Abstract:

Nowadays, both the Slovak and European consumers are affected by a variety of marketing communication tools, from classic tools to the most sophisticated tools of a marketing communication mix that can entice consumers into buying a product. One of the classic and most used tools of marketing communication mix is direct marketing, which still has its position as a promoter. The aim of the contribution is the theoretical processing of the studied direct marketing issues as well as the analysis of the impact of direct marketing and selected forms of direct marketing on the purchasing behaviour of the Slovak consumer in terms of selected characteristics. To confirm the hypotheses, we used the chi-square test method. The results of our research show that there is no difference in the preference of the different forms of direct marketing depending on the educational level of the respondents. There is no difference in respondents' responses to direct marketing, depending on the gender of the respondents.