scholarly journals Brand importance across product categories in the Czech Republic

2016 ◽  
Vol 11 (1) ◽  
pp. 341-354
Author(s):  
Tomáš Formánek ◽  
Radek Tahal
Keyword(s):  
Customer Loyalty ◽  
Brand Loyalty ◽  
Product Category ◽  
Point Of View ◽  
Loyalty Programs ◽  
Primary Data ◽  
Empirical Estimation ◽  
The Czech Republic ◽  
Product Categories ◽  
Empirically Supported

Abstract This paper deals with customer loyalty to brands and provides an analysis of brand-related attitudes among Czech consumers. Brand loyalty is a very important aspect of competitive marketing and we contribute an empirically supported point of view on the topic. Based on primary data from a complex consumer survey carried out for the purpose of this study, we investigate the extent of brand loyalty across different product categories, mostly fast moving consumer goods (FMCG). For convenience, the analysis of our survey-data may be divided in two main areas. First, product categories are ranked according to their potential power to attract customers’ interest and loyalty towards brands. When loyalty programs are prepared, it is important to discern product categories where loyalty potential is weak from those categories that attract consumer loyalty. Second, sociodemographic features and lifestyle factors from the survey are evaluated with respect to different product categories, by means of logistic regression and subsequent average partial effect (APE) analysis. A detailed and practically oriented interpretation of the empirical results is provided by the authors. However, both corporate marketers and academic readers can use the tables with empirical estimation outputs that are provided in this article to draw their own conclusions, which may be focused on the product category of interest and/or focused on any specific consumer group that is of particular interest. Among other topics, this paper emphasizes the fact that brand loyalty is a highly complex phenomenon and that it can and should be analysed from different perspectives.

scholarly journals Brand Importance across Product Categories in the Czech Republic, the Slovak Republic and the Russian Federation

2016 ◽  
Vol 20 (2) ◽  
pp. 1
Author(s):  
Radek Tahal
Keyword(s):  
Czech Republic ◽  
Russian Federation ◽  
Customer Loyalty ◽  
Brand Loyalty ◽  
Slovak Republic ◽  
Primary Data ◽  
The Czech Republic ◽  
Product Categories ◽  
The Russian Federation ◽  
Effect Estimation

<p><strong>Purpose: </strong>Customer loyalty is an important and complex aspect of the market environment. This study aims at analysing the significance attached by different customer groups to brands in particular product categories within the Fast Moving Consumer Goods sector and to enhance existing knowledge in this field.</p><p><strong>Methodology/Approach: </strong>This study is based on primary data gathered through a consumer survey that was consistently carrried out in the Czech Republic, the Slovak Republic and the Russian Federation during November 2015. Different quantitative and statistical analysis methods and tests are applied.  Logistic regression and average partial effect estimation form the main base for conclusions presented.</p><p><strong>Findings: </strong>This study focuses on two key research topics: First, we describe how much does a perceived brand importance differ across various product categories. Second, we identify and quantify the influence of important socio-demographic and lifestyle factors that affect the potential for brand loyalty across different product categories. Main findings are highlighted and interpreted.</p><p><strong>Research Limitation/implication: </strong>For the three countries involved, this study describes the topical situation at the time of the survey. In the coming years, repeated surveys might identify changes and trends in customer behaviour.</p><p><strong>Originality/Value of paper: </strong>This paper is based on primary data, consistently gathered across three countries. By means advanced statistical analyses, the authors provide comprehensive quantitative output that may be used for immediate marketing purposes and for further scientific research.</p>

An Empirical Study of Convenience of Online Services and Purchases

2020 ◽  
Vol 17 (9) ◽  
pp. 4627-4634
Author(s):  
Amgad S. D. Khaled ◽  
Khalid Mohammed Alomari ◽  
Khaled (M,K) Ismail AlshakeTheep ◽  
Abdullah Mohammed Mahdi Ahmed
Keyword(s):  
Empirical Study ◽  
Customer Loyalty ◽  
Sampling Method ◽  
Point Of View ◽  
Primary Data ◽  
Consumer Loyalty ◽  
Purchasing Behavior ◽  
Service Convenience ◽  
Loyalty Intention ◽  
The Impact

The research provides a substantial reference from a retail point of view, considering the significance of service convenience, and it impact on customer loyalty, loyalty intention and customer’s trust with the services. The research provides a substantial reference from a retail point of view, considering the significance of service promotion, to the impact of service comfort on consumer purchasing behavior. It is a primary data research where data was collected through questionnaire and for analysis purpose AMOS and SPSS softwares have been used. A convenient sampling method was applied to select the convenience goods customers. This was done by randomly selecting respondents. The member’s examples were taken from Aurangabad, Banaras, Aligarh, Delhi and NCR locale. Different tools has been taken in this study. The study found that trust in e-retailing doesn’t affect dependability aim, which is not at all like past investigations. The study conclude that consumer loyalty doesn’t prompt the reliability aim of clients. The current examination has an extraordinary commitment in the arena of the post-buy conduct of the clients in the e-retailing division. The study is useful to e-commerce retailers who provide help in India. It helps to develop the administration and the strategies used to keep customers steady and productive.

