Percipirani uticaj medija na ponašanje potrošača prehrambenih proizvoda
Perceived Media Influence on Behaviour of Food Products’ Consumers
Apstrakt
U savremenim uslovima poslovanja moguće je identifikovati veliki broj načina za ostvarivanje kontakata kompanije sa postojećim i/ili potencijalnim potrošačima, što pred marketare kao prioritet postavlja zahtev za pronalaženjem adekvatnog miksa instrumenata integrisanih marketing komunikacija, definisanja njihove uloge i obima u kojem ih treba implementirati, kao i njihove međusobne koordinacije i sinergetskih efekata. Kompaniji su na raspolaganju različiti mediji, a njihovom kombinacijom i integrisanjem, potrošačima se šalje jasna i konzistentna promotivna poruka. U ovom radu biće analiziran percipirani uticaj medija i njihove kombinacije na stav potrošača o proizvodu i na nameru kupovine proizvoda. Namera autora je i da utvrde da li postoje razlike među potrošačima po sociodemografskim karakteristikama kada je u pitanju navedeni uticaj medija, u vezi sa prehrambenim proizvodima.
Abstract
In modern business conditions, it is possible to identify a number of manners for company’s communication with current customers and prospects. That is the reason for marketers to prioritize the requirements of finding an adequate mix of integrated marketing communications instruments, defining their roles and the extent to which they should be implemented, as well as their mutual coordination and synergetic effects. Company can use different media and, by their combination and integration, send a clear and consistent promotional message to customers. In this paper, the authors analyse the perceived impact of the media and their combination on consumers’ attitudes towards food products and their intention to buy food products, as well as whether there are differences when it comes to these influences among consumers with different socio-demographic characteristics.
Reference
- Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. NJ: Prentice-Hall.
- Belch, G. E., & Belch, M. A. (2012). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill Education.
- Belch, G. E., & Belch, M. A. Evaluating The Effectiveness of Elements of Integrated Marketing Communications: A Review of Research (preuzeto sa: http://imc.sdsu.edu/articles-abstracts/ae_effect-imc.htm) (datum pristupa: 02.02.2015.)
- De Jong, N., Ocké, M. C., Branderhorst, H. A. C., & Friele, R. (2003). Demographic and lifestyle characteristics of functional food consumers and dietary supplement users. British Journal of Nutrition, 89 (2), 273-281.
- De Pelsmacker, P., Geuens, M., & Van den Bergh, J. (2007). Marketing Communications-A European Perspective. Harlow: Pearson Education Limited.
- Drewnowski, A., & Hann, C. (1999). Food preferences and reported frequencies of food consumption as predictors of current diet in young women. American Journal of Clinical Nutrition, 70 (1), 28-36.
- Kitchen, P. J. (2005). New paradigm-IMC-under fire. Competitiveness Review, 15 (1), 72-80.
- Kitchen, P. J., Brignell, J., Li T., & Jones, G. S. (2004). The emergence of IMC: A Theoretical Perspective. Journal of Advertising Research, 44 (1), 19-30.
- Kliatchko, J. (2008). Revisiting the IMC construct: A revised definition and four pillars. International Journal of Advertising, 27 (1), 133-160.
- McGrath, J. M. (2005). A Pilot Study Testing Aspects of the Integrated Marketing Communications Concept. Journal of Marketing Communications, 11 (3), 191-214.
- Naik, A. N., & Raman, K. (2003). Understanding the Impact of Synergy in Multimedia Communications. Journal of Marketing Research, 40 (4), 375-388.
- Ognjanov, G. (2009). Integrisane marketinške komunikacije. Beograd: Ekonomski fakultet
- Pallant, J. (2001). SPSS Survival Manual: A Step by Step Guide to Data Analysis using SPSS for Windows, Buckingham: Open University Press.
- Percy, L. (2008). Strategic integrated marketing communications. Oxford: Elsevier.
- Roininen, K., Tuorila, H., Zandstra, E. H., de Graaf, C., Vehkalahti, K., Stubenitsky, K., & Mela, D.J. (2001). Differences in health and taste attitudes and reported behaviour among Finnish, Dutch and British consumers: A cross-national validation of the Health and Taste Attitudes Scale (HTAS). Appetite, 37 (1), 33-45.
- Salai, S. i Grubor, A. (2011). Marketing komunikacije. Subotica: Ekonomski fakultet
- Shah, K., & D‘Souza, A. (2009). Advertising and Promotions: An IMC Perspective. Noida: Tata Mc-Graw Hill.
- Stanković, Lj., i Đukić, S. (2014). Marketing komuniciranje. Niš: Ekonomski fakultet.
- Swain, W. N. (2004). Perceptions of IMC after a Decade of Development: Who‘s at the Wheel, and How Can We Measure Success? Journal of Advertising Research, 44 (1), 46-65.
- Vantamay, S. (2011). Performances and Measurement of Integrated Marketing Communications (IMC) of Advertisers in Thailand. Journal of Global Management, 1 (1). (preuzeto sa:
http://www.globalresearch.com.my/journal/management_v01n01/0001%20abstract%20082%20Final%20 PG1-12.pdfhttp://www.scribd.com/doc/53332812/Building-strong-brands-in-a-modern-marketing-communications-environment) (datum pristupa: 14.05.2015.) - Weilbacher, W. M. (2001). Point of view: Does advertising cause a „hierarchy of effects?“ Journal of Advertising Research, 41 (16), 19-26.
