Browsing by Author "Holcová, Jana"
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- ItemVýzkum preferencí spotřebitelů v oblasti obchodních značek: Poptávka po tradičních českých značkách v současných podmínkách trhu(Technická Univerzita v Liberci, 2007) Holcová, Jana; Dědková, JaroslavaIn recent years a return of the traditional brands partly connected with the former communist regime has been noticed by producers in the Czech Republic. However very little attention has been paid to the attitude of the customers to such brands even though, knowledge of such attitudes could bring a competitive advantage to these companies. Thus the aim of this paper is to investigate the extent to which Czech customers wish to return to traditional Czech brands from the communist period in the contemporary market context. Based on the findings a critical success factors model for such brands was proposed. The data was collected by the use of questionnaires distributed in the Czech Republic. For the analysis of acquired data a statistical programme SPSS was used both for general descriptive statistics as well as for testing the hypotheses preset in respect of the findings from the literature. Final results of the analysis found an inclination of Czech customers towards traditional Czech brands. The most significant factors influencing the brand preference were employed to the critical success factors model. The findings suggest the future trend of increasing inclination towards traditional Czech brands on condition of adopting the recommended model of reaching the customers which is based on their requirements.