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Marketing
2017, vol. 48, br. 1, str. 20-29
jezik rada: srpski
vrsta rada: izvorni naučni članak
doi:10.5937/markt1701020D
Creative Commons License 4.0
Percipirani uticaj medija na ponašanje potrošača prehrambenih proizvoda
Univerzitet u Novom Sadu, Ekonomski fakultet, Subotica

e-adresa: inesdjokic@gmail.com

Sažetak

U savremenim uslovima poslovanja moguće je identifikovati veliki broj načina za ostvarivanje kontakata kompanije sa postojećim i/ili potencijalnim potrošačima, što pred marketare kao prioritet postavlja zahtev za pronalaženjem adekvatnog miksa instrumenata integrisanih marketing komunikacija, definisanja njihove uloge i obima u kojem ih treba implementirati, kao i njihove međusobne koordinacije i sinergetskih efekata. Kompaniji su na raspolaganju različiti mediji, a njihovom kombinacijom i integrisanjem, potrošačima se šalje jasna i konzistentna promotivna poruka. U ovom radu biće analiziran percipirani uticaj medija i njihove kombinacije na stav potrošača o proizvodu i na nameru kupovine proizvoda. Namera autora je i da utvrde da li postoje razlike među potrošačima po sociodemografskim karakteristikama kada je u pitanju navedeni uticaj medija, u vezi sa prehrambenim proizvodima.

Ključne reči

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