STOKLASA, Michal and Eva PITRUNOVÁ. Understanding Regional Product Characteristics and Consumers Purchasing them in the Czech Republic. ACTA UNIVERSITATIS AGRICULTURAE ET SILVICULTURAE MENDELIANAE BRUNENSIS. 2020, vol. 68, No 1, p. 243-253. ISSN 2464-8310. Available from: https://dx.doi.org/10.11118/actaun202068010243.
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Basic information
Original name Understanding Regional Product Characteristics and Consumers Purchasing them in the Czech Republic
Authors STOKLASA, Michal (203 Czech Republic, guarantor, belonging to the institution) and Eva PITRUNOVÁ (203 Czech Republic).
Edition ACTA UNIVERSITATIS AGRICULTURAE ET SILVICULTURAE MENDELIANAE BRUNENSIS, 2020, 2464-8310.
Other information
Original language English
Type of outcome Article in a journal
Field of Study 50204 Business and management
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
WWW odkaz na článek
RIV identification code RIV/47813059:19520/20:A0000141
Organization unit School of Business Administration in Karvina
Doi http://dx.doi.org/10.11118/actaun202068010243
Keywords (in Czech) regionální značky; regionální produkt; Kruskal-Wallisův test; nákupní chování
Keywords in English regional brand; regional product; regional product characteristics; purchasing behaviour; regional product availability; Kruskal-Wallis test; Czech Republic
Tags Reviewed
Changed by Changed by: Ing. Michal Stoklasa, Ph.D., učo 20807. Changed: 1/9/2020 13:25.
Abstract
This article deals with regional products in the Czech Republic. The goal is to examine the regional product characteristics, purchasing behavior when buying said products and basic segmentation criteria of their consumers. After an analysis of WoS and Scopus articles focusing on regional brands, we have concluded that areas explaining how consumers understand regional products (their characteristics), purchasing behavior and basic segmentation criteria are under-researched. Thus we have planned our research to tackle these areas. Our sample consists of 1050 respondents from the Czech Republic, gathered through questionnaire by professional agency Ipsos. We use Chi-Square test to test data, Kolmogorov-Smirnov test to test data distribution, Kruskal-Wallis test to test dependencies, and post-hoc pairwise comparison to test groups. Main results include: consumers assign different importance to regional product characteristics than regional brands communicate; most positive toward regional brands are age groups 36–45 and 26–35, university education, from Moravia or Silesia, least positive are youngest and oldest age group, with secondary education. We propose regional brands to utilize this knowledge when designing their communication.
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