regional formation and development studies - Klaipėdos universitetas

Valērijs Praude, Santa Bormane
Influence of Marketing Communications on the Processes of Consumers’ Decisions
Table 2 also shows that 54.2 % are influenced by advertisements on the Internet during the emergence
of a need for construction supplies. Indifference is probably the case with those respondents who note at
the beginning of the survey that they have neither seen nor heard advertisements on construction supplies
merchants and the products offered in the market, and have not purchased construction supplies this year.
Radio advertisements are less influential on the people than other types of advertisement during the
emergence of a need for construction supplies. This probably relates to the fact that a radio advertisement is
limited to hearing, whereas a televised advertisement is both heard and seen, thus reinforcing emotions and
the message the advertiser intends to convey. Hence, the importance of radio is lower than that of television
upon the emergence of a need for construction supplies.
31.9 % of the people polled are indifferent to sponsorship, while 14.5 % believe it has no or even negative
influence. This is probably linked to the way a company communicates with the society and renders support
to publicly significant events. Such kind of marketing activity will only promote a positive attitude towards
and remembrance of construction supplies merchants, but will not necessarily arouse a need for construction
supplies.
Overall, the results of the poll suggest that sales promotion measures (price discounts, coupons etc.),
personal selling, direct marketing and advertisements on television, the Internet and in press have the most
influence on consumers during the emergence of a need for construction supplies.
The next stage of buyers’ behaviour in the market involves the search of information and the assessment
of alternatives. The study is conducted with a view to find out which of the marketing communication is the
most influential upon buyers at the moment when they already have a need for construction supplies and it is
necessary to choose a particular product and obtain additional information thereon.
Table 3. Consumers’ evaluation of marketing communications upon searching information and assessing alternatives
Number of respondents, %
Type of MC
Significantly
influences
Influences Indifferent Does not influence
1 15.8 38.2 26.8 15.8 3.5
2 11.0 39.4 31.2 15.5 2.8
3 15.8 46.4 24.3 10.7 2.8
4 11.0 30.9 33.4 21.5 3.2
5 9.8 35.0 37.9 14.8 2.5
6 17.0 47.9 24.0 8.8 2.2
7 13.2 38.2 32.5 14.8 1.3
8 22.7 33.4 26.2 16.1 1.6
9 55.8 34.7 6.0 2.8 0.6
10 35.0 34.4 18.6 10.7 1.3
11 21.8 25.2 32.8 18.3 1.9
12 39.4 40.1 14.5 5.7 0.3
13 22.7 30.3 30.6 15.5 0.9
Negatively
influences
Source: created by the authors
The data of Table 3 show that 53.9 % of the respondents are influenced or significantly influenced by
advertisements on television while searching information on products and assessing alternatives (calculated
by summing up the percentages of both evaluations). 15.8 % are not influenced by televised advertisements,
and 3.5 % of the respondents admit negative influence during the search of information on products and the
weighing of alternatives. 26.8 %, for their part, are indifferent to television advertisements when looking for
information. This might be related to the tendency of consumers searching information on the products of
interest in the market themselves, on the Internet or in catalogues.
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