Impact of External Communication on Consumer Buying Behavior

Hemisha Patel

Diplomová práce

Abstract:

The buying behaviour of the ultimate consumer refers to Consumer Buying Behaviour. Shopping habits, purchasing behavior, the brands bought earlier, reference from his friends and family specificities and characteristics of the retailers he visits are some of the factors that influence the individual in what he is and in his decision-making process. Each one of these factors cause the ultimate result of the purchase decision. An individual and his personality is led by his culture, subculture, social class, membership groups, family, psychological factors who is our ultimate consumer. He is influenced by his cultural, social and societal environment as well as fashion trends. a marketing strategy can be developed by identifying and understanding the intensity of factors that influence their customers and thereby brands (Unique Value Proposition). Word of mouth is more efficient, as it is a real asset to better meet the needs of its customers and increase sales. It is in line with the needs and ways of thinking of their target consumers.

Keywords

External Communication, Consumer, Buying Behavior, Word of Mouth

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 31. 3. 2019

Obhajoba závěrečné práce

• Vedoucí: Ing. Michal Chocholoušek, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics Policy and Administration / Business Administration