Recognition of the regional food brand “Regionální potravina Jihomoravský kraj” by consumers in the Region of South Moravia

• Autorzy: Rojík Stanislav , Pilař Ladislav , Kauerová Lenka , Prokop Martin
• Języki publikacji: EN

Abstrakty

EN

This paper presents an overview of the results of research carried out in 2014 2015 in the Region of South Moravia, the Czech Republic. Only partial results of the research into the brand recognition of “Regionální potravina Jihomoravský kraj” (Regional food South Moravia Region) are presented. The questionnaire survey was conducted at the turn of 2014 to 2015. A sample of 450 respondents in this region was used. The Pearson’s Chi-squared test was utilized to test the independence of the brand recognition of “Regionální potravina Jihomoravský kraj” on sociodemographic factors, such as a respondents´ age, gender, level of education, as well as monthly income of their families. The results show that the majority of respondents in the Region of South Moravia do not recognize this brand and that women, young consumers and consumers with the highest family incomes are the most important target groups for this brand.

Słowa kluczowe

EN

region; marketing communication; branding; Regionální potravina; Jihomoravský kraj

• Wydawca: The Institute of Technology and Business in České Budějovice, Czech Republic
• Czasopismo: Littera Scripta
• Rocznik: 2016
• Numer: 1
• Strony: 111-123

Daty

wydano

2016-06-28

Twórcy

autor

Rojík Stanislav

• Czech University of Life Sciences Prague, Czech Republic,

autor

Pilař Ladislav

• Czech University of Life Sciences Prague, Czech Republic,

autor

Kauerová Lenka

• VŠB-Technical University of Ostrava, Czech Republic,

autor

Prokop Martin

• College of Polytechnics Jihlava, Czech Republic,

Identyfikatory

ISSN

1805-9112