Clusters of Czech Consumers with Focus On Domestic Brands

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F17%3A00001129" target="_blank" >RIV/75081431:_____/17:00001129 - isvavai.cz</a>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

Clusters of Czech Consumers with Focus On Domestic Brands

Popis výsledku v původním jazyce

The aim of this article is to present the level of brand awareness of Czech respondents divided into three clusters. Results of primary research on brand recall are introduced. The research was conducted in the Czech Republic in 2015. The research sample consisted of 1182 respondents who were asked to name domestic brands spontaneously without any aid. The outcomes presented in this article show the top ten recalled domestic brands in the context of the three consumer clusters. The most frequently recalled brands belong to the food and beverage sector. Despite the fact that consumers tend to buy Czech products because they wish to support their domestic economy and many of them also have patriotic motives, companies have to be watchful as consumers’ opinions can change rapidly in the world full of competing firms. Therefore the obtained research results can help marketers to raise consumers’ brand awareness.

Název v anglickém jazyce

Clusters of Czech Consumers with Focus On Domestic Brands

Popis výsledku anglicky

The aim of this article is to present the level of brand awareness of Czech respondents divided into three clusters. Results of primary research on brand recall are introduced. The research was conducted in the Czech Republic in 2015. The research sample consisted of 1182 respondents who were asked to name domestic brands spontaneously without any aid. The outcomes presented in this article show the top ten recalled domestic brands in the context of the three consumer clusters. The most frequently recalled brands belong to the food and beverage sector. Despite the fact that consumers tend to buy Czech products because they wish to support their domestic economy and many of them also have patriotic motives, companies have to be watchful as consumers’ opinions can change rapidly in the world full of competing firms. Therefore the obtained research results can help marketers to raise consumers’ brand awareness.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50600 - Political science

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název statě ve sborníku

Education Excellence and Innovation Managemenet through Vision 2020: From Regional Development Sustainability to Global Economic Growth

ISBN

9780986041976

ISSN

—

e-ISSN

—

Počet stran výsledku

14

Strana od-do

1703-1716

Název nakladatele

International Business Information Management Association (IBIMA)

Místo vydání

Vienna, Austria

Místo konání akce

Vienna

Datum konání akce

3. 5. 2017

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

—