Detailed Information on Publication Record
2022
Consumer Perception of Regional Brands in Czechia in 2021
STOKLASA, Michal and Kateřina MATUŠÍNSKÁBasic 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
Language
English
Type of outcome
Článek v odborném periodiku
Field of Study
50204 Business and management
Country of publisher
Czech Republic
Confidentiality degree
není předmětem státního či obchodního tajemství
References:
RIV identification code
RIV/47813059:19520/22:A0000306
Organization unit
School of Business Administration in Karvina
Keywords in English
Consumer Behaviour; Regional Brand; Regional Brand Characteristics; Brand Model; Brand Awareness; Customer Characteristics
Změněno: 28/11/2022 08:53, Ing. Michal Stoklasa, Ph.D.
Abstract
V originále
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.