The influence of marketing tools on consumer behavior and its assessment

The article aims to analyse and evaluate the influence of marketing tools on consumer behavior. In order to investigate the topic, a thorough analysis of scientific literature was performed and followed by systematization and generalization of different theories and academic sources. The research re...

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Bibliographic Details
Main Authors: Viktorija Kovanovienė, Raminta Mačytė, Rasa Petkevičiūtė, Greta Zaikauskaitė
Format: Article
Language:English
Published: Vilnius University Press 2019-12-01
Series:Vilnius University Open Series
Subjects:
Online Access:https://www.journals.vu.lt/open-series/article/view/18402
Description
Summary:The article aims to analyse and evaluate the influence of marketing tools on consumer behavior. In order to investigate the topic, a thorough analysis of scientific literature was performed and followed by systematization and generalization of different theories and academic sources. The research revealed that the use of various marketing tools such as advertising and online communication through social media or blogs allows to gain exposure for businesses and have a positive impact on consumer behavior. On the other hand, it is important to note that both micro and macro environment have to be taken into account, as individuals might make different decisions based on the surrounding cultural, social and market contexts. Based on the proposed theoretical model of the influence of marketing tools on consumer behavior, there is a positive correlation between sociological variables, external stimuli and marketing communications. The holistic model should be empirically validated and revised once investigated in practice.
ISSN:2669-0535