2021年捷克地区品牌的消费者认知

IF 1 Q4 BUSINESS
M. Stoklasa, K. Matušínská
{"title":"2021年捷克地区品牌的消费者认知","authors":"M. Stoklasa, K. Matušínská","doi":"10.46585/sp30011359","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":53172,"journal":{"name":"Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration","volume":null,"pages":null},"PeriodicalIF":1.0000,"publicationDate":"2022-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":"{\"title\":\"Consumer Perception of Regional Brands in Czechia in 2021\",\"authors\":\"M. Stoklasa, K. Matušínská\",\"doi\":\"10.46585/sp30011359\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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.\",\"PeriodicalId\":53172,\"journal\":{\"name\":\"Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":1.0000,\"publicationDate\":\"2022-02-14\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"2\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.46585/sp30011359\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.46585/sp30011359","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 2

摘要

2020年和2021年的新冠肺炎疫情改变了消费者的购买行为和品牌认知。由于封锁,地区品牌被剥夺了传统的供应和沟通渠道。这就提出了一个问题,区域品牌在2021年是否与消费者和公司相关?因此,本文的目的是了解消费者的区域品牌意识是什么,感知到的区域品牌特征/利益是什么,以及区域品牌客户特征是什么。使用的样本是来自捷克共和国的1050名受访者,由益普索收集。使用的方法是在线调查。在可用的情况下,将结果与2014年和2018年的结果进行比较,以说明趋势。基于文章目的的三个部分,提出了三个研究问题。主要研究结果包括:区域品牌知名度在研究期间上升到73%;主要特点包括地域支撑、传统生产、高品质、独特性;最有利的客户群体是46-55岁和56-65岁年龄段,受过中等和高等教育,收入为30000捷克克朗及以上。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consumer Perception of Regional Brands in Czechia in 2021
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.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration
Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration Economics, Econometrics and Finance-Economics, Econometrics and Finance (all)
CiteScore
2.00
自引率
25.00%
发文量
25
审稿时长
6 weeks
期刊介绍: The faculty cooperates on the edition of the scientific journal E&M Economics and Management (E&M). The journal publishes high quality original research articles and scientifi c studies based on theoretical and empirical analyses. E&M encourages new intriguing ideas and new perspectives on existing state of knowledge. Among the key topics covered are Economics, Business Administration, Finance, Management, Information Management, and Marketing & Trade. The journal features theoretical articles as well as application-oriented papers. Occasionally published review articles summarising existing knowledge are accepted only if they are based on a systematic literature review.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信