Acta Univ. Agric. Silvic. Mendelianae Brun. 2020, 68(1), 243-253 | DOI: 10.11118/actaun202068010243

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

Michal Stoklasa, 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

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.

Keywords: regional brand, regional product, regional product characteristics, purchasing behaviour, regional product availability, Kruskal-Wallis test, Czech Republic
Grants and funding:

This research was financially supported by the Student grant competition project SGS/7/2017: "Acceptance of technology from the perspective of marketing tools".

Received: February 11, 2019; Accepted: November 20, 2019; Published: February 27, 2020  Show citation

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Stoklasa, M., & Pitrunová, E. (2020). Understanding Regional Product Characteristics and Consumers Purchasing them in the Czech Republic. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 68(1), 243-253. doi: 10.11118/actaun202068010243
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