engleski

IMPACT OF TRADITIONAL AND DIGITAL MARKETING ON CONSUMER PERCEPTION

This paper analyses the impact of traditional and digital marketing on consumerperception. Consumer perception of a particular product or a service heavily depends on bothconsumers' age and their individual needs. Consumer perception is a complex process, influenced by various factors. One of marketing's vital functions is continuous monitoring ofconsumer needs and other factors that influence consumer behaviour and their perception onadvertising the products and services. Adaptation to consumer needs will be quicker andmore effective with better understanding of the footprint individual factors have on consumerperception. Traditional marketing is increasingly being replaced with digital marketing, asthroughout the years digital marketing has been made much more accessible to consumers, especially younger generations. The objective of this paper is to determine the importance of both traditional and digital marketing and its affects on consumer perception through the purchase of certain products or services. Data used for the analysis was collected using 'desk research'- research that includes theoretical part. A quantitative survey was also conducted using a survey questionnaire on a representative sample. The analysis found that consumers' age has an affect on perception of traditional and digital marketing.

digital marketing, marketing, advertising, consumers, traditional marketing

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