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@inproceedings{38441, author = {Štarchoň, Peter and Ližbetinová, Lenka and Weberová, Dagmar}, address = {Seville, Spain}, booktitle = {Vision 2020: Innovation Management, Development Sustainability, and Competitive Economic Growth}, editor = {Khalid S. Soliman}, keywords = {attitude; brand; country of origin; respondents}, howpublished = {tištěná verze "print"}, language = {eng}, location = {Seville, Spain}, isbn = {978-0-9860419-8-3}, pages = {2271-2284}, publisher = {nternational Business Information Management Association}, title = {Clustering in Relation to Brand Perception: An Example Based on Czech Consumers}, year = {2016} }
TY - JOUR ID - 38441 AU - Štarchoň, Peter - Ližbetinová, Lenka - Weberová, Dagmar PY - 2016 TI - Clustering in Relation to Brand Perception: An Example Based on Czech Consumers PB - nternational Business Information Management Association CY - Seville, Spain SN - 9780986041983 KW - attitude KW - brand KW - country of origin KW - respondents N2 - 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 ER -
ŠTARCHOŇ, Peter, Lenka LIŽBETINOVÁ and Dagmar WEBEROVÁ. Clustering in Relation to Brand Perception: An Example Based on Czech Consumers. In Khalid S. Soliman. \textit{Vision 2020: Innovation Management, Development Sustainability, and Competitive Economic Growth}. Seville, Spain: nternational Business Information Management Association. p.~2271-2284, 15 pp. ISBN~978-0-9860419-8-3. 2016.
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