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

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Rojík S. , Pilař L. , Kauerová L. , Prokop M.

Littera Scripta

2016

nr 1

111-123

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.