Understanding Regional Product Characteristics and Consumers Purchasing them in the Czech Republic

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This article deals with regional products in the Czech Republic. The goal is to examine the regional product characteristics, purchasing behavior when buying said products and basic segmentation criteria of their consumers. After an analysis of WoS and Scopus articles focusing on regional brands, we have concluded that areas explaining how consumers understand regional products (their characteristics), purchasing behavior and basic segmentation criteria are under-researched. Thus we have planned our research to tackle these areas. Our sample consists of 1050 respondents from the Czech Republic, gathered through questionnaire by professional agency Ipsos. We use Chi-Square test to test data, Kolmogorov-Smirnov test to test data distribution, Kruskal-Wallis test to test dependencies, and post-hoc pairwise comparison to test groups. Main results include: consumers assign different importance to regional product characteristics than regional brands communicate; most positive toward regional brands are age groups 36-45 and 26-35, university education, from Moravia or Silesia, least positive are youngest and oldest age group, with secondary education. We propose regional brands to utilize this knowledge when designing their communication. … full description

Bibliographic Details

Main Author

Michal Stoklasa

Other Authors

Eva Pitrunová

Document Type

Articles

Physical Description

7 ilustrací

Published in

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis. -- ISSN 1211-8516. -- Roč. 68, č. 1 (2020), s. 243-253

Subjects

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CONSUMER BEHAVIOUR

PURCHASING

DATA COLLECTION

QUESTIONNAIRES

product quality

MARKETING

PRODUCT LABELLING

groups

EDUCATION

DECISION MAKING

MOTIVATION

Attitudes

PSYCHOLOGICAL FACTORS

ENVIRONMENTAL PROTECTION

SUSTAINABILITY

DATA ANALYSIS

STATISTICAL METHODS

chování spotřebitelů

nakupování

sběr dat

dotazníky

kvalita výrobku

marketing

označování výrobků

věková struktura

sociální skupiny

vzdělávání

rozhodovací činnost

motivace

postoje

psychologické faktory

ochrana životního prostředí

trvalá udržitelnost

analýza dat

statistické metody

Česko

regionální produkty

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Item Description

7 tabulek

Bibliography

Seznam literatury na s. 251-253,