THE BEST FOOD PRODUCT OF THE ÚSTÍ REGION - THE REGION OF PŘEMYSL ORÁČ: POSITION OF THE BRAND AMONG THE CONSUMERS IN ÚSTÍ REGION

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F71226401%3A_____%2F20%3AN0100445" target="_blank" >RIV/71226401:_____/20:N0100445 - isvavai.cz</a>
Result on the web
<a href="https://www.vspj.cz/vyzkum-a-projekty/casopisy-vspj/logos-polytechnikos" target="_blank" >https://www.vspj.cz/vyzkum-a-projekty/casopisy-vspj/logos-polytechnikos</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
THE BEST FOOD PRODUCT OF THE ÚSTÍ REGION - THE REGION OF PŘEMYSL ORÁČ: POSITION OF THE BRAND AMONG THE CONSUMERS IN ÚSTÍ REGION
Original language description
The article introduces and presents the result of the research focused on the recognition and position of the brand The Best Food Product of the Ústí Region - the Region of Přemysl Oráč (Nejlepší potravinářský výrobek Ústeckého kraje – kraje Přemysla Oráče) among the consumers in Ústí Region in the Czech republic. Also, the dependence of the recognition of the brand was tested in accordance to respondents’ level of education, their age and income. Quantitative research was conducted at the last quarter of 2017, data from 231 respondents were processed using the Pearson’s Chi-square test of independence. The level of the brand’s recognition is lower than the average, but it is dependent on the chosen demographic factors. The authors however suggest that the small and medium businesses should invest in the regional labelling and branding. The marketing communication activities to help increase the brand awareness should be more effective of the business.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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