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Factors influencing marketing communication perception by singles in Czech Republic

Author

Listed:
  • Martin Klepek

    (Institute of Interdisciplinary Research, Silesian University)

  • Kateřina Matušínská

    (Department of Business Economics and Management, School of Business Administration, Silesian University)

Abstract

Fundamental changes in the population lifestyle thanks to globalization and socio-economic transformations occurred during last decade. New segment of customers emerged, firstly in highly advanced countries and later in all around the developed world. This working paper presents a structural equation model used to verify the validity of the model from previous exploratory factor analysis. We used primary quantitative data on singles as a specific segment for marketers with focus on marketing communication and its perception. Paper starts with brief theoretical debate on singles as socio-demographic group and continues with marketing communication components used for this particular questionnaire. For purpose of collecting data, online and offline questionnaire was given to 702 respondents in total during the years 2014 and 2015. Model was constructed using SPSS Amos. We synthesised two data sets under one model performing model fit. Our results show underlying structure in the data. Two latent factors which influence perception of marketing communication tools verified previous findings.

Suggested Citation

  • Martin Klepek & Kateřina Matušínská, 2015. "Factors influencing marketing communication perception by singles in Czech Republic," Working Papers 0025, Silesian University, School of Business Administration.
    • Handle: RePEc:opa:wpaper:0025
    as

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    File URL: http://www.iivopf.cz/images/Working_papers/WPIEBRS_25_Klepek_Matusinska.pdf
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    More about this item

    Keywords

    consumer behaviour; marketing communication; marketing potential; marketing research; model; singles;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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