

Typ

článek ve sborníku ve WoS nebo Scopus

Jazyk

angličtina

Originální abstrakt

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.

Klíčová slova

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

Autoři

MILICHOVSKÝ, F.; MRÁČEK, P.

Vydáno

6. 5. 2019

Nakladatel

University of SS. Cyril and Methodius in Trnava

Místo

Smolenice, SK

ISBN

978-80-8105-984-1

Kniha

Marketing Identity 2018: Digital Mirrors - part I.

Edice

Čábyová L., Rybanský R., Bezáková Z.

Strany od

390

Strany do

397

Strany počet

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"
}