Advertising as One of the Factors Affecting Slovak Consumer Purchasing Behaviour

被引：0

作者：

Gburova, Jaroslava ^{[1
]}

Matusikova, Daniela ^{[1
]}

Adamko, Jozef ^{[2
]}

机构：

[1] Presov Univ, Fac Management, Presov 08001, Slovakia

[2] Sch Econ & Management Publ Adm Bratislava, Bratislava 85104, Slovakia

来源：

INNOVATION VISION 2020: FROM REGIONAL DEVELOPMENT SUSTAINABILITY TO GLOBAL ECONOMIC GROWTH, VOL I-VI | 2015年

关键词：

advertising; consumer; buying decision; buying behaviour;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Advertising and other marketing incentives affect and cause some reaction in buying of any consumer at the current market. Companies that use advertising are aware that they get something positive for themselves, build awareness and popularity of their products, brands, and thus the conditions for successful operation at the market. The aim of the article is to characterize the advertisement as one of the selected marketing communication tools affecting buying/purchasing behaviour of Slovak consumers. This paper focuses to the examination of selected types of buying behaviour, which are an essential part of any consumer within the purchasing process.

引用

页码：1714 / 1719

页数：6