Importance Of Marketing Comunication Tools With Regards To The Competitiveness Of Mini-Breweries

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12220%2F19%3A43900643" target="_blank" >RIV/60076658:12220/19:43900643 - isvavai.cz</a>
Result on the web
<a href="http://www.deturope.eu/img/upload/content_08763375.pdf" target="_blank" >http://www.deturope.eu/img/upload/content_08763375.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Importance Of Marketing Comunication Tools With Regards To The Competitiveness Of Mini-Breweries
Original language description
In accordance with the general world trend, a new form of breweries expands in the Czech beer market - mini-breweries. More than 220 new mini- breweries have been established in the period 2013-2016. This tendency does not let up. As the number of mini-breweries increases, we can inspect a strengthening competing pressure in this sector. Mini-breweries are supposed to start to really compete within among themselves and fight for customers. The data collection was done in January 2017 by means of an electronic survey on all population of mini-breweries (350 companies registered by December 31, 2017). The response rate was 41%. The aim of the paper is, by means of the descriptive statistics methods, to find out, what marketing tools the small breweries' managers or proprietors consider as most important with regards to the competitiveness of their business. The collected data were analysed by means of one-way classification according to the defined segmentation criteria. Most of respondents consider a good reputation (89%), recommendation of current clients (85%), and own website (60%) to be most important communication tools.
Czech name
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Czech description
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Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50401 - Sociology

Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical
DETUROPE - Central European Journal of Regional Development and Tourism
ISSN
1821-2506
e-ISSN
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Volume of the periodical
11
Issue of the periodical within the volume
1
Country of publishing house
RS - THE REPUBLIC OF SERBIA
Number of pages
15
Pages from-to
149-163
UT code for WoS article
000471019600009
EID of the result in the Scopus database
2-s2.0-85075989197

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