Měření vlivu marketingové komunikace na chování spotřebitele

Abstract

The Bachelor thesis is focused on effect monitoring of Marketing Communication of Consumer Behaviour. The main aim was identifying informants opinions on marketing communication mix and measurement of affect ability on consumer behaviour. Whole research was concretized on Kalma company, which is manufacturing health nutrition products. Datas of research was collected through personal interview on Ostrava territory. Research results expose insufficient knowledge about these products or informants distrust. The product price was next mason to customers inactivness. In marketing communication point of view, the results expose negative informants approach to commercial and uneconomical PR instruments utilization. Bargains and bonuses was informants top-rated. In suggestion and recommendation chapter is highlighted importace of Internet as medium of communication and company focus on sales promotion, especially on bargains.