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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Vilnius University Press
2019-12-01
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| Series: | Vilnius University Open Series |
| Subjects: | |
| Online Access: | https://www.journals.vu.lt/open-series/article/view/18402 |
| _version_ | 1818764977223237632 |
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| author | Viktorija Kovanovienė Raminta Mačytė Rasa Petkevičiūtė Greta Zaikauskaitė |
| author_facet | Viktorija Kovanovienė Raminta Mačytė Rasa Petkevičiūtė Greta Zaikauskaitė |
| author_sort | Viktorija Kovanovienė |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-18T08:10:46Z |
| format | Article |
| id | doaj.art-b4727fa0d8ee4bc7ae85bbf70dc04f8b |
| institution | Directory Open Access Journal |
| issn | 2669-0535 |
| language | English |
| last_indexed | 2024-12-18T08:10:46Z |
| publishDate | 2019-12-01 |
| publisher | Vilnius University Press |
| record_format | Article |
| series | Vilnius University Open Series |
| spelling | doaj.art-b4727fa0d8ee4bc7ae85bbf70dc04f8b2022-12-21T21:14:54ZengVilnius University PressVilnius University Open Series2669-05352019-12-01210.15388/OpenSeries.2019.18402The influence of marketing tools on consumer behavior and its assessmentViktorija Kovanovienė0Raminta Mačytė1Rasa Petkevičiūtė2Greta Zaikauskaitė3Vilnius University, LithuaniaVilnius University, LithuaniaVilnius University, LithuaniaVilnius University, LithuaniaThe 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.https://www.journals.vu.lt/open-series/article/view/18402the influence of marketing tools, marketing communicationsconsumer behaviorconsumer decision-making processconsumer behavior assessment |
| spellingShingle | Viktorija Kovanovienė Raminta Mačytė Rasa Petkevičiūtė Greta Zaikauskaitė The influence of marketing tools on consumer behavior and its assessment Vilnius University Open Series the influence of marketing tools, marketing communications consumer behavior consumer decision-making process consumer behavior assessment |
| title | The influence of marketing tools on consumer behavior and its assessment |
| title_full | The influence of marketing tools on consumer behavior and its assessment |
| title_fullStr | The influence of marketing tools on consumer behavior and its assessment |
| title_full_unstemmed | The influence of marketing tools on consumer behavior and its assessment |
| title_short | The influence of marketing tools on consumer behavior and its assessment |
| title_sort | influence of marketing tools on consumer behavior and its assessment |
| topic | the influence of marketing tools, marketing communications consumer behavior consumer decision-making process consumer behavior assessment |
| url | https://www.journals.vu.lt/open-series/article/view/18402 |
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