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

• Authors: Rojík Stanislav , Pilař Ladislav , Kauerová Lenka , Prokop Martin
• Languages of publication: EN

Abstracts

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.

Keywords

EN

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

Discipline

• ECONOMICS: ECONOMICS

• Publisher: The Institute of Technology and Business in České Budějovice, Czech Republic
• Journal: Littera Scripta
• Year: 2016
• Issue: 1
• Pages: 111-123

Dates

published

2016-06-28

Contributors

author

Rojík Stanislav

• Czech University of Life Sciences Prague, Czech Republic

author

Pilař Ladislav

• Czech University of Life Sciences Prague, Czech Republic

author

Kauerová Lenka

• VŠB-Technical University of Ostrava, Czech Republic

author

Prokop Martin

• College of Polytechnics Jihlava, Czech Republic

Identifiers

ISSN

1805-9112