Clustering in Relation to Brand Perception: An Example Based on Czech Consumers

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F16%3A43875206" target="_blank" >RIV/70883521:28130/16:43875206 - isvavai.cz</a>
Alternative codes found
RIV/75081431:_____/16:00001059
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Clustering in Relation to Brand Perception: An Example Based on Czech Consumers
Original language description
The aim of this article is to determine fundamental consumer groups with respect to their attitudes towards brands considering their origin, brand awareness, perceiving their quality and price. To meet the goals of this article, results of primary research focused on consumer preferences conducted in the Czech Republic were used. The research was done through a questionnaire survey and structured interviews during October and November of 2014. The sample consists of 1028 respondents expressing their preferences by answering 38 questions. Respondents' attitudes are evaluated in this article according to their gender, age, educational attainment, municipality size and net income. Based on the obtained data, consumer groups are divided into six clusters. The outcomes presented in this article provide a look at the structure of Czech consumers with respect to their buying preferences of brands.
Czech name
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Czech description
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Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 28th International Business Information Management Association Conference
ISBN
978-0-9860419-8-3
ISSN
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e-ISSN
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Number of pages
15
Pages from-to
2271-2285
Publisher name
IBIMA
Place of publication
Norristown, PA
Event location
Seville, Spain
Event date
Nov 9, 2016
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000392785700229

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