Abstract: Economic growth is seen as the increase in the production capacity of a country. It enables a country to produce more and more material wealth and social benefits. Today, the success of any product on the market is closely related to the issue of branding. The brand is a source of information for a user/consumer, which helps to simplify the choice of goods and reduce consumer risk. The paper studies the role of branding in order to promote Georgian tea brands. The main focus of the research is directed to consumer attitudes regarding Georgian tea brands. The methodology of the paper is based on marketing research. The findings study revealed that the majority of consumers prefer foreign tea brands. The final part of the article presents the main recommendations.
Abstract: The paper studies the role of food labeling in order to promote healthy eating issue in Georgia. The main focus of the research is directed to consumer attitudes regarding food labeling. The methodology of the paper is based on the focus group work, as well as online and face to face surveys. The data analysis has been provided through ANOVA. The study proves that the impact of variables such as the interest, awareness, reliability, assurance and satisfaction of consumers' on buying decision, is statistically important. The study reveals that consumers’ perception regarding to food labeling is positive, but their level of knowledge and ability is rather low. It is urgent to strengthen marketing promotions strategies in the process of implementations of food security policy in Georgia.
Abstract: The paper deals with finding and describing of the
effective marketing communication forms relating to the segment
50+ in the financial market in the Czech Republic. The segment 50+
can be seen as a great marketing potential in the future but
unfortunately the Czech financial institutions haven´t still reacted
enough to this fact and they haven´t prepared appropriate marketing
programs for this customers´ segment. Demographic aging is a
fundamental characteristic of the current European population
evolution but the perspective of further population aging is more
noticeable in the Czech Republic. This paper is based on data from
one part of primary marketing research. Paper determinates the basic
problem areas as well as definition of marketing communication in
the financial market, defining the primary research problem,
hypothesis and primary research methodology. Finally suitable
marketing communication approach to selected sub-segment at age of
50-60 years is proposed according to marketing research findings.
Abstract: The paper deals with behaviour of the segment 50+ in
the financial market in the Czech Republic. This segment could be
said as the strong market power and it can be a crucial business
potential for financial business units. The main defined objective of
this paper is analysis of the customers´ behaviour of the segment 50-
60 years in the financial market in the Czech Republic and proposal
making of the suitable marketing approach to satisfy their demands in
the area of product, price, distribution and marketing communication
policy. This paper is based on data from one part of primary
marketing research. Paper determinates the basic problem areas as
well as definition of financial services marketing, defining the
primary research problem, hypothesis and primary research
methodology. Finally suitable marketing approach to selected sub
segment at age of 50-60 years is proposed according to marketing
research findings.
Abstract: This paper proposes a new procedure for analyzing means-end chain data in marketing research. Most commonly the collected data is summarized in the Hierarchical Value Map (HVM) illustrating the main attribute-consequence-value linkages. This paper argues that traditionally constructed HVM may give an erroneous impression of the results of a means-end study. To justify the arguments, an alternative procedure to (1) determine the dominant attribute-consequence-value linkages and (2) construct HVM in a precise manner is presented. The current approach makes a contribution to means-end analysis, allowing marketers to address a set of marketing problems, such as advertising strategy.
Abstract: The paper deals with quality labels used in the food products market, especially with labels of quality, labels of origin, and labels of organic farming. The aim of the paper is to identify perception of these labels by consumers in the Czech Republic. The first part refers to the definition and specification of food quality labels that are relevant in the Czech Republic. The second part includes the discussion of marketing research results. Data were collected with personal questioning method. Empirical findings on 150 respondents are related to consumer awareness and perception of national and European food quality labels used in the Czech Republic, attitudes to purchases of labelled products, and interest in information regarding the labels. Statistical methods, in the concrete Pearson´s chi-square test of independence, coefficient of contingency, and coefficient of association are used to determinate if significant differences do exist among selected demographic categories of Czech consumers.