Media & Mass Communication, Volume 2, 2013

Streszczenie: This paper presents partial results of research based on consumer preferences when shopping for food. It is focused on the area of marketing communication and loyalty to grocery stores build on flyers. The main objective of this paper is to determine which consumers are influenced by flyers and which consumers are shopping for food according the information found in these flyers. The next objectives are to determine which consumers are influenced by flyers and which consumers are shopping for food according the information found in these flyers, to define which parameters are crucial for consumer when choosing his grocery store and to find a differences between consumers in different age or consumers of different gender in terms of influence by flyers. The results are based on questionnaire survey that was conducted within the period from 2011 to 2013 on a sample of 4835 respondents from the Czech Republic, via online questionnaires. For the data collection the questionnaire system Re La, developed by the Department of Marketing and Trade at Faculty of Business and Economics at Mendel University in Brno, was used. Data was processed with statistical software STATISTICA (ver. 10). The results show that czech consumers are strongly influenced by flyers when shopping for food and also the flyers should be not only low price oriented, because consumers are most focused on information about fresh goods, quality of the goods and wide range of goods offered.