Perceived Media Influence on the Behaviour of Food Product Consumers
Percipirani uticaj medija na ponašanje potrošača prehrambenih proizvoda
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.
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.
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