Clustering in Relation to Brand Perception: An Example Based on Czech Consumers

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F16%3A43875206" target="_blank" >RIV/70883521:28130/16:43875206 - isvavai.cz</a>

Nalezeny alternativní kódy

RIV/75081431:_____/16:00001059

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Clustering in Relation to Brand Perception: An Example Based on Czech Consumers

Popis výsledku v původním jazyce

The aim of this article is to determine fundamental consumer groups with respect to their attitudes towards brands considering their origin, brand awareness, perceiving their quality and price. To meet the goals of this article, results of primary research focused on consumer preferences conducted in the Czech Republic were used. The research was done through a questionnaire survey and structured interviews during October and November of 2014. The sample consists of 1028 respondents expressing their preferences by answering 38 questions. Respondents' attitudes are evaluated in this article according to their gender, age, educational attainment, municipality size and net income. Based on the obtained data, consumer groups are divided into six clusters. The outcomes presented in this article provide a look at the structure of Czech consumers with respect to their buying preferences of brands.

Název v anglickém jazyce

Clustering in Relation to Brand Perception: An Example Based on Czech Consumers

Popis výsledku anglicky

The aim of this article is to determine fundamental consumer groups with respect to their attitudes towards brands considering their origin, brand awareness, perceiving their quality and price. To meet the goals of this article, results of primary research focused on consumer preferences conducted in the Czech Republic were used. The research was done through a questionnaire survey and structured interviews during October and November of 2014. The sample consists of 1028 respondents expressing their preferences by answering 38 questions. Respondents' attitudes are evaluated in this article according to their gender, age, educational attainment, municipality size and net income. Based on the obtained data, consumer groups are divided into six clusters. The outcomes presented in this article provide a look at the structure of Czech consumers with respect to their buying preferences of brands.

Druh

D - Stať ve sborníku

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2016

Kód důvěrnosti údajů

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

Název statě ve sborníku

Proceedings of the 28th International Business Information Management Association Conference

ISBN

978-0-9860419-8-3

ISSN

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e-ISSN

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Počet stran výsledku

15

Strana od-do

2271-2285

Název nakladatele

IBIMA

Místo vydání

Norristown, PA

Místo konání akce

Seville, Spain

Datum konání akce

9. 11. 2016

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000392785700229