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Slovak advertising market analysis and consumer behaviour on edible fats and oils market

Author

Listed:
  • Ľudmila Nagyová

    () (Slovak University of Agriculture in Nitra)

  • Daniela Repiská

    () (Slovak University of Agriculture in Nitra)

  • Elena Horská

    () (Slovak University of Agriculture in Nitra)

Abstract

Necessity of communication with market arises from basic philosophy of marketing - to be familiar with market, recognize its needs and offer the most effective way to fulfil those demands. Importance of communication increases with expansion of individual manufacturer’s supply and their effort to obtain favourable competitive position on the market and stability of the company. In consequence with dynamics of the market, purchasing behaviour of individual market segments, their demands, expectations and inventions of ways how to fulfil those needs is changing, which has an impact on necessity of new approach towards creating communication policy. Doubtless, the most effective factor of marketing communication is advertising, which is the oldest and most used implement to have an influence on buyers. The goal of this paper is characteristics of the edible fats and oils consumer category conditional by analysis of the select factors influenced to demand edible fats and oils and determination of preferences, needs and a approach to the consumption of the edible fat and oil products and also appraisal intensity and effect advertisement like communication policy tool on the edible fats and oils market. The results of marketing research realised in Slovak Republic mentioned need intensify the marketing communication tools on the edible fats and oils market.

Suggested Citation

  • Ľudmila Nagyová & Daniela Repiská & Elena Horská, 2009. "Slovak advertising market analysis and consumer behaviour on edible fats and oils market," Acta Universitatis Bohemiae Meridionales, University of South Bohemia in Ceske Budejovice, vol. 12(1), pages 41-50.
  • Handle: RePEc:boh:actaub:v:12:y:2009:i:1:p:41-50
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