STOKLASA, Michal and Kateřina MATUŠÍNSKÁ. Consumer Perception of Regional Brands in Czechia in 2021. Scientific Papers of the University of Pardubice - Series D. 2022, vol. 30, No 1, p. 1-12. ISSN 1804-8048. Available from: https://dx.doi.org/10.46585/sp30011359.
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Basic information
Original name Consumer Perception of Regional Brands in Czechia in 2021
Authors STOKLASA, Michal (203 Czech Republic, guarantor, belonging to the institution) and Kateřina MATUŠÍNSKÁ (203 Czech Republic, belonging to the institution).
Edition Scientific Papers of the University of Pardubice - Series D, 2022, 1804-8048.
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/47813059:19520/22:A0000306
Organization unit School of Business Administration in Karvina
Doi http://dx.doi.org/10.46585/sp30011359
Keywords in English Consumer Behaviour; Regional Brand; Regional Brand Characteristics; Brand Model; Brand Awareness; Customer Characteristics
Changed by Changed by: Ing. Michal Stoklasa, Ph.D., učo 20807. Changed: 28/11/2022 08:53.
Abstract
The Covid-19 pandemic in 2020 and 2021 changed consumer purchasing behaviour and brand perception. Regional brands were denied their traditional availability and communication channels due to lockdowns. This poses a question whether regional brands are even relevant for consumers and companies in 2021? The aim of the article is thus to find out what the consumer regional brand awareness is, what are perceived regional brand characteristics/benefits, and what are regional brand customers characteristics. The sample used is 1050 respondents from the Czech Republic, gathered by Ipsos. The method used is online survey. The results are compared, where available, with results from 2014 and 2018 to illustrate the trends. Three research questions were formulated based on the three parts of article aim. Main findings include: the regional brand awareness is rising over the researched period to 73 % prompted awareness; main characteristics include region support, traditional production, high quality, and uniqueness; most favourable customer segments are age groups 46-55 and 56-65, with secondary and tertiary education, and income of 30 000 CZK and more.
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