Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
Article deals with consumer’s attitudes to Corporate Social Responsibility and Green marketing. M... more Article deals with consumer’s attitudes to Corporate Social Responsibility and Green marketing. Main goal of attitude research was to discover what consumer understands under term corporate responsibility in following areas: Economic, Social, and Environmental. Primary data collection was done via quantitative polling. Closed questions – a selection of options, and the Likert scale were used. Results show that majority of consumers understand the term corporate social responsibility. In opposite side major of respondents misunderstand the term of Green Marketing. As responsible in economic area respondents consider such a firms which are profitable for owners and via taxes bring benefit for all society. In term of social responsibility respondents reputed companies which are not uncaring to social problems and which are active in different social project through philanthropy. In term of environmental responsibility respondents mainly evaluated firms which invest to technology that p...
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
Labelling of product origin arose spontaneously tradition and consumers automatically associated ... more Labelling of product origin arose spontaneously tradition and consumers automatically associated high quality or specific characteristics with such designations. Systems for labelling regional products have developed over time as third party activity, which assesses relevant criteria and guarantee their fulfilment by awarding a certificate. The aim of this paper is to define competitive environment in the designation of regional products in the Czech Republic and to demonstrate the link between regional product and quality. Part of the paper is identification of parameters determining the quality of products (in general) and the assessment of quality perception as one of the basic attributes of regional products. The article used secondary data from publicly available sources in the form of official web presentation of guarantors and coordinators of individual designation systems, methodological guidelines for granting and using brands, catalogues of certified products, etc. and pre...
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
This article focuses on the experience of Czech customers with the purchase of products labelled ... more This article focuses on the experience of Czech customers with the purchase of products labelled by the Association of Regional Brands and Bohemian Paradise Association. The aim of this paper is to evaluate selected indicators associated with purchasing certified regional products. The studied characteristics focus on the knowledge and perception of several chosen microregional brands and on the purchase of a certified product itself. The article presents the results of research conducted through a questionnaire survey, whose 1390 respondents are residents as well as visitors of eight different micro‑regions in the Czech Republic. Awareness of regional brands within the sample surveyed is around 46 %. The relationship between awareness of regional brand and respondents’ age, education and status towards the region has been identified. The perception of consumers considered, a brand is most often associated with tangible products, namely food and agricultural produce. Consumers view ...
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2015
This article deals with the way customers perceive individual non-direct response printed leafl e... more This article deals with the way customers perceive individual non-direct response printed leafl ets and it is simultaneously focused on the question whether this material has any importance in general for customers during their purchase realization. The research is further concerned with the issue of the diff erences between customers living in family built-up areas and those who are living in residential housing. The research explores the diff erences related to preferences of various target groups. It identifi es whether customers wish to receive printed advertising material into their letter boxes, what sort of media they read and what kinds of assortment are most frequently requested to appear in this form of promotion by customers. Preferences are aggregated by means of data classifi cation based on diff erent criteria and they provide a clue for better orientation in customer thinking.
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2015
The article discusses the issue of the global marketing environment in line with the factors dete... more The article discusses the issue of the global marketing environment in line with the factors determining its external conditions. The aim is to specify the marketing-environment indicators in the international context and interpret the use of geographical maps illustratively documenting the diff erences of particular parameters in various parts of the global market. The research-results help update the theoretical framework of global environment factors. These data are also important for practice. Many enterprises consider the question of optimising their sources and directing their goals towards the opportunities available thanks to global markets. The global environment mapping is thereby an important basis for the marketing activities whose implementation across national boundaries is going to be mainly infl uenced by peculiarities of the environment involving foreign markets and their changes.
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2011
The article aims to measure the size of customer gaps as for their perception of sales service st... more The article aims to measure the size of customer gaps as for their perception of sales service standard quality. Gap analysis employed for customer gap measurement is elaborated on the basis of the results obtained from questionnaire enquiry directed on customers and employers of the company sales places that were under examination. Questionnaire enquiry revealed substantial disparity between the perception of standard by employers and customers, especially in terms of sales personnel contact with customer. The research has quantified the size of customer gaps within sales service quality standard categories. In addition, it identifies problem areas detected by means of the carried out analysis as well as it provides suggestions for their solution.
