Cultural aspects of advertising as a marketing communication tool of foreign enterprises on the Polish food market

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Published:
Apr 26, 2017
Issue
No. 117 (2017)
Section
Artykuły
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Robert Nowacki
Wydział Zarządzania i Finansów, Wyższa Szkoła Finansów i Zarządzania w Warszawie
https://orcid.org/0000-0001-7380-0672
Alicja Fandrejewska
Zakład Rynku Usług, Instytut Badań Rynku, Konsumpcji i Koniunktur w Warszawie

DOI: https://doi.org/10.22630/EIOGZ.2017.117.10
Keywords : marketing communications, advertising, cultural determinants, consumer behaviour, food products
Abstract
Functioning on foreign markets under the conditions of high competition and cultural diversity requires companies to take actions related to adapting their offer to purchasers’ expectations. This applies in particular to marketing communication, including advertising. The aim of this article is to analyse consumers’ approach to cultural adaptation of advertising, analysing consumers making purchases under the influence of advertising and those not affected by it, according to sex and age. Based on the findings of empirical study of Polish population, the authors examine the correlation between the assessment of the above mentioned phenomenon and the variables characterising the sample. The presented findings indicate that Polish consumers regard the phenomenon itself as important; however, the study has not pointed to any statistically significant differences in the opinions of the examined sample with regard to consumers’ demographic characteristics or degree of susceptibility to food products advertising.

Article Details

How to Cite
Nowacki, R., & Fandrejewska, A. (2017). Cultural aspects of advertising as a marketing communication tool of foreign enterprises on the Polish food market. Zeszyty Naukowe SGGW - Ekonomika I Organizacja Gospodarki Żywnościowej, (117), 137–150. https://doi.org/10.22630/EIOGZ.2017.117.10
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