DEVELOPMENT OF THE IMPORTANCE OF SELECTED MARKETING COMMUNICATION TOOLS OF MICROBREWERIES WITH REGARD TO THEIR COMPETITIVENESS – A CASE STUDY FROM THE CZECH REPUBLIC

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F24%3A%230000099" target="_blank" >RIV/02819180:_____/24:#0000099 - isvavai.cz</a>

Result on the web

<a href="https://www.magnanimitas.cz/ADALTA/1402/PDF/1402.pdf" target="_blank" >https://www.magnanimitas.cz/ADALTA/1402/PDF/1402.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.33543/1402" target="_blank" >10.33543/1402</a>

Result language

angličtina

Original language name

DEVELOPMENT OF THE IMPORTANCE OF SELECTED MARKETING COMMUNICATION TOOLS OF MICROBREWERIES WITH REGARD TO THEIR COMPETITIVENESS – A CASE STUDY FROM THE CZECH REPUBLIC

Original language description

Czech Republic is first in beer consumption per capita worldwide. In 2023, this consumption was 128 litres per capita, beer culture is deeply rooted here. A significant increase in the number of microbreweries and popularization of at-home beer brewing has been taking place since 2010. Production volume of microbreweries makes up 2.5% of the overall production volume of beer in the Czech Republic. With the number of microbreweries increasing, so does the competitive pressure in this market. What tools of marketing communication are important to the owners of microbreweries considering their competitive ability is a question that we will deal with in this paper. The research took place in 2016 and 2023, the data were acquired using a questionnaire and controlled interviews. The research sample constitutes of 30 microbreweries. The selected marketing communication tools were divided into three groups. The results of the first and second group (tools of targeted marketing communication and tools of marketing communication used at the sales site) are presented in this paper. The results show that only a few of the marketing communication tools have undergone a shift in their importance. However, a significant change can be seen in a number of microbreweries which deem these tools as important.

Czech name

—

Czech description

—

Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

—

OECD FORD branch

50204 - Business and management

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach<br>N - Vyzkumna aktivita podporovana z neverejnych zdroju

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

AD ALTA: Journal of Interdisciplinary Research

ISSN

1804-7890

e-ISSN

2464-6733

Volume of the periodical

14

Issue of the periodical within the volume

2

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

5

Pages from-to

64-68

UT code for WoS article

—

EID of the result in the Scopus database

—