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Abstract

In order to identify the attitudes of consumers towards innovative food products, including functional foods, qualitative research was carried out in 2019 to find out what are the components of these attitudes in relation to innovative food, on the example of functional food, in the conditions of the growing global tendency to care for health and convenience. As a result of the research carried out using the focus group interview (FGI) methodology, it was found that innovative food is associated with a new taste or packaging, increased nutritional value, as well as health related attributes. Often, in studies, consumers also referred to the reduction or complete elimination of allergenic ingredients and other chemical ingredients, e.g. preservatives, flavor enhancers. Consumers accept these innovations in different ways, generally showing skepticism about “improving” food by enriching it with various ingredients, while positively referring to changes related to the reduction in the content of nutrients considered harmful to health, e.g. fat, sugar or salt. It was also noted that innovativeness treated as a personality trait is accompanied by such features as: openness, tolerance, optimism, life satisfaction, while people lacking tendency to accept innovation are usually pessimistic about the world, attached to tradition or thrifty. It was also noted that consumers similarly perceive innovative and functional food, indicating that functional products are food with a specific health purpose, with a modified composition. The interviewees also indicated that it is possible to increase the interest of consumers in purchasing new food products or functional food through, inter alia, well targeted marketing messages, and it is necessary to take into account the legal regulations regarding their wording when formulating them. This applies in particular to the possibility of using nutrition and health claims in the case of products enriched with ingredients with a declared health-related effect.

Abstract

The necessity and urgency of the gap reducing between the pace of technological and humanitarian development of society in order to prevent the risks caused by the insufficient level of training of users of modern technologies is pointed out. The expediency of strengthening of the humanitarian component in the educational process is substantiated. Based on the method of desk content research, some structural and substantive differences between normative documents are illustrated, the positive influence of harmonization of legislation in the field of education is shown, as well as the development of educational standards on the formulation of personality values in these documents. The group of moral and ethical characteristics of students and teachers of Ukraine and Poland was evaluated. A relatively low level of presence of characteristics that make up the values of the representatives of the surveyed groups is established. Positive and negative dynamics of various indicators are revealed. A comparative evaluation of the studied characteristics between the representatives of Ukraine and Poland was carried out. An explanation of the identified differences is given.

Abstract

The purpose of the article is to present the extent to which consumers use modern and traditional forms of marketing communication about the market offer, depending on the characteristics of these consumers, as well as to recognize the attitudes and market behavior of consumers under the influence these forms of communication, with particular emphasis on online advertising and social media. The basis of the analyzes are the results of the own, nationwide, surveys carried out in 1995, 2001 and 2017/2018. The importance of online information sources in influencing consumer behavior has grown dynamically, but the role of reference groups as a source of information on offers is still relatively large. Despite the increase in critical attitudes towards advertising, it does not significantly reduce its effectiveness in influencing consumers, although the mechanism of this influence is changing, as the strength of the behavioral component of the attitudes studied, is greater compared to the emotional component. Moreover, according to the criterion of age and education, there are significant differences in attitudes and the use of online sources of information between consumer groups, but these differences tend to decrease due to the growing rate of internet penetration. The generation Z’s susceptibility to advertising is relatively the greatest, not only in relation to ads broadcasted on the web, but also offline ads. Consumers from this generation are also more likely to engage in various types of social media activity in shaping the market offer.

Abstract

The paper presents the substantiation of the need to reform the higher education system of Ukraine in line with European and international standards and requirements, providing a full transition to competentive approach to learning. The essence and advantages of using competency potential for improvement of the higher education system in Ukraine are determined. A comprehensive marketing research are conducted, using the method of content analysis that helped to reveal the modern competencies needed for students and graduates of financial and legal specialties. In addition, a survey was conducted which showed that there were problems with the level and quality of the formation of professional and key competences.

