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Factors influencing marketing communication perception by singles in Czech Republic

Martin Klepek () and Kateřina Matušínská ()
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Martin Klepek: Institute of Interdisciplinary Research, Silesian University
Kateřina Matušínská: Department of Business Economics and Management, School of Business Administration, Silesian University

No 25, Working Papers from Silesian University, School of Business Administration

Abstract: Fundamental changes in the population lifestyle thanks to globalization and socio-economic transformations occurred during last decade. New segment of customers emerged, firstly in highly advanced countries and later in all around the developed world. This working paper presents a structural equation model used to verify the validity of the model from previous exploratory factor analysis. We used primary quantitative data on singles as a specific segment for marketers with focus on marketing communication and its perception. Paper starts with brief theoretical debate on singles as socio-demographic group and continues with marketing communication components used for this particular questionnaire. For purpose of collecting data, online and offline questionnaire was given to 702 respondents in total during the years 2014 and 2015. Model was constructed using SPSS Amos. We synthesised two data sets under one model performing model fit. Our results show underlying structure in the data. Two latent factors which influence perception of marketing communication tools verified previous findings.

Keywords: consumer behaviour; marketing communication; marketing potential; marketing research; model; singles (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-mkt
Date: 2015-12-30
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Downloads: (external link) First version, 2015 (application/pdf)

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