JANA RYBANSKÁ1*, ĽUDMILA NAGYOVÁ2, ELENA HORSKÁ3
1Mgr. et Mgr. Jana Rybanská, PhD/Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Marketing and Trade, Tr. A. Hlinku 2, 949 76 Nitra, Slovak Republic
2prof. Ing. Ľudmila Nagyová, PhD/Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Marketing and Trade, Tr. A. Hlinku 2, 949 76 Nitra, Slovak Republic
3prof. Dr. Ing. Elena Horská/Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Marketing and Trade, Tr. A. Hlinku 2, 949 76 Nitra, Slovak Republic
*Corresponding author e-mail: Jana Rybanská, rybanska@is.uniag.sk
Abstract:
Nowadays, it is very demanding to reach the attention of consumer. There are many new marketing methods, techniques and tools that can persuade consumers to buy food products of different categories. Television and internet advertisements are still very popular even though some authors believe that they gradually lose their power. We believe that in the current digital age, internet commercials have a great potential because they can reach the large number of potential customers. In our study, we firstly used projective test of unfinished sentences to evaluate seven selected food commercials. It was found out that even though consumers claimed that they do not like TV commercials they are willing to watch them until the end and buy promoted products. We focused on 180 young consumers (20-30 years old) who belong to the generation Y and we studied the persuading power of food advertisements with different topics. We were focused on food categories that are elastic, i.e. they are sensitive to the price changes on the market, mostly sweets and beverages. We call them “food we can live without”. This category of food is very important not only for agriculture, but for the whole economy, because current consumers are very specific and it is very difficult to satisfy them. Even though 130 respondents (72%) claimed that they sense mostly negative emotions during watching audio-visual commercials, 63% of them have personal experience with buying products that they saw in the TV or internet commercial. Another interesting finding is that most popular food commercials contain live or animated animals. We can assume that TV and internet commercials are still very effective if they can be associated easily with promoted product.
Keywords: food commercial; consumer behavior; food products; agricultural products; marketing communication; advertismenet.
