Influence of technology on regional brands in Czechia

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F19%3AA0000085" target="_blank" >RIV/47813059:19520/19:A0000085 - isvavai.cz</a>

Výsledek na webu

<a href="https://content.sciendo.com/view/journals/emj/11/4/article-p92.xml?tab_body=Article" target="_blank" >https://content.sciendo.com/view/journals/emj/11/4/article-p92.xml?tab_body=Article</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.2478/emj-2019-0036" target="_blank" >10.2478/emj-2019-0036</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Influence of technology on regional brands in Czechia

Popis výsledku v původním jazyce

Purpose. The aim of this article is to examine the effects of new technology on the purchase of regional brands in Czechia and draw conclusions that will help the brands adapt to their customers’ needs. Regional brands are a specialty in the Central Europe, consumers are fed up with global low quality retail products. These traditional local handmade products are heavily influenced by new technology and customers requiring them to be purchasable online with massive online presence. Methodology. The sample consists of 1050 Czechs and the data were gathered by professional marketing agency Ipsos through questionnaire survey. The sample is tested using one-way Chi square test of good compliance to test basic sample characteristics, followed with one sample Kolmogorov-Smirnov test to test the data distribution, and then the dependencies are tested with Kruskal-Wallis test. Finally, a post-hoc test suitable for the type of analysis can be chosen to better understand which group of factors is influencing the results and how. Results. The main findings include slow change in the demand as customers are neutral about regional brands available through online shops, require them to have quality website and are neutral about social media. Practical implications. Solutions are proposed through government run brand with a platform providing web layouts and hybrid e-shop. Also proposed is what type of content and how should be done based on segmentation criteria from the research.

Název v anglickém jazyce

Influence of technology on regional brands in Czechia

Popis výsledku anglicky

Purpose. The aim of this article is to examine the effects of new technology on the purchase of regional brands in Czechia and draw conclusions that will help the brands adapt to their customers’ needs. Regional brands are a specialty in the Central Europe, consumers are fed up with global low quality retail products. These traditional local handmade products are heavily influenced by new technology and customers requiring them to be purchasable online with massive online presence. Methodology. The sample consists of 1050 Czechs and the data were gathered by professional marketing agency Ipsos through questionnaire survey. The sample is tested using one-way Chi square test of good compliance to test basic sample characteristics, followed with one sample Kolmogorov-Smirnov test to test the data distribution, and then the dependencies are tested with Kruskal-Wallis test. Finally, a post-hoc test suitable for the type of analysis can be chosen to better understand which group of factors is influencing the results and how. Results. The main findings include slow change in the demand as customers are neutral about regional brands available through online shops, require them to have quality website and are neutral about social media. Practical implications. Solutions are proposed through government run brand with a platform providing web layouts and hybrid e-shop. Also proposed is what type of content and how should be done based on segmentation criteria from the research.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název periodika

Engineering Management in Production and Services

ISSN

2543-912X

e-ISSN

—

Svazek periodika

11

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

PL - Polská republika

Počet stran výsledku

117

Strana od-do

92-102

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85078349067