IMPACT OF ADVERTISING ON BEHAVIOUR OF CONSUMERS OF LOW AND HIGH LEVEL OF CONSUMPTION OF DAIRY PRODUCTS

The main goal of this work was to evaluate the influence of the advertising of dairy products on consumer behaviour on the specific market. The objective was completed based on the primary data from a research carried out on a sample of 550 interviewees. The study revealed that examined sample differed in sensitivity to advertising messages depending on the level of consumption. The effectiveness of advertising was measured by operationalizing theoretical model of the advertising impact, namely AIDA. Regression tree models were built across groups of consumers with different consumption levels of dairy products in order to illustrate the differences between them. It was observed that advertising messages of emotional nature have significant importance for heavy users while light users are more sensitive to rational communication.