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The Use Of Relevant Factors For Consumers In Designing A Communicational Message

Author

Listed:
  • Olimpia OANCEA

    (University of Pitesti, Postdoctoral researcher at The Bucharest University of Economic Studies)

Abstract

Today, organizations must adapt to the new realities of the environment in which they operate, and their efforts must be increasingly more oriented towards identifying the factors that influence consumer behavior, in particular economic, social and psychological aspects. When consumers are acting on incomplete information base, they assume automatically a risk for each purchasing decision. The size of the risk decreases depending on the quantity and relevance of information transmitted through communicational messages. Therefore, the aim of this paper is to highlight the factors that should be taken into account when designing a communicational message, so that this has to have the ability to change consumer attitudes and to keep constant interest to the products and / or services of a company.

Suggested Citation

  • Olimpia OANCEA, 2014. "The Use Of Relevant Factors For Consumers In Designing A Communicational Message," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 4, pages 639-644, July.
    • Handle: RePEc:cmj:seapas:y:2014:i:4:p:639-644
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    References listed on IDEAS

    as
    1. Ghulam Shabbir Khan & Burhan Ali Shah & Ahmed Imran Hunjra, 2012. "Effective Advertising and its Influence on Consumer Buying Behavior," Information Management and Business Review, AMH International, vol. 4(3), pages 114-119.
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Consumer behavior; Communicational message; Purchase decision;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q37 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation - - - Issues in International Trade

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