Full-text resources of CEJSH and other databases are now available in the new Library of Science.
Visit https://bibliotekanauki.pl

Results found: 2

first rewind previous Page / 1 next fast forward last

Search results

Search:
in the keywords:  CONSUMERS
help Sort By:

help Limit search:
first rewind previous Page / 1 next fast forward last
1
Content available remote

EXAMINING CONSUMERS' EXPERIENCE USING METAPHORS Metaphors for e-mail (Zastosowanie metafory w badaniach doswiadczen internautów. Metafory poczty elektronicznej)

100%
Swierczynska-Kaczor U.
e-mentor
|
2011
|
issue 3 (40)
74-81
EN
In todays' marketing strategy understanding and creating consumers' experience is vital. Among other tools marketers can use metaphors in their quest for gathering information. In this article the author discusses advantages and limitations of using metaphors as a research technique. The discussion is based on the presented results of the survey aiming to gain an inside view of internet users' experience connected with communication via e-mail. This popular Internet service is metaphorically described by informants as for example: - virtual travel by computer or mobile phone with safety bags installed in the 'internet vehicle'; - an unlimited container similar to an 'exclusive fridge', 'universe', or a 'neatly-packed wardrobe'; - the tool for strengthening relationships within family, friends or business. Although metaphors are useful tool in an advertising strategy, product development, understanding the core of customers' benefits or the context of consumers' experience, the marketers can fail by using them in traditional questionnaires. Nevertheless, the survey shows that metaphorical descriptions in traditionally scaled questions can positively trigger the informants' curiosity (but not necessary enhance the accuracy of their answers).
2

THE MODELING OF INDICES OF INSURANCE CULTURE OF CONSUMERS (Modeliuvannia pokaznykiv strakhovoi kultury spozhyvachiv)

100%
Baluk N. R.
Rehionalna ekonomika
|
2009
|
issue 4(54)
152-158
EN
Modern approaches to interpretation of the concept 'insurance culture' have been determined and the necessity of modeling of indices of the insurance culture of consumers proved. Possibilities of the high-quality, mediated and quantitative measuring of indices of the insurance culture of consumers have been characterized. Component elements and indices of the insurance culture of consumers have been separated. The results of the conducted sociological research are given in the form of questionnaire survey of actual and potential consumers of insurance services of the Western Region, on the basis of which the calculation of value of the insurance culture and its separate constituents is offered. By the modeling design and quantitative evaluation of separate indices of the insurance culture of consumers they are incorporated in the integral coefficient of the insurance culture.
first rewind previous Page / 1 next fast forward last
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.