Knowledge of the Regional Brand in Liberec Region: Case Study

Abstract

The issue of regional product brands is still a relatively unexplored topic, however, it has recently been gaining popularity among researchers. This scientific article focuses on the question of brand awareness of a selected regional producer from the syrup segment. The article also contains the results of qualitative marketing research focusing on the analysis of students' attitudes and preferences towards the examined regional brand. The questionnaire survey was implemented using the CAWI method and took place in the period from March to May 2022. During the period under review, the answers were obtained from a total of 303 student respondents. The main research question of this article is whether there is a dependence between selected socio-economic indicators (gender, income and size of residence) of the respondents and knowledge of the examined regional brand of the producer from the Liberec region. Based on the research question posed in this way, three sub-hypotheses were subsequently established that focus on verifying the dependencies between selected socio-economic indicators and knowledge of the brand of the regional manufacturer. The statistical software IBM SPS Statistics was subsequently used for data calculation and analysis. As part of testing the hypotheses, a statistical method called Pearson's chi-square test and descriptive statistics tools were used. Based on the statistical calculations made, dependence was proven in the case of the first two of the mentioned socio-economic indicators. The outcomes are continuously commented on in the results section. The last part of the article is dedicated to discussion and drawing additional conclusions.