Interdependence of selected socio-demographic characteristics of consumers and consumer preferences toward brands
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Author(s)Pavol KralLink to ORCID Index: https://orcid.org/0000-0001-6970-563X
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Katarina JanoskovaLink to ORCID Index: https://orcid.org/0000-0002-7887-7326
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DOIhttp://dx.doi.org/10.21511/im.19(1).2023.17
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Article InfoVolume 19 2023, Issue #1, pp. 197-207
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- 474 Views
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199 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Given the changing market conditions due to the globalization of the economy, legal environment, competitiveness, and consumer base, brand management must apply innovative approaches that reflect these changes. This paper aims to analyze the relations between selected socio-demographic characteristics of consumers and their preferences toward brands (i.e. the reasons they would replace their preferred brand with another one). The survey targeted 2025 consumers from the eight regions of Slovakia in March 2019. The respondents’ age had to be at least 15. Thirty-four questions formed the survey questionnaire, which was separated into three sections. Three socio-demographic factors were selected for analysis: age (three categories), education (three categories), and social status (six categories). The correspondence analysis was carried out via IBM SPSS Statistics, Version 25. The results were plotted on a multidimensional map. The average age is 40.24; the largest frequency is associated with primary/vocational graduates, 51.11%; 50.67 % of employees are recognized as having the greatest frequencies for social status. The findings indicate that the higher the age of consumers, the lower the effect of the image; the higher the level of education, the lower the effect of price on consumers’ motivation to replace their preferred brand with the alternative one. Furthermore, social status is mostly contingent upon the age. Hence, this paper observed similar correspondence analysis results between these socio-demographic characteristics; the most specific groups are students and the unemployed.
Acknowledgment
This study was financially supported by the Slovak Research and Development Agency – Grant No. APVV-15-0505: Integrated model of management support for building and managing the brand value in the specific conditions of the Slovak Republic.
- Keywords
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JEL Classification (Paper profile tab)M31, M37
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References35
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Tables8
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Figures3
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- Figure 1. Correspondence map (Age/Motivation)
- Figure 2. Correspondence map (Education/Motivation)
- Figure 3. Correspondence map (Social status/Motivation)
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- Table 1. Socio-demographic data overview
- Table 2. Pivot table of absolute frequencies
- Table 3. Row profiles
- Table 4. Column profiles
- Table 5. Summary
- Table 6. Overview of row points
- Table 7. Overview of column points
- Table 8. Cumulative results
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Determinants of consumer retention strategies for telecom service industry in Central India
Vinod Sharma 
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Sunny Joseph ,
Jeanne Poulose
doi: http://dx.doi.org/10.21511/ppm.16(2).2018.28
Problems and Perspectives in Management Volume 16, 2018 Issue #2 pp. 306-320 Views: 1960 Downloads: 327 TO CITE АНОТАЦІЯThe telecommunication industry has witnessed a tremendous growth in recent times in India. It has not only been limited to voice calls, but also integrated into every aspect of human life. This has resulted in the rapid rise of market players, offering innovative products and services. In this changing scenario, we have tried to design and check a model of various factors such as loyalty, satisfaction and switching barriers (customer relationship management, alternative attractiveness and switching cost) influencing consumer retention strategies in Indian telecom service industry.
A structured and undisguised questionnaire and a convenient sampling method have been used to collect the data from respondents from three most populous cities (Indore, Bhopal, and Ujjain) of Central India. Around 450 questionnaires were distributed, out of which 318 usable responses were received for final analysis. The instrument was checked for validity and reliability before the data was analyzed. The hypotheses were tested through Structure Equation Modelling (SEM) for direct effect, and Multiple Moderating Regression Analysis (MMRA) for moderating effect.
The results suggested that loyalty, satisfaction, switching barriers and customer relationship management are positively related and have a direct influence on consumer retention, but the relationship with alternative attractiveness has been found weak. Switching cost, as moderating variable, was found to be very effective and showed significant deviation in the relationship between independent and dependent variables.
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Factors affecting users’ brand awareness through social media marketing on TikTok
Cuong Nguyen ,
Thao Tran ,
Tien Nguyen
doi: http://dx.doi.org/10.21511/im.20(1).2024.11
Innovative Marketing Volume 20, 2024 Issue #1 pp. 122-131 Views: 1793 Downloads: 503 TO CITE АНОТАЦІЯTikTok is increasingly influential in promoting brand awareness and boosting purchase intention. From a social media marketing perspective, brand awareness significantly influences consumers’ purchasing decisions. The primary objective of this study is to investigate and measure the factors influencing the brand awareness of TikTok users through social media marketing communications. The paper employs exploratory factor analysis, Cronbach’s Alpha test, and regression analysis to test the hypotheses. 24 observed variables were divided into six groups. Each variable was assessed using a 5-point Likert scale. The sample size includes 240 valid responses from TikTok users collected via convenience sampling. The questionnaire was distributed to TikTok users from Vietnam via the link on Google Forms. The collected data were processed by SPSS 20 software. The results suggest that six independent variables positively affect brand recognition via social media marketing on TikTok, with a 95% confidence interval at Sig. = 0.000 (0.05). Each of the six variables positively impacts initial expectations and is statistically significant at 1%. The results show that trends (Beta = 0.299) are the most decisive factors impacting brand awareness of TikTok users. Besides, electronic word of mouth (Beta = 0.242), influencer (Beta = 0.220), entertainment (Beta = 0.206), interaction (Beta = 0.200), and storytelling (Beta = 0.179) also positively affect the brand awareness of TikTok users. Limitations and further research suggest that marketers should investigate the role of artificial intelligence (AI) in the consumer’s brand awareness-constructing process.
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Management of visual communications in insurance companies (on the example of using icons in logos)
Viktor Trynchuk
doi: http://dx.doi.org/10.21511/ppm.15(2-2).2017.02
Problems and Perspectives in Management Volume 15, 2017 Issue #2 (cont. 2) pp. 319-331 Views: 1656 Downloads: 4463 TO CITE АНОТАЦІЯThis article is devoted to the study of insurance business development in Ukraine and Russia in the late XIX – early XXI centuries, generation and identification of special aspects of formation and use of sacred art elements in corporate identity of insurance companies.
The purpose of this article is to discuss the concept of management of visual communications in insurance companies, an important component of which is the formation and development of brands in the insurance market, which include elements of sacred art.
Corporate identity gives insurers a new methodology for managing marketing communications. The author proves the corporate identity of insurance companies and its place in the system of marketing communications. Due attention is paid to corporate identity of National Joint-Stock Insurance Company “Oranta” (Ukraine), Insurance LLC “Oranta” (Russia) and Insurance Company “Rossiya” (Russia). There are given examples of the use of Orans (Oranta) and the Burning Bush icons inscriptions in corporate identity of insurance companies. The author describes icons in corporate identity of insurance companies and definitely their role in the communication process. Conflict situations over the use of the Orans brand in Ukraine are analyzed. The need to be careful enough in using sacred symbols in the corporate style of insurance companies is emphasized. Evolution of the logo insurance companies is presented.
Examples of integrating corporate identity into the strategy and tactics of insurance companies are shown.
