Influence of Printed Leaflets on Consumer Purchase Behavior

Jan Huml, Jiří Čerkasov, Klára Margarisová, Štěpán Kala, Lucie Vokáčová and Pavel Kulfánek
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Jan Huml: Department of Management, Faculty of Economics and Management, Czech University of Life Sciences, Kamýcká 129, 165 21 Praha, Czech Republic
Jiří Čerkasov: Department of Management, Faculty of Economics and Management, Czech University of Life Sciences, Kamýcká 129, 165 21 Praha, Czech Republic
Klára Margarisová: Department of Management, Faculty of Economics and Management, Czech University of Life Sciences, Kamýcká 129, 165 21 Praha, Czech Republic
Štěpán Kala: Department of Management, Faculty of Economics and Management, Czech University of Life Sciences, Kamýcká 129, 165 21 Praha, Czech Republic
Lucie Vokáčová: Department of Management, Faculty of Economics and Management, Czech University of Life Sciences, Kamýcká 129, 165 21 Praha, Czech Republic
Pavel Kulfánek: Department of Management, Faculty of Economics and Management, Czech University of Life Sciences, Kamýcká 129, 165 21 Praha, Czech Republic

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2015, vol. 63, issue 6, 1905-1911

Abstract: This article deals with the way customers perceive individual non-direct response printed leaflets and it is simultaneously focused on the question whether this material has any importance in general for customers during their purchase realization. The research is further concerned with the issue of the differences between customers living in family built-up areas and those who are living in residential housing. The research explores the differences related to preferences of various target groups. It identifies whether customers wish to receive printed advertising material into their letter boxes, what sort of media they read and what kinds of assortment are most frequently requested to appear in this form of promotion by customers. Preferences are aggregated by means of data classification based on different criteria and they provide a clue for better orientation in customer thinking.

Keywords: marketing management; customer behaviour; effective resource allocation; printed advertising materials; customer preferences; target group (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:mup:actaun:actaun_2015063061905

DOI: 10.11118/actaun201563061905

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