IDEAS home Printed from https://ideas.repec.org/a/vrs/ecoman/v11y2019i4p92-102n8.html
   My bibliography  Save this article

Influence of technology on regional brands in Czechia

Author

Listed:
  • Stoklasa Michal

    (Silesian University, Opava, Czech Republic)

Abstract

This article aims to examine the effects of new technology on the purchase of regional brands in Czechia and draw conclusions that will help to adapt the brands to customer needs. Regional brands are a speciality of Central Europe, which emerged due to consumer dissatisfaction with low-quality of global retail products. These traditional local handmade products are heavily influenced by new technology and customers requiring them to be purchasable online with a massive online presence. The sample consisted of 1050 residents of the Czech Republic. The data were gathered by a professional marketing agency Ipsos using a questionnaire survey. The sample was tested using the one-way Chi-square test, which had good compliance to test the basic sample characteristics, followed with the one-sample Kolmogorov-Smirnov test to test the data distribution, and then, the dependencies were tested with the Kruskal-Wallis test. Finally, a post-hoc test suitable for the type of analysis could be chosen to better understand the type of factors that could influence the results and their possible effect. The main findings indicate a slow change in the demand as customers are neutral in relation to regional brands available from online shops as well as their about social media presence but require them to have a good-quality website. Solutions are proposed using a government-run brand with a platform providing web layouts and hybrid e-shop. The type of content is proposed, indicating the appropriate execution, which should be done based on the researched-derived segmentation criteria.

Suggested Citation

  • Stoklasa Michal, 2019. "Influence of technology on regional brands in Czechia," Engineering Management in Production and Services, Sciendo, vol. 11(4), pages 92-102, December.
    • Handle: RePEc:vrs:ecoman:v:11:y:2019:i:4:p:92-102:n:8
    DOI: 10.2478/emj-2019-0036
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/emj-2019-0036
    Download Restriction: no
    File URL: https://libkey.io/10.2478/emj-2019-0036?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:ecoman:v:11:y:2019:i:4:p:92-102:n:8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.