Title: Consumer perceptions of Tesco own brands: the Czech republic and the United kingdom
Authors: Anchor, John R.
Kouřilová, Tereza
Citation: E+M. Ekonomie a Management = Economics and Management. 2008, č. 4, s. 119-131.
Issue Date: 2008
Publisher: Technická univerzita v Liberci
Document type: článek
URI: http://www.ekonomie-management.cz/download/1331826695_e005/12_anchor.pdf
ISSN: 1212-3609 (Print)
2336-5604 (Online)
Keywords: vlastní značky;maloobchod;Tesco;Česká republika;Velká Británie
Keywords in different language: own brands;retailing;Tesco;Czech republic;Great Britain
Abstract in different language: Relatively little is known about the consumer perceptions of own brands in the newly emerging markets of central and eastern Europe. This paper attempts to fill a gap in knowledge by investiga- ting various aspects of consumer perceptions of Tesco own brands in the Czech Republic. The key data for this research was collected by structured questionnaires from Tesco supermar- ket customers in the Czech Republic and the UK. Non probability quota sampling was used and the sample was stratified according to gender, age and income. The results of the research indicate that the general view of Tesco own brands is slightly less po- sitive among Czech than British customers. H owever, significant differ ences emerge when these are examined in terms of income. Increases in income lead to a decrease in the favourability with which own brands are viewed in the Czech Republic – the opposite to the position in the UK. The age of consumers was also found to be significant, although there is not a linear trend. No strong correlation was found to exist between gender and any of the characteristics under investigation. The sample was limited in size (n=100 in each country). In depth interviewing would be neces- sary to assess consumer attitudes further. The results of this research may help Tesco in relation to its general expansion in central and eastern Europe and its brand building in particular. The originality of the paper relates to its study of consumer behaviour in one of the emerging markets of central and eastern Europe.
Rights: © Technická univerzita v Liberci
CC BY-NC 4.0
Appears in Collections:Číslo 4 (2008)
Číslo 4 (2008)

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