Main Dependences between Gender, Financial Status and Indicators Predicting Purchase of Mobile Products and Services in Bulgaria (original) (raw)
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SHS Web of Conferences, 2021
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Consumer behavior is the study of when, why, how, and where people do ordo notbuy a product. Gender has an important role in consumer behavior. Because, the differences between men and women about expectation, want, need, life-style etc. reflectto theirconsumption behavior.Survey of effect of gender on consumer behavior (acase study on mobile phone) according to the marketing mix. The methodology is causal-comparative Research. The currentsearching society is the student of Islamic Azad university of Neyshabuor and we have used the stratified random sampling and simple random sampling to select samples. Sample reach to 364 people. Also, in this search has been used from Questioner for tools of gathering data, and it is Reliability is accounted with using of Cronbach test. Also, have been used T-Independent Method, has results from Analyzing Assumption show that, There is a significant relationship between gender and consumer behavior. Also, there is a significant relationship betwee...
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MAIN DETERMINANTS OF THE INFLUENCE OF ADVERTISING ON BULGARIAN YOUTH
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The influence of advertising by mobile operators in Bulgaria on youth at the ages of 18 to 25 is largely important in the context of the rational use of various mobile products and services. The main thesis of this study is that the components of company advertising can influence a customer's decision for purchase. On the basis of this hypothesis, the aim of this study is to investigate the attitudes towards advertising components, and the degree of their impact on young consumers through conducting anonymous surveys. The obtained results show that younger recipients living in Sofia have greater trust and are more likely to be influenced by the messages of mobile operators' advertising, than those from Plovdiv and Stara Zagora. All of this allows the discovery of dependencies between certain demographic factors and influential advertising components.
VALUE CATEGORIES DETERMINING THE INFLUENCE OF MOBILE OPERATOR ADVERTISING ON YOUNG PEOPLE
Lyubomira Spasova
The impact of advertisings of mobile products and services on young generations is essential in the context of rational application of mobile communication. The aim of the study is to determine the extent to which the activation of values from the categories of universalism, self-direction and stimulation under the influence of advertising, leads to increased consumer interest in the products and services of mobile operators. The researcher tries to study the manifestations of some elements of the value system, which are the focus of advertisements of mobile operators, as well as the extent of their impact on customer interest. The Schwartz Method for research of values is applied, through a direct structured group survey among respondents aged 18 to 25 in three Bulgarian cities - Sofia, Plovdiv and Stara Zagora for the period 2019 - 2020. The results show that the values contained in the categories of universalism, self-direction and stimulation in the value system of young people, activated through advertising messages corresponding to these values, affect to varying degrees the consumer interest in products and services of mobile operators. It is established that the activation of the values from the category of self-direction has a significantly stronger impact on consumer interest, compared to the activation of the values from the categories of stimulation and universalism. Advertising messages strongly activate consumer interest in the value of "self-direction" - freedom and creativity; for the value "stimulation" - change and diversity; for the value "universalism" - environmental protection. Therefore, the promotion of these value categories through advertising carriers of mobile operators can lead to their manifestation, stimulation, as well as lasting formation, as young users of mobile products and services aged 18 to 25 are in the period of building the lasting attitudes, values and persuasions of the individual and any manifestation of any of the value categories and subcategories is essential for the achievement of commercial goals. All this leads to the conclusion of achieving a successful impact of the advertisements of mobile operators, in which the different value categories are present, as well as a desire to use more mobile products and services after the impact. Keywords: advertising, value categories, consumer behavior.
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The world is in a continuous changing, products change, people change but what matters is what makes us click? Many tried to answer this question, but there are a lot of factors that determine and have a real influence over the consumer behavior. This paper aims to analyze the influence perceived by consumers, whenever they bought or intent to buy a smartphone. It has been developed a marketing research regarding decision factors in choosing smartphones, how smartphone brands can influence the Romanian consumer behavior. It was designed an online survey hosted by esurveyspro, an online platform, the sample registered 110 respondents in two weeks (5 th-19 th August 2014). Also, by this case study about decision process in buying smartphones, we wanted to see after a thoroughly research and a serial of statistics tests, which factors influence best the Romanian consumer: is it the brand or the only thing that matters is what the device can do. The research is relevant for marketers because a smartphone can be a true "weapon" when it comes for mobile advertising, online, ecommerce, SMS Marketing and also it can be useful for the application developers and the service providers in knowing what lies behind such a buying decision to serve consumer better.
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