Understanding Czech Consumers’ (from the Pilsen Region) Regional Food Buying Preferences Using the Decision Tree Method

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Understanding Czech Consumers’ (from the Pilsen Region) Regional Food Buying Preferences Using the Decision Tree Method

Popis výsledku v původním jazyce

Regional labels are intended to be a credible signal that helps simplify the information flow between the food producers and consumers about certain food products’ characteristics (mainly origin and quality). Presented paper shows results of the research on the consumer buying behaviour towards regional food in Pilsen Region in the Czech Republic and their recognition of the regional labels. The main goal of this study is to identify critical factors for regional food consumers’ segmentation that would be of assistance to small and medium enterprises (SMEs) in the Pilsen Region, the food producers that want to improve their marketing approach on the regional food market. Results add to a longitudinal research that aims to study evolution of Czech regional labels and their role in support for the local SMEs. The paper builds on the qualitative data gathered on this topic previously and on-line quantitative research that was conducted in January – February 2020 in the Pilsen Region. Data from 258 respondents were processed. The application of decision trees analysis demonstrates the dominant influence of socio-demographic factors, such as age and education, on the respondents’ buying choices of the regional food.

Název v anglickém jazyce

Understanding Czech Consumers’ (from the Pilsen Region) Regional Food Buying Preferences Using the Decision Tree Method

Popis výsledku anglicky

Regional labels are intended to be a credible signal that helps simplify the information flow between the food producers and consumers about certain food products’ characteristics (mainly origin and quality). Presented paper shows results of the research on the consumer buying behaviour towards regional food in Pilsen Region in the Czech Republic and their recognition of the regional labels. The main goal of this study is to identify critical factors for regional food consumers’ segmentation that would be of assistance to small and medium enterprises (SMEs) in the Pilsen Region, the food producers that want to improve their marketing approach on the regional food market. Results add to a longitudinal research that aims to study evolution of Czech regional labels and their role in support for the local SMEs. The paper builds on the qualitative data gathered on this topic previously and on-line quantitative research that was conducted in January – February 2020 in the Pilsen Region. Data from 258 respondents were processed. The application of decision trees analysis demonstrates the dominant influence of socio-demographic factors, such as age and education, on the respondents’ buying choices of the regional food.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název statě ve sborníku

16th International Forum on Knowledge Asset Dynamics Proceedings

ISBN

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ISSN

2280-787X

e-ISSN

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Počet stran výsledku

16

Strana od-do

801-817

Název nakladatele

IFKAD 2021

Místo vydání

Itálie

Místo konání akce

Řím

Datum konání akce

1. 9. 2021

Typ akce podle státní příslušnosti

CST - Celostátní akce

Kód UT WoS článku

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