15 Apr 2024
Job Information
- Organisation/Company
Slovak University of Agriculture in Nitra- Department
Faculty of Economics and Management- Research Field
Economics- Researcher Profile
First Stage Researcher (R1)- Country
Slovakia- Application Deadline
31 May 2024 - 23:59 (Europe/Bratislava)- Type of Contract
Not Applicable- Job Status
Full-time- Hours Per Week
37,5- Offer Starting Date
1 Sep 2024- Is the job funded through the EU Research Framework Programme?
Not funded by an EU programme- Is the Job related to staff position within a Research Infrastructure?
No
Offer Description
The Impact of Selected Marketing Communication Tools on Consumer Behaviour in the Food Market
Supervisor: doc. Ing. Ingrida Košičiarová, PhD.
Workplace: Institute of Marketing, Trade and Social Studies
Field of study: Economics and Management
Study programme: Agrarian Trade and Marketing
Form of study: full-time
Marketing communication is one of the most important elements of the marketing mix as it directly affects or appeals to the consumer and can influence their behaviour. In this direction, rational and irrational elements are manifested, which influence the purchase of products in the food market and the conditions of the Slovak Republic. Since marketing communication contains many tools, whether modern or classical, the dissertation will select the most significant of each category and examine and compare their impact on rational and irrational consumer decision-making. The main aim of the dissertation will be to investigate the impact of selected marketing communication tools on rational and irrational consumer behaviour in the food market in the Slovak Republic. The dissertation aims to investigate the given market situation and to provide the latest knowledge for practice, preferably for retail chains operating in the food market in the Slovak Republic. A unique contribution of the dissertation will be comparing classical and modern marketing communication tools with rational and irrational consumer behaviour, which has yet to be studied to this extent and in such a way so far. The research plan will be carried out by a questionnaire survey of consumers for the evaluation of which relevant statistical methods and techniques will be used, such as the Chisquare goodness-of-fit test, Chi-square coefficient of concordance, Cramer's V coefficient, Friedman's test, Nemenyi's method, Kruskal-Wallis test, Fisher's exact test, as well as cluster analysis, correlation and regression analysis, and other methods and techniques depending on the obtained data. Rationality and irrationality in consumer behaviour are extremely important, as they directly shape market conditions and affect all the entities that operate on them. A significant contribution of marketing communication is that it can significantly influence the consumer in this direction. Methods and forms will also be examined in the dissertation. The knowledge and recommendations arising from the research will serve not only for practice but also for the academic and general public since its scope and significance extend to all these areas. The dissertation is linked to the research project VEGA 1/0404/22, “Rationality and Irrationality in Creating Preferences in Consumer Shopping Behaviour on the Threshold of the 3rd Millennium" Topic for applicants for full time study. Dissertation will be processed in Slovak language or in English language.
Vplyv vybraných nástrojov marketingovej komunikácie na správanie spotrebiteľov na trhu potravín
Školiteľ: doc. Ing. Ingrida Košičiarová, PhD.
Pracovisko: Ústav marketingu, obchodu a sociálnych štúdií
Študijný odbor: Ekonómia a manažment
Študijný program: Agrárny obchod a marketing
Forma štúdia: denná
Marketingová komunikácia patrí medzi najvýznamnejšie elementy marketingového mixu nakoľko priamo ovplyvňuje, či dokonca apeluje na spotrebiteľa a dokáže ovplyvňovať jeho spotrebiteľské správanie. V tomto smere sa prejavujú tak racionálne, ako iracionálne prvky, ktoré ovplyvňujú kúpu produktov na trhu potravín aj v podmienkach Slovenskej republiky. Nakoľko marketingová komunikácia obsahuje nespočetné množstvo nástrojov, či už novodobých, alebo klasických, dizertačná práca vyberie najvýznamnejší z každej kategórie a bude skúmať a porovnávať ich vplyv na racionálne a iracionálne rozhodovanie spotrebiteľa. Hlavným cieľom dizertačnej práce bude skúmať vplyv vybraných nástrojov marketingovej komunikácie na racionálne a iracionálne správanie spotrebiteľov na trhu potravín v podmienkach Slovenskej republiky. Zámerom dizertačnej práce je skúmať danú situáciu na trhu a poskytnúť najnovšie poznatky pre prax, prioritne pre obchodné reťazce pôsobiace na trhu potravín v Slovenskej republike. Unikátnym prínosom dizertačnej práce bude porovnanie klasických a novodobých nástrojov marketingovej komunikácie s racionálnym a iracionálnym správaním spotrebiteľa čo doposiaľ v takomto rozsahu a takýmto spôsobom nebolo skúmané. Výskumný zámer sa bude realizovať dotazníkovým prieskumom spotrebiteľov, na ktorého vyhodnotenie budú použité relevantné štatistické metódy a techniky, ako napr. Chi-kvadrát test dobrej zhody, Chi-kvadrát kontigenčného koeficientu, Cramerov V koeficient, Friedmanov test, Nemenyiho metóda, Kruskal-Wallisov test, Fisherov exaktný test, ale i zhluková analýza, korelačná a regresná analýza, ako i ďalšie metódy a techniky v závislosti od získaných údajov. Racionalita a iracionalita v správaní spotrebiteľa je nesmierne dôležitá, nakoľko priamo formuje podmienky trhu a ovplyvňuje všetky subjekty, ktoré na ňom pôsobia. Významným prínosom marketingovej komunikácie je, že v tomto smere dokáže spotrebiteľa významne ovplyvňovať. Spôsoby a formy budú taktiež predmetom skúmania dizertačnej práce. Poznatky a odporúčania plynúce z výskumu budú slúžiť nielen pre prax, ale i pre akademickú a laickú obec nakoľko svojim rozsahom a významom zasahuje do všetkých týchto oblastí. Dizertačná práca je naviazaná na riešený projekt VEGA 1/0404/22 "Racionalita a iracionalita pri kreovaní preferencií v nákupnom správaní spotrebiteľov na prahu 3.tisícročia. Téma pre uchádzačov o dennú formu štúdia. Dizertačná práca sa bude spracovávať v slovenskom jazyku alebo v anglickom jazyku.
More information about PhD position
https://fem.uniag.sk/en/doctoral-study/
https://fem.uniag.sk/sk/doktorandske-studium/
Filling in the application form is possible from 1/5/2024 to 31/5/2024
Additional research info: [email protected]
Additional admin info:[email protected]
Requirements
- Research Field
- Economics
- Education Level
- Master Degree or equivalent
- Languages
- ENGLISH
Additional Information
- Website for additional job details
https://fem.uniag.sk/sk/domov/
Work Location(s)
- Number of offers available
- 1
- Company/Institute
- Institute of Marketing, Trade and Social Studies
- Country
- Slovakia
- State/Province
- Slovakia
- City
- Nitra
- Postal Code
- 94976
- Street
- Trieda Andreja Hlinku 2
Where to apply
- Website
https://fem.uniag.sk/sk/prihlaska/
Contact
- State/Province
Slovakia- City
Nitra- Website
http://www.uniag.sk/sk/- Street
Trieda Andreja Hlinku 2- Postal Code
949 76
STATUS: EXPIRED
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