IDEAS home Printed from https://ideas.repec.org/a/boh/actaub/v19y2016i1p20-29.html

Influence of segmentation factors on leaflet distribution

Author

Listed:
  • Michaela Jánská

    (Jan Evangelista Purkyně University in Ústí nad Labem)

  • Petra Olšová

    (Jan Evangelista Purkyně University in Ústí nad Labem)

Abstract

In marketing communication it is important to know what and how to inform the customer, it means to know the target audience, where it is located and how it is possible to reach it. The most commonly used form of addressing the customer in the retail is a leaflet action. This article aims to highlight the use of segmentation aspects by retail in the selected region for the best implementation of selected communication mix - direct marketing. An analysis of secondary data - professional literature and studies dealing with the meaning of communication in the company, specifically marketing communication with a focus on direct marketing in the retail - was executed to fulfil the objectives of the article. Results from a questionnaire survey that examined the influence of spatial data on the purchasing behaviour of customers in Ústí nad Labem - City will be used as primary data. Survey results indicate the fact that it was necessary to collect spatial data on the segment. A selected market was examined in the questionnaire survey mainly in terms of geography and demography and impact of these criteria on the leaflet distribution process application. Geographical segmentation provided information on the spatial distribution of retail shops in the city. Socio-demographic segmentation offered information about age, gender, status, and education of customers who shop in the supermarkets.

Suggested Citation

  • Michaela Jánská & Petra Olšová, 2016. "Influence of segmentation factors on leaflet distribution," Acta Universitatis Bohemiae Meridionalis, University of South Bohemia in Ceske Budejovice, Faculty of Economics, vol. 19(1), pages 20-29.
    • Handle: RePEc:boh:actaub:v:19:y:2016:i:1:p:20-29
    DOI: 10.1515/acta-2016-0007
    as

    Download full text from publisher

    File URL: http://acta.ef.jcu.cz/doi/10.1515/acta-2016-0007.html
    Download Restriction: free of charge
    File URL: http://acta.ef.jcu.cz/doi/10.1515/acta-2016-0007.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.1515/acta-2016-0007?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Prins, R. & Verhoef, P.C., 2007. "Marketing Communication Drivers of Adoption Timing of a New E-Service among Existing Customers," ERIM Report Series Research in Management ERS-2007-018-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Risselada, Hans & Verhoef, Peter C. & Bijmolt, Tammo H.A., 2010. "Staying Power of Churn Prediction Models," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 198-208.
    2. Polo, Yolanda & Sese, F. Javier & Verhoef, Peter C., 2011. "The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 201-214.
    3. Gao, Lily (Xuehui) & Melero-Polo, Iguácel & Sese, F. Javier, 2025. "The role of customer experience dimensions in expanding customer–firm relationships: A customer expansion journey approach," Journal of Retailing, Elsevier, vol. 101(3), pages 493-517.
    4. Meyners, Jannik & Barrot, Christian & Becker, Jan U. & Bodapati, Anand V., 2017. "Reward-scrounging in customer referral programs," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 382-398.
    5. Konya-Baumbach, Elisa & Schuhmacher, Monika C. & Kuester, Sabine & Kuharev, Victoria, 2019. "Making a first impression as a start-up: Strategies to overcome low initial trust perceptions in digital innovation adoption," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 385-399.
    6. Nagel, Christian & Heidenreich, Sven & Schumann, Jan H., 2024. "Enhancing Adoption of Sustainable Product Innovations: Addressing Reduced Performance with Risk-Reducing Product Modifications," Journal of Business Research, Elsevier, vol. 179(C).
    7. Chao, Chih-Wei & Reid, Mike & Mavondo, Felix T., 2012. "Consumer innovativeness influence on really new product adoption," Australasian marketing journal, Elsevier, vol. 20(3), pages 211-217.
    8. Xueming Luo & Michelle Andrews & Zheng Fang & Chee Wei Phang, 2014. "Mobile Targeting," Management Science, INFORMS, vol. 60(7), pages 1738-1756, July.
    9. Andrea Marletta, 2024. "How to control the effectiveness of a campaign of mailing list marketing: a proposal based on survival analysis," Annals of Operations Research, Springer, vol. 342(3), pages 1581-1604, November.
    10. Xu, Qiang & Wang, Xiaoqun & Sun, Qingzhou, 2026. "When customization mode meets product innovativeness: How their match drives consumer purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    11. Prins, Remco & Verhoef, Peter C. & Franses, Philip Hans, 2009. "The impact of adoption timing on new service usage and early disadoption," International Journal of Research in Marketing, Elsevier, vol. 26(4), pages 304-313.
    12. Murat Unal & Young-Hoon Park, 2023. "Fewer Clicks, More Purchases," Management Science, INFORMS, vol. 69(12), pages 7317-7334, December.
    13. Heidenreich, Sven & Kraemer, Tobias, 2015. "Passive innovation resistance: The curse of innovation? Investigating consequences for innovative consumer behavior," Journal of Economic Psychology, Elsevier, vol. 51(C), pages 134-151.
    14. Mesak, Hani I. & Bari, Abdullahel & Babin, Barry J. & Birou, Laura M. & Jurkus, Anthony, 2011. "Optimum advertising policy over time for subscriber service innovations in the presence of service cost learning and customers' disadoption," European Journal of Operational Research, Elsevier, vol. 211(3), pages 642-649, June.
    15. Hoffmann, Arvid O.I. & Broekhuizen, Thijs L.J., 2010. "Understanding investors' decisions to purchase innovative products: Drivers of adoption timing and range," International Journal of Research in Marketing, Elsevier, vol. 27(4), pages 342-355.
    16. Demoulin, Nathalie T.M. & Zidda, Pietro, 2009. "Drivers of Customers’ Adoption and Adoption Timing of a New Loyalty Card in the Grocery Retail Market," Journal of Retailing, Elsevier, vol. 85(3), pages 391-405.
    17. Cheng Wang & Jennifer Harris & Paul G Patterson, 2017. "Modeling the habit of self-service technology usage," Australian Journal of Management, Australian School of Business, vol. 42(3), pages 462-481, August.
    18. Lesscher, Lisan & Lobschat, Lara & Verhoef, Peter C., 2021. "Do offline and online go hand in hand? Cross-channel and synergy effects of direct mailing and display advertising," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 678-697.
    19. Iyer, Sriya & Velu, Chander & Mumit, Abdul, 2014. "Communication and marketing of services by religious organizations in India," Journal of Business Research, Elsevier, vol. 67(2), pages 59-67.
    20. Chang, Shuhua & Zhang, Zhaowei & Wang, Xinyu & Dong, Yan, 2020. "Optimal acquisition and retention strategies in a duopoly model of competition," European Journal of Operational Research, Elsevier, vol. 282(2), pages 677-695.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:boh:actaub:v:19:y:2016:i:1:p:20-29. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ivo Andrle (email available below). General contact details of provider: https://edirc.repec.org/data/efjcucz.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.