Spotrebiteľský test ako významný zdroj informácií o pravdivosti marketingovej komunikácie výrobkov

Lipnická, Denisa, 1987- Spotrebiteľský test ako významný zdroj informácií o pravdivosti marketingovej komunikácie výrobkov = Consumer test as a significant source of information about the veracity of marketing communication of products / Denisa Lipnická. -- The contribution focuses on the issue of socially responsible behavior of companies towards its customers in terms of marketing communication and promotion of their products. It applies a method of consumer test as a significant instrument of measuring the quality of products. Based on theoretical assumptions and data collected on these issues, the aim of the research part of the work is to carry out a pre-research through a questionnaire, then to perform the consumer test of selected product category (yogurts) and evaluate it. Then, comparing the forms of research, the aim is to determine the extent to which the tested category of products matches the quality and features that promises their advertising or packaging. The object of the research thesis is a method of consumer test that have been applied on the selected category of dairy products. The entity of the research is the running, the process of implementing this method and its explanatory ability about the quality of the tested category of products. The research part of the project provides an analysis and comparison of two forms of research. In most cases, marketing communication and advertising of producers of dairy products is honest and plausible. In the conclusion of the contribution, the most important research findings are summarized

In Economic, social, environmental and legislative aspects of the corporate social responsibility 1 : proceedings of papers from international scientific conference, Banská Bystrica, 13. október 2011 Marková, Viera, 1952-. -- Banská Bystrica : Univerzita Mateja Bela, 2011. -- [65 s.]. -- ISBN ISBN 978-80-557-0268-1. -- S. [1-10]

1. kvalita 2. spotrebiteľské testy 3. zákazníci 4. marketingová komunikácia 5. consumer tests

I. Economic, social, environmental and legislative aspects of the corporate social responsibility 1 : proceedings of papers from international scientific conference, Banská Bystrica, 13. október 2011. -- S. [1-10]

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