Abstract
Research background: Marketing communication should catch the attention of target customers, who pay attention to advertisements to make an interest in product, service, brand, or company. Marketing communication can impact customers behaviour in food choice due to association with personal identity, which is important interpersonal communication to others. Purpose of the article: Customers purchase a lot of food with no matter the possibility of consumption. Therefore, a lot of foods are wasted or degraded for consumption, because of health risks. It is necessary to influence target customers and change their mind setup and their purchasing behaviour in global retail chains. Methods: As primary research, a questionnaire survey was used. For the survey was asked 1042 persons to participate. From asked persons, we receive 451 questionnaires, which mean 43,28 %. In the amount of returned questionnaires, we had to remove 23 lists as incomplete. The total complete forms were 428 (41,08 % of asked). For the evaluation of gained data, there was applied Pearson’s chi-square test for independence of variables. Findings & Value added: Customers behave according to the presented message in communication tools, which they believe. Therefore, it is possible to use communication tools on the way of recipient behaviour cultivation. The main objective of the paper is to find a connection between marketing communication tools and customer behaviour within food products after the declared consumption date. For evaluation, there were used five variables of customer behaviour with food, and seven chosen marketing communication tools. From 35 possible connections, we found out dependencies for ten relations.
Highlights
Customers' behaviour is a key factor in care within a food product, especially after date expiration
All potential problems are included in reverse logistics
The main objective of the paper is to find a connection between marketing communication tools and customer behaviour within food products after the declared consumption date
Summary
Customers' behaviour is a key factor in care within a food product, especially after date expiration. The kind of care should be different according to the kind of food. A lot of people begin with care about products after usage purposes. The specific area of care after usage purpose is with food. There is usual behaviour when consumers buy a bigger amount of food products and do not consume them and they waste food. Ways of re-usage food products before expiration date have become a close part of day-to-day life. It is necessary to motivate customers to better food care and change their mind-set. It is possible to find the most suitable way how to use foods before expiration, such as delivering to food banks or providing necessary [1]
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