Materialistické hodnoty spotřebitelů a jejich vliv na postoje k marketingové komunikaci

Abstract

This diploma thesis was focused on the analysis of the relationship between consumers’ materialistic values and their attitudes towards marketing communication. The main aim of the thesis was to determine whether and how the level of materialism is reflected in the perception of marketing messages, preferences for advertising appeals, and selected aspects of consumer behaviour. The theoretical part was devoted to the definition of materialism and its relationship to consumer behaviour and marketing communication. The practical part is based on quantitative research conducted through an online questionnaire survey involving 226 respondents. Based on the analysis, it was found that respondents with a higher level of materialism more often preferred advertising messages focused on status, image, and an ideal lifestyle, and more often associated a higher price with higher product quality. The results also suggested a relationship between a higher level of materialism and more frequent purchases of premium and luxury products. The findings may contribute to a better understanding of consumer behaviour and to more effective targeting of marketing communication.