DEVELOPMENT OF THE IMPORTANCE OF SELECTED MARKETING COMMUNICATION TOOLS OF MICROBREWERIES WITH REGARD TO THEIR COMPETITIVENESS – A CASE STUDY FROM THE CZECH REPUBLIC

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F24%3A%230000099" target="_blank" >RIV/02819180:_____/24:#0000099 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.magnanimitas.cz/ADALTA/1402/PDF/1402.pdf" target="_blank" >https://www.magnanimitas.cz/ADALTA/1402/PDF/1402.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.33543/1402" target="_blank" >10.33543/1402</a>

Jazyk výsledku

angličtina

Název v původním jazyce

DEVELOPMENT OF THE IMPORTANCE OF SELECTED MARKETING COMMUNICATION TOOLS OF MICROBREWERIES WITH REGARD TO THEIR COMPETITIVENESS – A CASE STUDY FROM THE CZECH REPUBLIC

Popis výsledku v původním jazyce

Czech Republic is first in beer consumption per capita worldwide. In 2023, this consumption was 128 litres per capita, beer culture is deeply rooted here. A significant increase in the number of microbreweries and popularization of at-home beer brewing has been taking place since 2010. Production volume of microbreweries makes up 2.5% of the overall production volume of beer in the Czech Republic. With the number of microbreweries increasing, so does the competitive pressure in this market. What tools of marketing communication are important to the owners of microbreweries considering their competitive ability is a question that we will deal with in this paper. The research took place in 2016 and 2023, the data were acquired using a questionnaire and controlled interviews. The research sample constitutes of 30 microbreweries. The selected marketing communication tools were divided into three groups. The results of the first and second group (tools of targeted marketing communication and tools of marketing communication used at the sales site) are presented in this paper. The results show that only a few of the marketing communication tools have undergone a shift in their importance. However, a significant change can be seen in a number of microbreweries which deem these tools as important.

Název v anglickém jazyce

DEVELOPMENT OF THE IMPORTANCE OF SELECTED MARKETING COMMUNICATION TOOLS OF MICROBREWERIES WITH REGARD TO THEIR COMPETITIVENESS – A CASE STUDY FROM THE CZECH REPUBLIC

Popis výsledku anglicky

Czech Republic is first in beer consumption per capita worldwide. In 2023, this consumption was 128 litres per capita, beer culture is deeply rooted here. A significant increase in the number of microbreweries and popularization of at-home beer brewing has been taking place since 2010. Production volume of microbreweries makes up 2.5% of the overall production volume of beer in the Czech Republic. With the number of microbreweries increasing, so does the competitive pressure in this market. What tools of marketing communication are important to the owners of microbreweries considering their competitive ability is a question that we will deal with in this paper. The research took place in 2016 and 2023, the data were acquired using a questionnaire and controlled interviews. The research sample constitutes of 30 microbreweries. The selected marketing communication tools were divided into three groups. The results of the first and second group (tools of targeted marketing communication and tools of marketing communication used at the sales site) are presented in this paper. The results show that only a few of the marketing communication tools have undergone a shift in their importance. However, a significant change can be seen in a number of microbreweries which deem these tools as important.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach<br>N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

AD ALTA: Journal of Interdisciplinary Research

ISSN

1804-7890

e-ISSN

2464-6733

Svazek periodika

14

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

5

Strana od-do

64-68

Kód UT WoS článku

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EID výsledku v databázi Scopus

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