Clusters of Czech Consumers with Focus On Domestic Brands

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F17%3A00001129" target="_blank" >RIV/75081431:_____/17:00001129 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Clusters of Czech Consumers with Focus On Domestic Brands
Original language description
The aim of this article is to present the level of brand awareness of Czech respondents divided into three clusters. Results of primary research on brand recall are introduced. The research was conducted in the Czech Republic in 2015. The research sample consisted of 1182 respondents who were asked to name domestic brands spontaneously without any aid. The outcomes presented in this article show the top ten recalled domestic brands in the context of the three consumer clusters. The most frequently recalled brands belong to the food and beverage sector. Despite the fact that consumers tend to buy Czech products because they wish to support their domestic economy and many of them also have patriotic motives, companies have to be watchful as consumers’ opinions can change rapidly in the world full of competing firms. Therefore the obtained research results can help marketers to raise consumers’ brand awareness.
Czech name
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Czech description
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Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Education Excellence and Innovation Managemenet through Vision 2020: From Regional Development Sustainability to Global Economic Growth
ISBN
9780986041976
ISSN
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e-ISSN
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Number of pages
14
Pages from-to
1703-1716
Publisher name
International Business Information Management Association (IBIMA)
Place of publication
Vienna, Austria
Event location
Vienna
Event date
May 3, 2017
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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