The aim of this paper is to find out how various product categories are influenced by rational or emotional appeals and the level of involvement in purchasing decisions with regard to selected ...demographic characteristics of Czech consumers. Scientific research is based on the theoretical assumptions of the Foote-Cone-Belding (hereafter FCB) model with newly formulated product categories that correspond to current Czech consumer behavior. The theoretical background of the paper covers the knowledge of cognitive consumer choice principles with emphasis on different appeals and a level of involvement within consumer decision. Primary research data were obtained using a questionnaire, on the online panel of research agency Ipsos, on 1,050 Czech respondents. The methods used are modified FCB grid based on previous research study, Kolmogorov-Smirnov test, Kruskal-Wallis test with a post hoc test using Dunn’s test with Bonferroni correction, and positional maps. The results reveal not only how the newly defined product categories are influenced by rational or emotional appeals and high or low involvement, but also the differences of the theoretical FCB model in comparison with its practical implementation. It is necessary to adapt (extend) this model according to the specific conditions and identification features of different segments. The newly introduced transformed nine-quadrants concept of the FCB model is proposed to be applied.
Consumer Perception of Regional Brands in Czechia in 2021 Stoklasa, Michal; Matušínská, Kateřina
Scientific Papers of the University of Pardubice. Series D, Faculty of Economics and Administration,
01/2022, Volume:
30, Issue:
1
Journal Article
Peer reviewed
Open access
The Covid-19 pandemic in 2020 and 2021 changed consumer purchasing behaviour and brand perception. Regional brands were denied their traditional availability and communication channels due to ...lockdowns. This poses a question whether regional brands are even relevant for consumers and companies in 2021? The aim of the article is thus to find out what the consumer regional brand awareness is, what are perceived regional brand characteristics/benefits, and what are regional brand customers characteristics. The sample used is 1050 respondents from the Czech Republic, gathered by Ipsos. The method used is online survey. The results are compared, where available, with results from 2014 and 2018 to illustrate the trends. Three research questions were formulated based on the three parts of article aim. Main findings include: the regional brand awareness is rising over the researched period to 73 % prompted awareness; main characteristics include region support, traditional production, high quality, and uniqueness; most favourable customer segments are age groups 46-55 and 56-65, with secondary and tertiary education, and income of 30 000 CZK and more.
Brand Meaning for Consumers From Dissimilar Generations Braciníková, Veronika; Matušínská, Kateřina
Scientific Papers of the University of Pardubice. Series D, Faculty of Economics and Administration,
01/2020, Volume:
28, Issue:
1
Journal Article
Peer reviewed
Open access
There are many generations of consumers on the market, who are still faced with more offerings of these companies. These generations of consumers are different with different perceptions of brands. ...Therefore, the aim of this paper is to investigate the consumers’ degree of identification with the brands in the relation with selected demographic factors. The selected demographic factors were tested among consumers from different generations. The questionnaire as the primary research technique was used. The analysis was based on the number of 840 respondents. The respondents were from generation Baby Boomers, Generation X and Generation Y. The brands do not mean for the Baby Boomers consumers or Generation X as much as they mean for the consumers belonging to the Generation Y. These consumers have different perceptions of the brands, what is caused by different opportunities to get the products and present themselves by them. The members of the cohorts Baby Boomers and Generation X do not need to build relationships with the brands or to present themselves by brands as much as the members of the cohort Generation Y. The members of Generation Y like building the relationships, presenting themselves by brands.
The article deals with the issue of using strategic marketing in the business of small and medium-sized enterprises. The main objective of this paper is to theoretically define the principles of ...strategic marketing and then practically analyse the level of strategic marketing use as a tool of business management in selected Czech small and medium-sized enterprises. In order to fulfil the research plan, secondary and primary research was carried out. The theoretical part defines the basic problem areas such as various approaches to strategic marketing defining and strategic management process versus strategic marketing process. In the practical part, 335 companies are analysed, the results are commented and hypotheses evaluated. The most important findings are generally low rate of utilization of strategic marketing management tools and the utilization of these tools is dependent on company size, with micro companies being the worst and medium companies the best.
Czech Singles in the Market of Services Klepek, Martin; Matušínská, Kateřina
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis,
2016, Volume:
64, Issue:
5
Journal Article
Peer reviewed
Open access
The paper deals with specific characteristics of “Czech singles” with emphasis on services area. First, paper determinates the theoretical concept of services marketing in the first chapter. The ...major part of paper is devoted to primary marketing research. For purpose of collecting data, the method of questioning (combination of off‑line and on‑line approach) was chosen. The questionnaire was given to 390 respondents living in the Czech Republic. The data were analysed by SPSS software. Results showed dissimilarities in leisure time activities based on different level of education and income as well as within the gender and age category and city, where particular single person live. Females spend more leisure time on cultural events, home activities as well as shopping and caring for appearance. They also engage with friends as a form of leisure time activity more than males. Educated singles travel more and attend more cultural events and at the same time, they educate themselves more often and do sports much regularly. We also found no relationship between income and shopping as a leisure time activity. This paper describes only a partial output of the primary marketing research with focus on the leisure time spending for the defined segment.
This paper presents partial results of primary research on consumer purchasing behaviour with regards to the utilization of product leaflets. It deals with the consumer reaction on the use of these ...leaflets. The main goal is to assess the impulse to purchase goods on the basis of promotional leaflets in mailboxes, depending on the personal characteristics of the consumer. Partial goals are a brief theoretical basis of the examined issues and selected results of secondary research on consumer behaviour based on available statistical data and information. Consumer behaviour changes drastically in times of crisis. Czech consumer is addressed daily by a specific communication media of store chains – the leaflets. These appear daily in mailboxes and are generally positively accepted. There are also negative opinions, both from consumers as well as the EU. Respondents were asked about their financial situation, to what extent they change their buying behaviour with respect to the income level of households. It turned out that the impulse to purchase goods on the basis of promotional leaflets in mailboxes does not depend on the age and sex of respondents, but depends on the income level and education. The largest proportion of respondents considers leaflets because of promotional discounts.
PDF
