Estimating Local Consumer Market Size for Marketing Decision - Making

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F18%3A43898614" target="_blank" >RIV/60076658:12510/18:43898614 - isvavai.cz</a>

Výsledek na webu

<a href="https://acta.mendelu.cz/media/pdf/actaun_2018066061441.pdf" target="_blank" >https://acta.mendelu.cz/media/pdf/actaun_2018066061441.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.11118/actaun201866061441" target="_blank" >10.11118/actaun201866061441</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Estimating Local Consumer Market Size for Marketing Decision - Making

Popis výsledku v původním jazyce

Marketing theory provides a lot of tools and methods for planning and analysis, but their practical use typically requires data that are not easily available, especially for small and medium enterprises (SMEs) operating on smaller local markets. In this study, we present a method that allows SMEs to simply estimate the size and growth trend of a local market in the Czech Republic defined by selected municipalities. The data about total consumer spending in 2011–2016 period were drawn from publicly available sources. We have created maps using the QGIS software with estimates of total consumer spending in all municipalities of the Czech Republic in 2016, total consumer spending in specific local market in 2016 and the average annual growth rate in consumer spending in 2011–2016 as well. It may serve as a guidance for SMEs about where the biggest opportunities and threats in the market size and growth are. The same method has been applied to part of South Bohemia region as a case study whose results could be used for estimation of the same figures about consumer spending.

Název v anglickém jazyce

Estimating Local Consumer Market Size for Marketing Decision - Making

Popis výsledku anglicky

Marketing theory provides a lot of tools and methods for planning and analysis, but their practical use typically requires data that are not easily available, especially for small and medium enterprises (SMEs) operating on smaller local markets. In this study, we present a method that allows SMEs to simply estimate the size and growth trend of a local market in the Czech Republic defined by selected municipalities. The data about total consumer spending in 2011–2016 period were drawn from publicly available sources. We have created maps using the QGIS software with estimates of total consumer spending in all municipalities of the Czech Republic in 2016, total consumer spending in specific local market in 2016 and the average annual growth rate in consumer spending in 2011–2016 as well. It may serve as a guidance for SMEs about where the biggest opportunities and threats in the market size and growth are. The same method has been applied to part of South Bohemia region as a case study whose results could be used for estimation of the same figures about consumer spending.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název periodika

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

ISSN

1211-8516

e-ISSN

—

Svazek periodika

66

Číslo periodika v rámci svazku

6

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

9

Strana od-do

1441-1449

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85060206065