Creating Value for the Consumer Through Marketing Communication Tools
Viktorija Kovanoviene, Giedrius Romeika, Wjatscheslav Baumung
Keywords:
creating consumer value, communicating consumer value, marketing communication tools, consumer
perceived value, competitiveness, retail sector
Abstract:
The situation in the markets is changing rapidly and competition in the business sector is
increasing rapidly. As a result, corporate marketing decisions are based on creating greater
value for the consumer, which creates competitiveness and provides an advantage in competing
for future customer loyalty. The purpose of this study is to determine whether there is a link
between marketing communication tools and consumer perceived value in pursuit of consumer
loyalty. Qualitative (observational research) and quantitative (a questionnaire survey) research
methods were used to investigate the problem empirically. The observational research elucidated
the value provided to the consumer by the research objects through marketing communication
tools, supplementing the key questions for the quantitative study. Correlation and regression
analysis were used in the study, with the results showing a statistically significant relationship
between marketing communication tools and consumer perceived value in terms of user loyalty.
It has also been determined that the greatest and strongest relationship in consumer value
creation through marketing communication tools is the appropriate, mutually coordinated and
complementary use of a package of marketing communication tools to achieve synergies that
create the preconditions for increasing consumer loyalty in a competitive market.
Fulltext download:
 Creating Value for the Consumer Through Marketing Communication Tools [PDF file] [Filesize: 1.13 MB]
 10.7441/joc.2021.01.04
Kovanoviene, V., Romeika, G., & Baumung, W. (2021). Creating Value for the Consumer Through
Marketing Communication Tools. Journal of Competitiveness, 13(1), 59–75. https://doi.org/10.7441/joc.2021.01.04
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