Wrażliwość konsumenta na promocję sprzedaży

• Autorzy: Krystyna Mazurek-Łopacińska

Warianty tytułu

Consumer's Sensitiveness to Promotion of Selling

• Języki publikacji: PL

Abstrakty

Przedmiotem artykułu jest analiza wrażliwości konsumenta na różne techniki promocji sprzedaży. Autorka wyodrębniła zmienne wyjaśniające wrażliwość na promocję sprzedaży i przedstawiła je w powiązaniu z indywidualnymi cechami konsumentów.

EN

Sensitiveness to promotion is a consumer's category. The paper presents different approaches to examination of variables explaining the sensitiveness to promotion i.e. microeconomic and psychological approaches. The influence of individual characteristic of a consumer on this sensitiveness has been analysed. The following variables have been considered: size of family, possessing children, professional activity of a woman, level of education, income, possessing a car, possessing a house, place of birth. Among psychological variables into consideration have been taken: the state of a decision, cognitive needs, perception of promotion. Two variables, which show statistically essential relations with sensitiveness to promotion, have been pointed out. They are: fidelity to a trademark (negative connection) and sensitiveness to a price (positive connection). In order to explain individual differences in the level of sensitiveness to promotion such elements have also been considered as costs borne by a consumer, and the risk of a possible change of a trademark. The model of sensitiveness to promotion is represented by a synthesis of consideration. The model defines its relations with the set of individual variables, category of products, and with the situation of purchase. (original abstract)

Słowa kluczowe

PL

Sprzedaż   Promocja sprzedaży   Techniki promocji   Cele promocji   Zachowania konsumenta   Psychologia konsumenta   Decyzje konsumenckie  

EN

Sale   Selling promotion   Promotion techniques   Promotional objectives   Consumer behaviour   Consumer psychology   Consumer decision  

• Czasopismo: Prace Naukowe Akademii Ekonomicznej we Wrocławiu
• Rocznik: 1994
• Numer: nr 689
• Strony: 95--100

Twórcy

autor

Krystyna Mazurek-Łopacińska