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2011
Nowadays, it is not easy to achieve prosperity and flourishing progress of an agriculture company... more Nowadays, it is not easy to achieve prosperity and flourishing progress of an agriculture company. The owners and managers engaged in agricultural sector are thus forced to face increased challenge as for the search of new and more stable sources of income. Employing the strategy of diversification represents one of the possible ways aiming to improve the current situation. Moreover, this strategy also provides important tool for enhancing the quality of rural infrastructure and creation of job opportunities in non-traditional sectors and thus makes for the decrease in jobs in the agricultural sector. The study of secondary sources and in-depth interviews with successful diversification project managers allowed the analysis of prospective usage of the diversification strategy in agricultural companies.
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2016
Regional branding is one of several ways to promote rural regions and support development of soci... more Regional branding is one of several ways to promote rural regions and support development of socially, culturally and environmentally oriented economies in areas that are interesting due to their natural and cultural heritage. The article attempts to review the conceptual and theoretical underpinnings of branding as conveyed by leading authors in the marketing field. The aim of this paper is to define brand as a broad complex of variables, which are used in building of its identity as a basis for creating value proposition and the position of a brand. Article briefly describes the most comprehensive labeling system for regional products at the micro-regional level is the one guaranteed by Association of Regional Brands (ARB). The main contribution of this article is a theoretical model of strategic management of a regional brand, which captures the interdependence of the individual steps of brand building as well as stakeholders. The starting point for building of brand value is a strategic analysis of the brand, including analysis of customer and competitors. The analysis of external factors is followed by analysis of the brand itself. The resulting relationship between the brand and the customer is based on value proposition representing benefits (functional, emotional, self-expression). The concept of total product is connected with the concept of total brand and it is offered to the customer as a regional product. Finally it suggests possibilities for further research.
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
Article deals with consumer’s attitudes to Corporate Social Responsibility and Green marketing. M... more Article deals with consumer’s attitudes to Corporate Social Responsibility and Green marketing. Main goal of attitude research was to discover what consumer understands under term corporate responsibility in following areas: Economic, Social, and Environmental. Primary data collection was done via quantitative polling. Closed questions – a selection of options, and the Likert scale were used. Results show that majority of consumers understand the term corporate social responsibility. In opposite side major of respondents misunderstand the term of Green Marketing. As responsible in economic area respondents consider such a firms which are profitable for owners and via taxes bring benefit for all society. In term of social responsibility respondents reputed companies which are not uncaring to social problems and which are active in different social project through philanthropy. In term of environmental responsibility respondents mainly evaluated firms which invest to technology that p...
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
Labelling of product origin arose spontaneously tradition and consumers automatically associated ... more Labelling of product origin arose spontaneously tradition and consumers automatically associated high quality or specific characteristics with such designations. Systems for labelling regional products have developed over time as third party activity, which assesses relevant criteria and guarantee their fulfilment by awarding a certificate. The aim of this paper is to define competitive environment in the designation of regional products in the Czech Republic and to demonstrate the link between regional product and quality. Part of the paper is identification of parameters determining the quality of products (in general) and the assessment of quality perception as one of the basic attributes of regional products. The article used secondary data from publicly available sources in the form of official web presentation of guarantors and coordinators of individual designation systems, methodological guidelines for granting and using brands, catalogues of certified products, etc. and pre...
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
This article focuses on the experience of Czech customers with the purchase of products labelled ... more This article focuses on the experience of Czech customers with the purchase of products labelled by the Association of Regional Brands and Bohemian Paradise Association. The aim of this paper is to evaluate selected indicators associated with purchasing certified regional products. The studied characteristics focus on the knowledge and perception of several chosen microregional brands and on the purchase of a certified product itself. The article presents the results of research conducted through a questionnaire survey, whose 1390 respondents are residents as well as visitors of eight different micro‑regions in the Czech Republic. Awareness of regional brands within the sample surveyed is around 46 %. The relationship between awareness of regional brand and respondents’ age, education and status towards the region has been identified. The perception of consumers considered, a brand is most often associated with tangible products, namely food and agricultural produce. Consumers view ...
