Analýza vlivu marketingové kampaně neziskové organizace na nákupní chování spotřebitelů

Abstract

The diploma thesis Analysis of Influence of Non-profit Marketing Campaigns on Consumers’ Purchase Behaviour deals with an environmental campaign End of cage age and its influence on consumers’ purchase behaviour on the animal products market. The objective of the thesis was to perform an analysis of the influence of the campaign End of cage age on consumers’ behaviour on the animal products market, with sub-objectives of creating a consumer typology, identifying factors influencing the purchase of animal products and the knowledge of the campaign. The data was collected via on-line survey. Cluster analysis, Factor analysis, logistic and ordinary regression were used for the analysis of the data. The analysis confirmed that the campaign is well known amongst the consumers but only a half is positively influenced. Most influenced are consumers of age 37-49. The most typical change in the purchase behaviour is the transition from caged eggs to alternative eggs.