Acta Univ. Agric. Silvic. Mendelianae Brun. 2013, 61, 2357-2365
Published online 2013-12-24

Assessment of the marketing activities at-retail on the beer market in Slovakia

Petra Krbová

Department of Marketing and Business, Faculty of Economics, VSB – Technical University of Ostrava, 721 01 Ostrava, Czech Republic

The retail sector, more specifically non-specialized food predominating retail outlets, is defined as the area of interest in this study. The main aim is to describe the relationship between the marketing activities in the retail outlets of two subjects (1) beer manufacturer and (2) his competitors. This aim is deducted from the presumption that more than two thirds of shopping decisions are made directly in the store. The manufacturer therefore has to be visible in the retail outlet and perform better than his competitors. Data were observed in the multinational retail chains once a month during one year. The observation was focused on one specific product category – beer. The competitors were observed as one group for the purpose of comparison. Three criteria were included in this study (1) a presence of products’ secondary position, (2) a presence of point-of-purchase materials in the main product category area and (3) a presence of point-of-purchase materials outside the main product category area. Data were analysed especially by using a logistic regression, but also other methods of statistical analysis were used. The dependence was identified in all three analyzed criteria. It varies from moderate to strong.


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