Brand Awareness of the Regional Food Královéhradecký kraj: Customers Point of View in 2020

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F71226401%3A_____%2F22%3AN0100703" target="_blank" >RIV/71226401:_____/22:N0100703 - isvavai.cz</a>
Result on the web
<a href="https://www.vspj.cz/conference-competition" target="_blank" >https://www.vspj.cz/conference-competition</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Brand Awareness of the Regional Food Královéhradecký kraj: Customers Point of View in 2020
Original language description
This contribution presents an overview of the results of research carried out in 2020 in the Hradec Králové Region, in the Czech Republic. The questionnaire of this survey was conducted in the year 2020 on sample of 323 respondents. The data were analysed by the Pearson’s Chi-squared test of independence on selected socio-demographic factors like respondent ́s age, education and net family income. The results show that in the Hradec Králové Region recognize this brand around 67 % of all respondents and the brand awareness still grows. The brand is more recognized by middle-aged consumers in age category 36-50 years. The brand is mainly known by middle-income respondents and respondents with the highest family income too. Regional food brands are a suitable marketing tool for small and middle-sized farmers and food producers for improving their business competitiveness.
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
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
International Scientific Conference COMPETITION: Proceedings of the 13th Annual International Scientific Conference COMPETITION
ISBN
978-80-88064-56-5
ISSN
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e-ISSN
2788-0605
Number of pages
9
Pages from-to
281-289
Publisher name
College of Polytechnics Jihlava
Place of publication
Jihlava
Event location
Jihlava
Event date
Nov 11, 2021
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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