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APPLICATION OF REGRESSION MODELS IN ANALYSIS OF THE ADVERTISEMENT'S IMPACT ON CONSUMER'S DECISION MAKING PROCESS

100%
Chrzanowska M., Chudzian J.
Metody Ilościowe w Badaniach Ekonomicznych
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2014
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vol. 15
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issue 2
64-73
EN
Consumer's behaviour in the market is a widely studied and analysed problem. Complexity of social, economic and psychological determinants that influence consumer's decision process is a reason for multilevel and multi-factor approaches to analyse this problem. Therefore the aim of this paper is to describe application of parametric regression model for the effectiveness of advertising. The study described is based on a survey covering 550 consumers of dairy product, all of age over 15 and living in one of the nine biggest Polish agglomerations. Built models were examined and verified statistically. Obtained results clearly show that the approach chosen to describe AIDA model is an appropriate method for analysing impact of advertisement on consumer's decision making process.
2
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Typy zachowań oszczędnościowych osób młodych w Gruzji na przykładzie mieszkańców Tbilisi

81%
Anioła-Mikołajczak P., Chudzian J., Pataraia L.
Journal of Agribusiness and Rural Development
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2014
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issue 4(34)
5-16
EN
The aim of this study is to distinguish the types of saving behaviour of young Georgians – residents of the capital Tbilisi. The objective was achieved using primary survey data and cluster analysis. Three types of saving behaviour strategies were distinguished: with cash, valuing safety and diversifying saving portfolio. Research indicates that among young residents of Georgia dominates the type of valuing safety. People belonging to this group place their savings in products with a low degree of risk, such as bank deposits in the national currency, cash and insurance policies.
PL
Celem niniejszej pracy było wyodrębnienie typów zachowań oszczędnościowych młodych Gruzinów – mieszkańców Tbilisi. Cel został zrealizowany z wykorzystaniem danych pierwotnych pochodzących z badań ankietowych prowadzonych w Gruzji. Za pomocą analizy skupień wyróżniono trzy typy zachowań istotnie różniące się między sobą strategiami w zakresie podejścia do oszczędności. Badania wykazały, że wśród młodych mieszkańców Gruzji dominuje typ ceniący bezpieczeństwo, lokujący swoje oszczędności w produkty o małym stopniu ryzyka, takie jak: depozyty bankowe w krajowej walucie, gotówka i polisy ubezpieczeniowe.
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