BEYOND DATA: STRATEGICALLY LEVERAGING CONSUMER METRICS AND MARKET SIGNALS OF BUSINESS PROSPERITY IN THE CONTEXT OF MARKETING COMMUNICATIONS

Pavel Gežík — Wed, 24 Apr 2024 06:00:00 +0000

ABSTRACT:
In the dynamic environment of global markets, understanding the complexity of the relationships between economic indicators and consumer behaviour, which can be deliberately influenced by targeted communication activities, is becoming a decisive competitive advantage in achieving economic prosperity for businesses. The aim of the study is, based on market data correlation, to explain and approach the interrelations of selected economic attributes and metrics of consumer behaviour. The inquiry is conducted in the scope of optimisation determination of the allocation of the purchase gradient of a business unit in the context of maximising the effect of communication and service activities oriented towards achieving economic prosperity of the business entity. The focus of the study reflects the application of the interconnectivity of market predisposition, characteristics of the target group and geographic servicing in the form of localisation of the business unit in the paradoxical situational model of Hotelling’s Law. The result of the study confirms the leveraging effect of transactional increase and the rationale of localised communication effect for influencing consumers’ purchase decision-making processes in the purchase pairing of a business unit.

KEY WORDS:
business, consumer behaviour, economic indicators, hotelling’s law, marketing communication

07_FASIANG_GEZIK_CT-1-2024 Download

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.7

Using Heuristic Methods in the Process of Retail Shops Placement in the Context of Marketing Communication Effect Maximisation

Pavel Gežík — Mon, 20 Nov 2017 17:17:20 +0000

ABSTRACT:
The topic of this empirical study is focused on applying usage of heuristic methods in the process of retail shops placement as a starting point of putting into effect targeted communication of retail shops with a customer in their radius of action. Subsequently, maximisation of communication strategy’s effect is based on appropriate communication with the target market within a limited area determined by buying stream, which affects the target customers and influences their shopping decisions and the volume of realised purchases in the given retail shop. The study is based on two mutually interconnected levels of related knowledge. On the first level, it deals with an analysis of relationships between selected macroeconomic indicators in the Slovak Republic and points out their direct influence on development of retail takings as a basic economic premise of retail shop functioning. On the second level the authors focus on the specific application of heuristic methods in the field of optimisation of retail shops placement in the context of maximisation of their radius of action and target group service, in which an ideal precondition for targeted and efficient communication with a customer occurs. The aim of the contribution is to point out, using practical application of heuristic methods ADD and DROP, the optimisation possibilities of retail shops placement with special emphasis on delimitation of direct
communication space. The aim of application of the above-mentioned methods is to practically use the outcomes of the realised research and obtained statistical data.

KEY WORDS:
buying stream, consumer, economic development indicators, heuristic methods, marketing communication, retail

04_Fašiang_Gežík_CT-2-2017 Download

Pavel Gežík – Communication Today

BEYOND DATA: STRATEGICALLY LEVERAGING CONSUMER METRICS AND MARKET SIGNALS OF BUSINESS PROSPERITY IN THE CONTEXT OF MARKETING COMMUNICATIONS

Using Heuristic Methods in the Process of Retail Shops Placement in the Context of Marketing Communication Effect Maximisation