Recognition of the regional food brand “Regionální potravina Jihomoravský kraj” by consumers in the Region of South Moravia
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. Th...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Institute of Technology and Business, České Budějovice
2016-01-01
|
| Series: | Littera Scripta |
| Subjects: | |
| Online Access: | http://www.littera-scripta.com/recognition-of-the-regional-food-brand-regionalni-potravina-jihomoravsky-kraj-by-consumers-in-the-region-of-south-moravia/ |
| _version_ | 1811260238508064768 |
|---|---|
| author | Stanislav Rojík, Ladislav Pilař, Lenka Kauerová, Martin Prokop |
| author_facet | Stanislav Rojík, Ladislav Pilař, Lenka Kauerová, Martin Prokop |
| author_sort | Stanislav Rojík, Ladislav Pilař, Lenka Kauerová, Martin Prokop |
| collection | DOAJ |
| description | 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 socio-demographic 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. |
| first_indexed | 2024-04-12T18:43:30Z |
| format | Article |
| id | doaj.art-7ca4b3aea14442c48e199ccf839eb8aa |
| institution | Directory Open Access Journal |
| issn | 1805-9112 |
| language | English |
| last_indexed | 2024-04-12T18:43:30Z |
| publishDate | 2016-01-01 |
| publisher | Institute of Technology and Business, České Budějovice |
| record_format | Article |
| series | Littera Scripta |
| spelling | doaj.art-7ca4b3aea14442c48e199ccf839eb8aa2022-12-22T03:20:41ZengInstitute of Technology and Business, České BudějoviceLittera Scripta1805-91122016-01-011110123Recognition of the regional food brand “Regionální potravina Jihomoravský kraj” by consumers in the Region of South MoraviaStanislav Rojík, Ladislav Pilař, Lenka Kauerová, Martin Prokop0Czech University of Life Sciences Prague, Czech University of Life Sciences Prague, VŠB-Technical University of Ostrava, College of Polytechnics JihlavaThis 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 socio-demographic 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.http://www.littera-scripta.com/recognition-of-the-regional-food-brand-regionalni-potravina-jihomoravsky-kraj-by-consumers-in-the-region-of-south-moravia/region marketing communication branding |
| spellingShingle | Stanislav Rojík, Ladislav Pilař, Lenka Kauerová, Martin Prokop Recognition of the regional food brand “Regionální potravina Jihomoravský kraj” by consumers in the Region of South Moravia Littera Scripta region marketing communication branding |
| title | Recognition of the regional food brand “Regionální potravina Jihomoravský kraj” by consumers in the Region of South Moravia |
| title_full | Recognition of the regional food brand “Regionální potravina Jihomoravský kraj” by consumers in the Region of South Moravia |
| title_fullStr | Recognition of the regional food brand “Regionální potravina Jihomoravský kraj” by consumers in the Region of South Moravia |
| title_full_unstemmed | Recognition of the regional food brand “Regionální potravina Jihomoravský kraj” by consumers in the Region of South Moravia |
| title_short | Recognition of the regional food brand “Regionální potravina Jihomoravský kraj” by consumers in the Region of South Moravia |
| title_sort | recognition of the regional food brand regionalni potravina jihomoravsky kraj by consumers in the region of south moravia |
| topic | region marketing communication branding |
| url | http://www.littera-scripta.com/recognition-of-the-regional-food-brand-regionalni-potravina-jihomoravsky-kraj-by-consumers-in-the-region-of-south-moravia/ |
| work_keys_str_mv | AT stanislavrojikladislavpilarlenkakauerovamartinprokop recognitionoftheregionalfoodbrandregionalnipotravinajihomoravskykrajbyconsumersintheregionofsouthmoravia |