We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
EFFECT OF MARKETING COMMUNICATION ON CONSUMER PREFERENCES AND PURCHASING DECISIONS.
- Authors
KUSA, ALENA; ZAUSKOVA, ANNA; CABYOVA, LUDMILA
- Abstract
Since the relation between marketing communication and consumer behaviour is interactive, the current global trend is to explore marketing communications in connection to consumer behaviour. Marketing communication influences, shapes and changes consumer behaviour. And vice versa, changing consumer behaviour makes companies modify their marketing communication by implementing new forms and tools to gain the trust of customers and to influence purchase. In order to build long-lasting customer relations, marketing communication, as a tool of influencing consumer behaviour, is applied. The paper deals with the impact of marketing communication on consumer preferences and purchasing decisions in selected target groups. We will point at marketing communication tools that influence buying behaviour. We conclude that the digital communication has a growing impact on consumer way of acting.
- Publication
Ad Alta: Journal of Interdisciplinary Research, 2020, Vol 10, Issue 1, p150
- ISSN
1804-7890
- Publication type
Academic Journal