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1

MARKETING AKO FILOZOFIA A FUNKCIA PODNIKANIA

100%
Lesáková D.
Ekonomický časopis (Journal of Economics)
|
2006
|
vol. 54
|
issue 4
323-336
EN
Marketing in Europe is regarded as a special function and section of the theory of enterprise economics, while in USA it is considered to be the economic discipline sui generis. The potential object of the research includes social life as a whole with all types of enterprises, and with the human being in the centre - that means that the theory of enterprise economics and marketing appears to be (just as applied sociology and psychology) in a certain sense against the other disciplines. The marketing processes and phenomena are an extraordinary complex, influenced by many factors and determined by the human behaviour. Plurality of the aims and the behaviour patterns often enable to formulate only the stochastic statements. The article concludes with an assessment of the specific definitions of marketing over the last four decades to explain how the nature of marketing has evolved in the time.
2

ROZHODOVANIE MANAŽÉROV V PROCESOCH INTERNACIONALIZÁCIE MALÝCH A STREDNÝCH PODNIKOV

100%
Lesáková D.
Ekonomický časopis (Journal of Economics)
|
2010
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vol. 58
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issue 10
1026 – 1038
EN
The intention of this paper is threefold: (1) to examine the managers decision processes leading to the internationalization of small and medium enterprises (SME) in Slovakia, (2) to assess the influence of previous experience of managers on their decision to act internationally, and (3) to analyse the adaptation of mental maps in strategic decision. The empirical research was based on a sample of randomly selected SME in Slovak Republic. The findings supported our hypothesis that mental maps play an important role in manager’s decision by foreign markets selection and that previous internationally accumulated experience has a strong impact on market’s perception and manager´s approach towards international strategies. The use of mental maps allowed highlighting of the links between managers experience, risk perception and factors influencing international strategic decisions.
3

TENDENCIE SPOTREBITEĽSKÉHO SPRÁVANIA A SPOTREBY V DOMÁCNOSTIACH DÔCHODCOV NA SLOVENSKU

100%
Lesáková D.
Ekonomický časopis (Journal of Economics)
|
2014
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vol. 62
|
issue 8
823 – 841
EN
The development of consumption expenditures of pensioners is an important issue that has many serious economic and social consequences. The paper is focused on the research in pensioner´s households, particularly on the assessment of individual consumption development and changes in consumption pattern. The analysis of consumption expenditures is based on the data provided by Slovak Statistics Office Household Budget Survey for the period 2007 – 2012. During the reporting period there was a slight decrease in the proportion of expenditures for basic goods and services (food with beverages and housing, electricity and gas) in households of pensioners, even though the absolute value is growing. We come to the conclusion that the main changes in pensioner´s consumption are caused primary by the income and secondary by aging signs. The paper indicates also the differences in consumption structure between the group of pensioners and employees. Finally, reasons behind the actual individual spending of pensioners are presented.
4

FAKTORY ZÁVISLOSTI OD NAKUPOVANIA V SEGMENTE VYSOKOŠKOLSKÝCH ŠTUDENTOV

100%
Lesáková D.
Ekonomický časopis (Journal of Economics)
|
2011
|
vol. 59
|
issue 9
895 – 904
EN
The objective of the presented paper is the exploration of compulsive buying, which is on the contrary to previous research understood as a function of various personal goals, rather than a result of psychological tension. Behavioural research has paid only marginal attention to the goal-basis of the consumer behaviour. Research of consumers as goal-oriented individuals could contribute to understand the question about the impact of personal goals on the process of buying behaviour. The research suggests that external goals such as financial success or attractive appearance are positively correlated with compulsive buying. On the other hand, internal goals, based on self-acceptance or links to community have a negative impact on compulsive buying. The findings indicate the need of further research in compulsive buying and could contribute to revealing the motives in compulsive buying.
5

ETHNOCENTRIC BEHAVIOUR IN THE SLOVAK POPULATION: DO SLOVAKS PURCHASE SLOVAK DAIRY PRODUCTS?

100%
Lesáková D.
Ekonomický časopis (Journal of Economics)
|
2016
|
vol. 64
|
issue 8
795 – 807
EN
The aim of our paper is threefold: 1. to examine consumers´ ethnocentric tendencies in dairy product category; 2. to investigate how demographic variables (age, gender, income and education) influence ethnocentric tendencies, and 3. to explore the impact of ethnocentrism on the willingness to buy domestic products. A sample of 265 respondents was employed in the research to collect the empirical data. To explore the impact of demographic variables on ethnocentrism in Slovak population and to prove the interaction hypotheses, one-way ANOVA tests and linear regression model were employed. The results of the research indicate that consumer ethnocentricity is a significant factor that should be taken into account in creating promotional campaigns for dairy products.
6

ROLE OF ENVIRONMENTAL STIMULI IN SHOPPING EVALUATION AND RESPONSES

63%
Daňo F., Lesáková D.
Ekonomický časopis (Journal of Economics)
|
2018
|
vol. 66
|
issue 5
465 – 478
EN
The main objective of the paper is to explore the impact of store design factors on consumer behaviour and to indicate how the store design evaluations influence customers’ relationship to a particular store. In our research we explore the store design factors of shelf height and shelf layout. We examine both cognitive and affective information processing in shaping store preference framework. Empirical research was conducted using laboratory experiments with photographic images of store design. Data were gathered from a total of 240 respondents. Non-probability sampling in the form of convenience sampling was employed. Analysis of variance was employed to test the hypotheses. We conclude that both design factors investigated in the study are important determinants of repeat purchase intention, however with different effect on cognitive and affective level.
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