Perceived media influence on behaviour of food products' consumers

Abstract

In modern business conditions, it is possible to identify a number of manners for company's communication with current customers and prospects. That is the reason for marketers to prioritize the requirements of finding an adequate mix of integrated marketing communications instruments, defining their roles and the extent to which they should be implemented, as well as their mutual coordination and synergetic effects. Company can use different media and, by their combination and integration, send a clear and consistent promotional message to customers. In this paper, the authors analyse the perceived impact of the media and their combination on consumers' attitudes towards food products and their intention to buy food products, as well as whether there are differences when it comes to these influences among consumers with different socio-demographic characteristics.

Keywords

• integrated marketing communications
• media
• attitude towards product
• intention to buy
• socio-demographic characteristics