J 2022

Consumer Perception of Regional Brands in Czechia in 2021

STOKLASA, Michal and Kateřina MATUŠÍNSKÁ

Basic information

Original name

Consumer Perception of Regional Brands in Czechia in 2021

Authors

Edition

Scientific Papers of the University of Pardubice - Series D, 2022, 1804-8048

Other information

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

References:

Marked to be transferred to RIV

Yes

RIV identification code

RIV/47813059:19520/22:A0000306

Organization unit

School of Business Administration in Karvina

DOI

EID Scopus

Keywords in English

Consumer Behaviour; Regional Brand; Regional Brand Characteristics; Brand Model; Brand Awareness; Customer Characteristics
Changed: 28/11/2022 08:53, Ing. Michal Stoklasa, Ph.D.

Abstract

In the original language

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.