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2015
This article deals with the way customers perceive individual non-direct response printed leafl e... more This article deals with the way customers perceive individual non-direct response printed leafl ets and it is simultaneously focused on the question whether this material has any importance in general for customers during their purchase realization. The research is further concerned with the issue of the diff erences between customers living in family built-up areas and those who are living in residential housing. The research explores the diff erences related to preferences of various target groups. It identifi es whether customers wish to receive printed advertising material into their letter boxes, what sort of media they read and what kinds of assortment are most frequently requested to appear in this form of promotion by customers. Preferences are aggregated by means of data classifi cation based on diff erent criteria and they provide a clue for better orientation in customer thinking.
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2015
The article discusses the issue of the global marketing environment in line with the factors dete... more The article discusses the issue of the global marketing environment in line with the factors determining its external conditions. The aim is to specify the marketing-environment indicators in the international context and interpret the use of geographical maps illustratively documenting the diff erences of particular parameters in various parts of the global market. The research-results help update the theoretical framework of global environment factors. These data are also important for practice. Many enterprises consider the question of optimising their sources and directing their goals towards the opportunities available thanks to global markets. The global environment mapping is thereby an important basis for the marketing activities whose implementation across national boundaries is going to be mainly infl uenced by peculiarities of the environment involving foreign markets and their changes.
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2011
The article aims to measure the size of customer gaps as for their perception of sales service st... more The article aims to measure the size of customer gaps as for their perception of sales service standard quality. Gap analysis employed for customer gap measurement is elaborated on the basis of the results obtained from questionnaire enquiry directed on customers and employers of the company sales places that were under examination. Questionnaire enquiry revealed substantial disparity between the perception of standard by employers and customers, especially in terms of sales personnel contact with customer. The research has quantified the size of customer gaps within sales service quality standard categories. In addition, it identifies problem areas detected by means of the carried out analysis as well as it provides suggestions for their solution.
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2011
Nowadays, it is not easy to achieve prosperity and flourishing progress of an agriculture company... more Nowadays, it is not easy to achieve prosperity and flourishing progress of an agriculture company. The owners and managers engaged in agricultural sector are thus forced to face increased challenge as for the search of new and more stable sources of income. Employing the strategy of diversification represents one of the possible ways aiming to improve the current situation. Moreover, this strategy also provides important tool for enhancing the quality of rural infrastructure and creation of job opportunities in non-traditional sectors and thus makes for the decrease in jobs in the agricultural sector. The study of secondary sources and in-depth interviews with successful diversification project managers allowed the analysis of prospective usage of the diversification strategy in agricultural companies.
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2016
Regional branding is one of several ways to promote rural regions and support development of soci... more Regional branding is one of several ways to promote rural regions and support development of socially, culturally and environmentally oriented economies in areas that are interesting due to their natural and cultural heritage. The article attempts to review the conceptual and theoretical underpinnings of branding as conveyed by leading authors in the marketing field. The aim of this paper is to define brand as a broad complex of variables, which are used in building of its identity as a basis for creating value proposition and the position of a brand. Article briefly describes the most comprehensive labeling system for regional products at the micro-regional level is the one guaranteed by Association of Regional Brands (ARB). The main contribution of this article is a theoretical model of strategic management of a regional brand, which captures the interdependence of the individual steps of brand building as well as stakeholders. The starting point for building of brand value is a strategic analysis of the brand, including analysis of customer and competitors. The analysis of external factors is followed by analysis of the brand itself. The resulting relationship between the brand and the customer is based on value proposition representing benefits (functional, emotional, self-expression). The concept of total product is connected with the concept of total brand and it is offered to the customer as a regional product. Finally it suggests possibilities for further research.
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Papers by Lucie Vokáčová