Open AccessDATA MINING AND ITS IMPACT ON MARKETING COMMUNICATION – CASE: HEAT-TREATED BIRCH WOOD
Author(s) -
Roman Dudík,
Vlastimil Borůvka,
Marcel Riedl,
Tomáš Holeček
Publication year - 2021
Publication title -
wood research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.371
H-Index - 18
eISSN - 2729-8906
pISSN - 1336-4561
DOI - 10.37763/wr.1336-4561/66.3.463476
Subject(s) - veneer , marketing , preference , sample (material) , marketing research , questionnaire , survey data collection , business , psychology , advertising , mathematics , materials science , statistics , chemistry , composite material , chromatography
The article presents the results of a marketing survey in the area of customer preferences in the case of different degrees of heat-treated solid wood and birch veneer. Part of the marketing survey was a questionnaire survey, where the respondents, as potential customers, expressed their preferences for individual samples which, at first glance, differed in colour due to the different degrees of heat treatment. The result of the research is a clear preference for the heat-treated samples compared to the reference sample without heat treatment. A more detailed secondary analysis of the data from the questionnaire survey was performed with regard to the gender, age and education of the respondents. Here, too, it is possible to conclude a clear preference for heat-treated samples for these groups of respondents. The article also analyses the possibilities of the marketing strategy with a focus on marketing communication, especially in relationto wood processors and producers.