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2014 | nr 2 | 79--92
Tytuł artykułu

Czech Consumers' Behavior toward Domestic Brands

Treść / Zawartość
Warianty tytułu
Zachowanie czeskich konsumentów w stosunku do marek krajowych
Języki publikacji
EN
Abstrakty
Badanie ma na celu poznanie stylów podejmowania decyzji przez czeskich klientów wobec krajowych marek. Jest to ważne, ponieważ określa wzorce zachowań konsumentów i segmentację rynku. Badanie przeprowadzono wśród dorosłych klientów mieszkających w Brnie, Zlinie, w regionach Ołomuńca w Czechach. W sumie rozdano 200 ankiet. Do badań zakwalifikowano 123 wypełnione kwestionariusze. Style podejmowania decyzji były mierzone za pomocą Style Inventory Konsumentów. Zasada Analiza Komponent została wykorzystana w celu określenia stylów podejmowania decyzji przez czeskich klientów. Wyniki badań wykazały, że na podjęcie decyzji dotyczącej zakupu czeskiej marki miały wpływ przede wszystkim następujące czynniki: moda, wartości rozrywkowe, działanie pod wpływem impulsu, cena. (abstrakt oryginalny)
EN
The study is aimed to reveal Czech customers decision making styles toward domestic brands; that is important because it determines the behavioral patterns of consumers and is relevant for market segmentation. Therefore the present study mainly focuses on exploring the impact of consumer decision making styles on their preference towards domestic brands in the context of Czech Republic. The sample for this study was drawn from adult customers who live in the Brno, Zlin, Olomouc regions in the Czech Republic. Altogether 200 questionnaires were distributed and 123 completed questionnaires were taken in for final analysis. The decision making styles were measured by using Consumer Style Inventory. Principle Component Analysis was employed to determine the decision making styles of Czech customers. The findings revealed that seven decision making styles are appeared among Czech customers and fashion consciousness, recreational orientation, impulsiveness and price consciousness of customers show direct relationship with the domestic brand tendency. Other styles did not show significant relationship with domestic brand preferences in the given context. (original abstract)
Rocznik
Numer
Strony
79--92
Opis fizyczny
Twórcy
  • Wyższa Szkoła Humanitas w Sosnowcu
  • Tomas Bata University in Zlín, Czech Republic
Bibliografia
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Typ dokumentu
Bibliografia
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