Importance Of Marketing Comunication Tools With Regards To The Competitiveness Of Mini-Breweries

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12220%2F19%3A43900643" target="_blank" >RIV/60076658:12220/19:43900643 - isvavai.cz</a>

Výsledek na webu

<a href="http://www.deturope.eu/img/upload/content_08763375.pdf" target="_blank" >http://www.deturope.eu/img/upload/content_08763375.pdf</a>

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

Importance Of Marketing Comunication Tools With Regards To The Competitiveness Of Mini-Breweries

Popis výsledku v původním jazyce

In accordance with the general world trend, a new form of breweries expands in the Czech beer market - mini-breweries. More than 220 new mini- breweries have been established in the period 2013-2016. This tendency does not let up. As the number of mini-breweries increases, we can inspect a strengthening competing pressure in this sector. Mini-breweries are supposed to start to really compete within among themselves and fight for customers. The data collection was done in January 2017 by means of an electronic survey on all population of mini-breweries (350 companies registered by December 31, 2017). The response rate was 41%. The aim of the paper is, by means of the descriptive statistics methods, to find out, what marketing tools the small breweries&apos; managers or proprietors consider as most important with regards to the competitiveness of their business. The collected data were analysed by means of one-way classification according to the defined segmentation criteria. Most of respondents consider a good reputation (89%), recommendation of current clients (85%), and own website (60%) to be most important communication tools.

Název v anglickém jazyce

Importance Of Marketing Comunication Tools With Regards To The Competitiveness Of Mini-Breweries

Popis výsledku anglicky

In accordance with the general world trend, a new form of breweries expands in the Czech beer market - mini-breweries. More than 220 new mini- breweries have been established in the period 2013-2016. This tendency does not let up. As the number of mini-breweries increases, we can inspect a strengthening competing pressure in this sector. Mini-breweries are supposed to start to really compete within among themselves and fight for customers. The data collection was done in January 2017 by means of an electronic survey on all population of mini-breweries (350 companies registered by December 31, 2017). The response rate was 41%. The aim of the paper is, by means of the descriptive statistics methods, to find out, what marketing tools the small breweries&apos; managers or proprietors consider as most important with regards to the competitiveness of their business. The collected data were analysed by means of one-way classification according to the defined segmentation criteria. Most of respondents consider a good reputation (89%), recommendation of current clients (85%), and own website (60%) to be most important communication tools.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50401 - Sociology

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název periodika

DETUROPE - Central European Journal of Regional Development and Tourism

ISSN

1821-2506

e-ISSN

—

Svazek periodika

11

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

RS - Srbská republika

Počet stran výsledku

15

Strana od-do

149-163

Kód UT WoS článku

000471019600009

EID výsledku v databázi Scopus

2-s2.0-85075989197