Clustering in relation to brand perception: An example based on Czech consumers

Štarchoň, Peter; Ližbetinová, Lenka; Weberová, Dagmar

dc.title	Clustering in relation to brand perception: An example based on Czech consumers	en
dc.contributor.author	Štarchoň, Peter
dc.contributor.author	Ližbetinová, Lenka
dc.contributor.author	Weberová, Dagmar
dc.relation.ispartof	Vision 2020: Innovation Management, Development Sustainability, and Competitive Economic Growth - Proceedings of the 28th International Business Information Management Association Conference, IBIMA 2016
dc.identifier.isbn	978-0-9860419-8-3
dc.date.issued	2016
dc.citation.spage	2271
dc.citation.epage	2285
dc.event.title	28th International Business Information Management Association Conference - Vision 2020: Innovation Management, Development Sustainability, and Competitive Economic Growth
dc.event.location	Seville
utb.event.state-en	Spain
utb.event.state-cs	Španělsko
dc.event.sdate	2016-11-09
dc.event.edate	2016-11-10
dc.type	conferenceObject
dc.language.iso	en
dc.publisher	International Business Information Management Association (IBIMA)
dc.subject	Brand	en
dc.subject	Brand perception	en
dc.subject	Cluster	en
dc.subject	Cluster members	en
dc.subject	Country-of-origin	en
dc.subject	Groups	en
dc.subject	Products	en
dc.subject	Respondents	en
dc.description.abstract	The aim of this article is to determine fundamental consumer groups with respect to their attitudes towards brands considering their origin, brand awareness, perceiving their quality and price. To meet the goals of this article, results of primary research focused on consumer preferences conducted in the Czech Republic were used. The research was done through a questionnaire survey and structured interviews during October and November of 2014. The sample consists of 1028 respondents expressing their preferences by answering 38 questions. Respondents' attitudes are evaluated in this article according to their gender, age, educational attainment, municipality size and net income. Based on the obtained data, consumer groups are divided into six clusters. The outcomes presented in this article provide a look at the structure of Czech consumers with respect to their buying preferences of brands.	en
utb.faculty	Faculty of Multimedia Communications
dc.identifier.uri	http://hdl.handle.net/10563/1007132
utb.identifier.obdid	43875939
utb.identifier.scopus	2-s2.0-85013871402
utb.identifier.wok	000392785700229
utb.source	d-scopus
dc.date.accessioned	2017-08-01T08:27:16Z
dc.date.available	2017-08-01T08:27:16Z
utb.contributor.internalauthor	Weberová, Dagmar
utb.fulltext.affiliation	Peter Štarchoň Department of Marketing, Faculty of Management, Comenius University, Bratislava, Slovakia, peter.starchon@fm.uniba.sk Lenka Ližbetinová Department of Tourism and Marketing, Faculty of Corporate Strategy, Institute of Technology and Business, České Budějovice, Czech Republic, lizbetinova@mail.vstecb.cz Dagmar Weberová Department of Marketing Communications, Faculty of Multimedia Communications, Tomas Bata University in Zlín, Czech Republic, weberova@fmk.utb.cz
utb.fulltext.dates	-
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