REGIONAL PRODUCT LABELLING SYSTEM ZNOJEMSKO REGIONÁLNÍ PRODUKT FROM THE POINT OF CONSUMER BEHAVIOUR´S VIEW
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
The article is focused on regional labelling systems from the point of consumer behaviour´s view. Nowadays, regional product labelling is a tool being used worldwide, mainly by the food, helping to make a food production of small and middle-sized regional and local producers and farmers more visible among the consumers. Regional labelling systems are the most often coordinated by non-profit organizations and regional municipalities. This article is focused on the basic association connected with the brand Znojemsko Regionální produkt [Regional product Znojemsko] among consumers. At the time of the research realization, this brand was the youngest regional brand (RB) coordinated by Asociace regionálních značek [Association of Regional Brands] (ARB). The research was provided at the turn of the years 2014 and 2015; 450 respondents of the Czech Republic, South Moravian region participated in it. The results presented in this article are the partial results of this research and are presented in connection to the selected socio-demographical parameters – the highest education, gender, age and family income. The results show that the respondents with higher income are aware of the regional brand the most. As for the rest of parameters, only small differences among categories of respondents were found.
Authors and Affiliations
Stanislav Rojík, Lenka Kauerová, Ladislav Pilař, Martina Chalupová, Martin Prokop
Keywords
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- EP ID EP174556
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