IDEAS home Printed from https://ideas.repec.org/a/mup/actaun/actaun_2020068010243.html
   My bibliography  Save this article

Understanding Regional Product Characteristics and Consumers Purchasing them in the Czech Republic

Author

Listed:
  • Michal Stoklasa

    (Department of Economics and Public Administration, School of Business Administration in Karviná, Silesian University in Opava, Univerzitní náměstí 1934/3, 733 40 Karviná, Czech Republic)

  • Eva Pitrunová

    (Department of Economics and Public Administration, School of Business Administration in Karviná, Silesian University in Opava, Univerzitní náměstí 1934/3, 733 40 Karviná, Czech Republic)

Abstract

This article deals with regional products in the Czech Republic. The goal is to examine the regional product characteristics, purchasing behavior when buying said products and basic segmentation criteria of their consumers. After an analysis of WoS and Scopus articles focusing on regional brands, we have concluded that areas explaining how consumers understand regional products (their characteristics), purchasing behavior and basic segmentation criteria are under-researched. Thus we have planned our research to tackle these areas. Our sample consists of 1050 respondents from the Czech Republic, gathered through questionnaire by professional agency Ipsos. We use Chi-Square test to test data, Kolmogorov-Smirnov test to test data distribution, Kruskal-Wallis test to test dependencies, and post-hoc pairwise comparison to test groups. Main results include: consumers assign different importance to regional product characteristics than regional brands communicate; most positive toward regional brands are age groups 36-45 and 26-35, university education, from Moravia or Silesia, least positive are youngest and oldest age group, with secondary education. We propose regional brands to utilize this knowledge when designing their communication.

Suggested Citation

  • Michal Stoklasa & Eva Pitrunová, 2020. "Understanding Regional Product Characteristics and Consumers Purchasing them in the Czech Republic," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 68(1), pages 243-253.
    • Handle: RePEc:mup:actaun:actaun_2020068010243
    DOI: 10.11118/actaun202068010243
    as

    Download full text from publisher

    File URL: http://acta.mendelu.cz/doi/10.11118/actaun202068010243.html
    Download Restriction: free of charge
    File URL: http://acta.mendelu.cz/doi/10.11118/actaun202068010243.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.11118/actaun202068010243?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Mechthild Donner & Lummina Horlings & Fatiha Fort & Sietze Vellema, 2017. "Place branding, embeddedness and endogenous rural development: Four European cases," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(4), pages 273-292, November.
    2. Radka Bauerová & Martin Klepek, 2018. "Technology Acceptance as a Determinant of Online Grocery Shopping Adoption," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(3), pages 737-746.
    3. Michal Stoklasa & Eva Pitrunová, 2018. "Past and Future Research Trends of Regional Brands with Accent to Technology," Working Papers 0051, Silesian University, School of Business Administration.
    4. Jean-Noël Kapferer & Audrey Azoulay, 2003. "Do brand personality scales really measure brand personality?," Post-Print hal-00781544, HAL.
    5. Martina Chalupová & Martin Prokop, 2016. "Awareness of the Vysočina Regional Food Labels With Context of Their Media Presence," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(1), pages 223-234.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Michal Stoklasa & Eva Pitrunová, 2018. "Past and Future Research Trends of Regional Brands with Accent to Technology," Working Papers 0051, Silesian University, School of Business Administration.
    2. Klára Margarisová & Lucie Vokáčová, 2016. "Regional Branding: Building Brand Value," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(6), pages 2059-2066.
    3. Sandra Maria Correia Loureiro & Rui Lopes & Hans Ruediger Kaufmann, 2014. "How brand personality, brand identification and service quality influence service brand equity," Cogent Business & Management, Taylor & Francis Journals, vol. 1(1), pages 1-1, October.
    4. Tischer, Sven, 2012. "Measuring the impact of critical incidents on brand personality," SFB 649 Discussion Papers 2012-064, Humboldt University Berlin, Collaborative Research Center 649: Economic Risk.
    5. Oana Țugulea, 2017. "City Brand Personality—Relations with Dimensions and Dimensions Inter-Relations," Sustainability, MDPI, vol. 9(12), pages 1-22, December.
    6. repec:hum:wpaper:sfb649dp2012-064 is not listed on IDEAS
    7. Ralf van der Lans & Bram Van den Bergh & Evelien Dieleman, 2014. "Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit," Marketing Science, INFORMS, vol. 33(4), pages 551-566, July.
    8. Grahame R. Dowling & Tayo Otubanjo, 2011. "Corporate and organizational identity: two sides of the same coin," AMS Review, Springer;Academy of Marketing Science, vol. 1(3), pages 171-182, December.
    9. Mohammad Mohammad & Orsolya Szigeti, 2023. "Relationship Between Attitude and Online Purchase Intention of Dairy Functional Foods in Hungary: An Extended TAM Approach," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 545-559.
    10. WooHyuk Kim & Kristin Malek & NamJo Kim & SeungHyun “James” Kim, 2017. "Destination Personality, Destination Image, and Intent to Recommend: The Role of Gender, Age, Cultural Background, and Prior Experiences," Sustainability, MDPI, vol. 10(1), pages 1-18, December.
    11. J?rg Tropp & Corinna Beuthner, 2018. "Customers¡¯ Understanding of Engagement Advertising," Studies in Media and Communication, Redfame publishing, vol. 6(2), pages 57-76, December.
    12. Alberto Lopez & Eva Guerra & Beatriz Gonzalez & Sergio Madero, 2020. "Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(4), pages 203-223, December.
    13. Tamás Gyulavári & Erzsébet Malota, 2018. "Do Perceived Culture Personality Traits Lead to a More Favourable Rating of Countries as Tourist Destinations?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 30(1), pages 77-91.
    14. Klaus Heine & Glyn Atwal & Sandrine Crener-Ricard & Michel Phan, 2018. "Personality-driven luxury brand management," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 474-487, September.
    15. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
    16. Eleonora Seimiene & Tamara Jankovic, 2014. "Impact Of Congruence Between Sports Celebrity And Brand Personality On Purchase Intention: The Case Of Mineral Water Category In Lithuania," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 5(1).
    17. Vinod Kumar Bishnoi & Ajay Kumar, 2016. "Aaker’s brand personality scale is not universal – Explanation and reasons for bikes in India," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(1), pages 14-27, March.
    18. Attor Cleophas & Jibril Abdul Bashiru & Amoah John & Chovancova Miloslava, 2022. "Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana," Management & Marketing, Sciendo, vol. 17(2), pages 156-177, June.
    19. Avis, Mark, 2012. "Brand personality factor based models: A critical review," Australasian marketing journal, Elsevier, vol. 20(1), pages 89-96.
    20. Riley Debra & Charlton Nathalie & Wason Hillary, 2015. "The impact of brand image fit on attitude towards a brand alliance," Management & Marketing, Sciendo, vol. 10(4), pages 270-283, December.
    21. Ewa Glińska & Oleg Gorbaniuk, 2016. "Restrictions on the use of the Aaker model in the measurement of city brand personality: The sender’s perspective," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(1), pages 46-58, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mup:actaun:actaun_2020068010243. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ivo Andrle (email available below). General contact details of provider: https://mendelu.cz/en/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.