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Marketing research : Implications for V4 Food market. Ing . Katarína Kleinová , PhD . Department of marketing Faculty of economics and management, SUA Nitra. Marketing research. Source : http://www-rohan.sdsu.edu/~renglish/370/notes/chapt08/. Types of marketing research.

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marketing research implications for v4 food market

Marketing research:Implicationsfor V4 Foodmarket

Ing. KatarínaKleinová, PhD.

Department of marketing

Faculty of economics and management, SUA Nitra

marketing research
Marketing research

Source: http://www-rohan.sdsu.edu/~renglish/370/notes/chapt08/

types of marketing research
Types of marketing research

Source: Fahy, J. – Jobber, D. 2006. Foundationsof marketing.

10 things to think about when considering a market research project
10 things to think about when considering a market research project

Source: Hague, P. A practicalguide to marketresearch. [online]

the marketing research process
The marketing research process

Source: Kotler, P. et. al. 2009. Marketing management

data collection methods used in marketing research
Data collection methods used in marketing research
  • Focus groups
  • Surveys
  • Personal interviews
  • Projective techniques
  • Observation
  • Experiment
  • Mystery shopping
  • Panel
slide10

Motives for buying Slovak food

Buying decisions for Slovak foodstuffs

Cognitiveprocesses

Normativeprocesses

Affectiveprocesses

Taste

Freshness

Price

Short

distribution

Employment

support

Tradition

Feelings

Environment

Brand

Origin

Motherland

Source: Own marketing research

image
Image

Functions of image in terms of the consumer are:

  • simplification of reality
  • orientational function
  • function of additional benefit
  • function of identifying oneself, prestige and value statement.
country image
Country image
  • The emergence of the country image can be broadly explained by the theory of learning.

„halo construct“ – „summary construct“

  • The factors affecting the image of the country:
    • product type
    • the level of economic maturity of the country
    • the impact of socio demographic and psychological criteria
    • consumer ethnocentrism
image research
Image research
  • It can be dated to the 60th of the last century.
  • Up to the present, there were issued more than 750 publications dealing with these issues.
  • Limitations of image research.
  • Due to the complexity of the image there is no standard method of analysis.
    • Questionnaire (semantic differential, Likert scale, CETSCALE)
    • Projective techniques (word association tests, sentence completion tests, consumer drawings)
nation brand hexagon
Nation Brand Hexagon

Source: http://www.gfkamerica.com/practice_areas/roper_pam/nbi_index/

country brand index comparison of v4 countries
Country Brand Index – comparison of V4 countries

Source: http://www.futurebrand.com

slide16

Associations to word „Slovakia“

Source: Own marketing research

country image1
Country image

Source: Own marketing research

slide18

Food image

  • Spontaneous association of the term „Slovak and foreign food“
  • Typical food and preference of food from selected countries
  • Image of Slovak and foreign foods
slide20

Knowledge of brands

Source: Own marketing research

slovak food brands
Slovak food brands

Czech food brands

Hungarian food brands

Polish food brands