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Corporate Communication as One of the Basic Attributes of Corporate Identity – Case Study of Chocolate Milka

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Nagyová Ľ., Košičiarová I., Sedliaková M.
Communication Today
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2017
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vol. 8
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issue 1
86–103
EN
One of the basic aims of all companies doing business in the present market environment is to distinguish themselves from their competition. The basic way how to do it is to create a unique corporate identity, i.e. a functioning mixture of corporate culture, design, product and corporate communication. The research article deals with the issue of corporate communication as one of the basic attributes of corporate identity. The text’s objective is to bring new information about corporate comunication of Milka chocolate, as well as to determine Slovak respondents’ opinions on the level of external communication of Milka and the possible ways ofimproving it. The research methodology included a questionnaire survey conducted in the electronic form, which was shared through social media (the research sample involved 1,518 respondents from all regions of the Slovak Republic) and testing of a smaller number of respondents via the emWave PC system (the tested group consisted of 20 participants who were randomly selected from the previous research sample). As we were interested in conducting a deeper analysis of the obtained results, four assumptions and eight hypotheses were formulated and then tested using Pearson’s chi-square test, Cramer’s contingency coefficient and Phi coefficient. As the results of the research show, the Slovak respondents perceive Milka’s corporate communication quite positively – almost 76% of the surveyed respondents claim that they consider it to be interesting and unobtrusive; more than 49% and almost 40% of the respondents say that they think Milka’s promotion is adequate and good enough, respectively; more than 60% of them see Milka’s advertisements as attractive and almost 55% of the participants think that Milka-related advertising is able to motivate the potential buyers to purchase these products.
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Selected Psychological Factors as Predictors of Consumer Choice in the Milk Product Market

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Rybanská J., Nagyová Ľ., Tkáč F.
Olsztyn Economic Journal
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2019
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vol. 14
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issue 3
287-298
EN
Milk and milk products represent one of the most important components of a well-balanced diet. The average consumption of milk in 2017 in Slovakia was about 176 kg per capita. Because the consumption of milk and milk products is generally considered to be very important for human health, it is also important to convince consumers to buy these products. The presented paper deals with selected psychological factors that influence consumer behaviour when buying milk and milk products. We focused on 180 young consumers (20-45 years old) who belong to the generation Y and we studied the persuading power of selected tools of marketing communication (mainly visual aspects like colour, features of logos, overall look of packages, etc.) for milk. Several methods of psychological and marketing research were used in the study, specifically a personality questionnaire NEO FFI, semantic differential based analysis of profile, content analysis and an analysis of dependences (binomial logit). It was found that personality characteristics and the temperament structure of consumers influence their choices in the milk product market. Packages and logos of milk products are strong persuaders if they are associated with the offered products.
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