Generation marketing in strategic marketing management : case study of honey market

• Autorzy: Šedík P. , Horská E. , Skowron-Grabowska B. , Illés C. B.

Identyfikatory

DOI

10.17512/pjms.2018.18.1.24

Warianty tytułu

PL

Marketing generacji w strategicznym zarządzaniu marketingiem : studium przypadku rynku miodu

• Języki publikacji: EN

Abstrakty

EN

The aim of the paper is to apply generation marketing in the development of strategies in honey marketing. The research is based on primary data obtained by questionnaire survey conducted in 2018. The research sample contains 1100 honey consumers between 18-70 years. The questionnaires were distributed online (via e-mails and social media tools) and in paper version. For achieving the results, data were processes and analysed by descriptive statistics, chi-square test of independence, Mann-Whitney U test and Categorical Principal Components Analysis. Significant differences were detected among generations in terms of their preferences, their consumer and purchasing behaviour. The results of the research might be an useful situation analysis for beekeepers who should consider these differences when designing marketing mix strategies. The different generations of consumers need promotion tools, so in their promotion strategy, beekeepers should consider forming of event marketing as well, such as excursion to apiaries, observation hives, honey festivals, seminars with honey degustation or honey breakfast at schools.

PL

Celem artykułu jest zastosowanie marketingu generacji w opracowywaniu strategii w marketingu miodu. Badanie opiera się na danych pierwotnych uzyskanych w badaniu ankietowym przeprowadzonym w 2018 r. Próba badawcza zawiera 1100 konsumentów miodu w wieku 18-70 lat. Ankiety były rozpowszechniane online (za pośrednictwem poczty elektronicznej i narzędzi mediów społecznościowych) oraz w wersji papierowej. Aby uzyskać wyniki, dane były przetworzone i przeanalizowane przez statystyki opisowe, test niezależności chi-kwadrat, test U Manna-Whitneya i analizę podstawowych składowych głównych. Istotne różnice wykryto między pokoleniami pod względem preferencji, zachowań konsumenckich i zakupów. Wyniki badań mogą być przydatną analizą sytuacyjną dla pszczelarzy, którzy powinni wziąć pod uwagę te różnice przy opracowywaniu strategii marketingu mix. Różne pokolenia konsumentów potrzebują narzędzi promocji, więc w swojej strategii promocyjnej pszczelarze powinni rozważyć także formułowanie marketingu wydarzeń, takich jak wycieczka do pasieki, ule obserwacyjne, festiwale miodowe, seminaria z degustacją miodu lub śniadanie miodowe w szkołach.

Słowa kluczowe

EN

honey market; consumer behaviour; age cohorts

PL

rynek miodu; zachowania konsumentów; grupy wiekowe

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2018
• Tom: Vol. 18, No. 1
• Strony: 326--337
• Opis fizyczny: Bibliogr. 30 poz., rys., tab.

Twórcy

autor

Šedík P.

• Slovak University of Agriculture in Nitra, Faculty of Economics and Management

autor

Horská E.

• Slovak University of Agriculture in Nitra, Faculty of Economics and Management

autor

Skowron-Grabowska B.

• Czestochowa University of Technology, Faculty of Management

autor

Illés C. B.

• Szent István University, Faculty of Economics and Social Sciences

Bibliografia

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Uwagi

Opracowanie rekordu w ramach umowy 509/P-DUN/2018 ze środków MNiSW przeznaczonych na działalność upowszechniającą naukę (2018).