Abstract

The studies demonstrated that the sustainable development concept hadn’t hinged the justification on hopes because the previous crisis of the global economy was synchronous in almost all countries in the world. The innovative approach to management of the future and to forming a new concept of the humankind development is very important today. The hypothesis that in the future the culture instrument for management of human activity will have to turn into a third component for a new correction of the humankind ideology in the association of the market and the hierarchy is proposed. The meaning of the humankind history learning is highlighted. But it is also demonstrated the difficulties for the people to learn the Big Data of historical information in details. The new approach to the process of history learning at higher educational establishments is proposed, namely: to learn historical information by the reverse chronological order from the contemporary history step to the old ancient history, from the special to the general: from learning history of the native country to learning history of all countries over the world. It places emphasis that under the conditions of the information chaos anyone might become the author (or several authors) of the global culture of the future as the main threat for the humankind.

Abstract

The major objective of this research is to test if two types of information overload are different: Information overload from searching for the information someone needs to search, and information overload from following all the information someone needs to follow. These two types of information overload may be labelled information search overload and information follow overload, corresponding to the concepts of information search and information follow. Using the data of a survey from a sample of about 1600 respondents across 50 states in the United States, the research identified 2 items corresponding to information search overload and information follow overload, and ran analyses including correlation and logistic regression with the 2 items separately as the dependent variables, and with some other items about consumers’ activities involving information as independent variables. Results of the various analyses suggest that information search overload and information follow overload are different, especially in terms of how they associate with different variables of consumer activities involving information, therefore indicate as a preliminary research that we may separate the two types of information overload in our future research.

Abstract

In the article, whose construction is of theoretical and empirical nature, the author attempted to achieve the following objectives: 1) identification and critical assessment of expenditures on research and development (GERD index), expressed in euro per inhabitant, incurred by statistical units concentrated in the sectors: business enterprises, government, higher education, private non-profit organizations and jointly in all sectors in countries members of the European Union. The level and dynamics of these expenditures are treated as an indirect measure of senior management’s involvement in creating R&D policy and efficient management in R&D phases; 2) an attempt to verify theses that R&D expenditures are variable and diversified in EU Member States, which indicates the lack of a rational R&D policy focused on the systematic generation of new knowledge materialized in innovations providing customers the expected value in a systemic way; 3) developing models of innovative R&D activities management. To develop the article, research methods are used, such as: critical-cognitive analysis of literature, statistical-comparative analysis of Eurostat’s empirical secondary material, projection method. The level of the GERD meter indicates a significant differentiation of R&D expenditure in individual sections of the analysis. The member states of the old EU had relatively higher outlays for this purpose compared to the new member states.

Abstract

Although the pace of life is very high today, young people spend free time among applications and electronic devices, but theatrical performances are relatively popular nonetheless. Theaters to appeal to young people should use online tools as a basic form of advertising. One of the most popular forms of e-marketing is the search engine SEM. The research question was formulated in the form: do the theaters advertise in paid search results PPC? To answer this question, we analyzed the search results on Google, including AdWords ads, among Polish theaters for popular keywords. By analyzing the results obtained, it can be said that definitely theaters do not use PPC as an advertising tool. Among the popular keywords only 5 theaters were identified using this form, which represents less than 3% of all the theaters in Poland. The reasons for low popularity are the high costs and the lack of advertising due to the relatively large number of contemporary theater customers.

Abstract

The aim of the article was to determine the use of Facebook groups as a marketing tool. The author conducted the research using a survey. To distribute the questionnaire author used a Facebook ad tool targeted at Polish women, who are planning a wedding or are shortly after it. Based on the example of the wedding industry, it was found that the content on these types of groups has large reach and generate high involvement of their participants. Members of Facebook wedding groups often take into account the recommendations they find on these groups when making wedding-related purchasing decisions. Companies often take advantage of this by using word of mouth marketing or direct sales (promotion). They can also create their own Facebook groups gathering the community around interests related to their activities. There is currently insufficient research on the possibilities of using Facebook groups as marketing tools. The article indicates various ways of using them to achieve marketing goals.