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Influence of Printed Leaflets on Consumer Purchase Behavior

Author

Listed:
  • Jan Huml

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences, Kamýcká 129, 165 21 Praha, Czech Republic)

  • Jiří Čerkasov

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences, Kamýcká 129, 165 21 Praha, Czech Republic)

  • Klára Margarisová

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences, Kamýcká 129, 165 21 Praha, Czech Republic)

  • Štěpán Kala

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences, Kamýcká 129, 165 21 Praha, Czech Republic)

  • Lucie Vokáčová

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences, Kamýcká 129, 165 21 Praha, Czech Republic)

  • Pavel Kulfánek

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences, Kamýcká 129, 165 21 Praha, Czech Republic)

Abstract

This article deals with the way customers perceive individual non-direct response printed leaflets and it is simultaneously focused on the question whether this material has any importance in general for customers during their purchase realization. The research is further concerned with the issue of the differences between customers living in family built-up areas and those who are living in residential housing. The research explores the differences related to preferences of various target groups. It identifies whether customers wish to receive printed advertising material into their letter boxes, what sort of media they read and what kinds of assortment are most frequently requested to appear in this form of promotion by customers. Preferences are aggregated by means of data classification based on different criteria and they provide a clue for better orientation in customer thinking.

Suggested Citation

  • Jan Huml & Jiří Čerkasov & Klára Margarisová & Štěpán Kala & Lucie Vokáčová & Pavel Kulfánek, 2015. "Influence of Printed Leaflets on Consumer Purchase Behavior," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(6), pages 1905-1911.
    • Handle: RePEc:mup:actaun:actaun_2015063061905
    DOI: 10.11118/actaun201563061905
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