scholarly journals Socio-demographic and lifestyle determinants of loyalty program participation in the Czech Republic

2017 ◽  
Vol 12 (4) ◽  
pp. 524-539
Author(s):  
Tomáš Formánek ◽  
Radek Tahal
Keyword(s):  
Generational Differences ◽  
Major Product ◽  
Consumer Participation ◽  
Loyalty Programs ◽  
Primary Data ◽  
Program Participation ◽  
Loyalty Program ◽  
Attrition Rates ◽  
Product Categories ◽  
Customer Attrition

Abstract Loyalty programs are among the most frequently employed marketing tools used to minimize customer attrition rates. In this article, different aspects of consumer participation in loyalty programs for major product categories are analyzed with focus on generational differences. We use the time-proven segmentation of Baby boomers and generations X, Y and Z. Our analyses and findings are based on primary data (2016): the survey is formed by a representative sample of 585 respondents. A wide portfolio of statistical learning methods and tests is used for data analysis. The first segment of our analysis brings forward groups of product categories where consumers tend to use loyalty programs concurrently. This identifies opportunities and boundaries for establishing and managing co-branded loyalty programs. The second part of our quantitative analysis is based on generational, other socio-demographic and lifestyle factors influencing individual participation in loyalty programs. Here, the main focus is on four product categories where loyalty programs are used most often. Generational differences are well pronounced in fashion-related categories. On the other hand, loyalty program usage rates in product categories related to basic household operations show little generational differences.

Global products marketing strategy of two European MNCs in Vietnam

2017 ◽  
Vol 26 (6) ◽  
pp. 573-588 ◽  
Author(s):  
Beat Hans Wafler ◽  
Yuosre F. Badir
Keyword(s):  
Marketing Strategy ◽  
Emerging Market ◽  
Product Category ◽  
Point Of View ◽  
Primary Data ◽  
Brand Performance ◽  
Market Uncertainty ◽  
Content Type ◽  
Global Brands ◽  
The Impact

Purpose The purpose of this paper is to analyze how two multinational companies (MNCs) faced the challenge of market uncertainty and political instability in a newly emerging market, and how it affected the impact of their product marketing strategy (PMS) and product (brand) performance. Design/methodology/approach A comparative longitudinal paired case study of a market entry by two global MNCs. Twelve global brands (products) were studied, which were locally manufactured and launched by the two MNCs during their first ten years of operation in Vietnam. Findings The authors approached the investigation from a conventional point of view: standardization versus adaptation. The results showed that in addition to these two traditional processes, a third one was also operating, which the authors labeled semi-adaptation, or the midway PMS. Semi-adaptation refers to a product that has been introduced to Vietnam from a neighboring country. Research limitations/implications This research is based on two European MNCs active in the food and consumer-household goods industry in a newly emerging market: Vietnam. Practical implications This primary data indicate that the product standardization, semi-adaptation and adaptation process in practice is a technique applied to fit a product to a newly emerging market more by degree of change than by product category. Originality/value This paper supports a recent stream of research, which views Standardization or Adaptation as the two ends of the same continuum, where the degree of the firm’s PMS can range between them.

scholarly journals Customer Loyalty of Islamic Banks

2017 ◽  
Vol 1 (01) ◽  
pp. 13
Author(s):  
Pramono Hari Adi
Keyword(s):  
Customer Loyalty ◽  
Rapid Growth ◽  
Brand Loyalty ◽  
Commercial Banks ◽  
Primary Data ◽  
Islamic Banks ◽  
Consumer Loyalty ◽  
Islamic Bank

<p>The highly rapid growth of sharia commercial banks have required them to compete in obtaining and retaining customers. Therefore, it is important to look carefully at the position of their brands within the industry. Among the measures to see how strong the position of a brand in the market is the level of customers’ brand loyalty. There are five levels of brand loyalty, each of which indicates particular marketing challenge to be addressed. Those levels - from least loyal to most loyal - include switcher, habitual buyer, satisfied buyer, liking the brand, and committed buyer. Using questionnaire to collect primary data from 100 respondents, the results indicate that the highest brand loyalty to Islamic banks has been at the level of satisfied buyer and liking the brand, indicating that consumer loyalty to the Islamic banks has not been perfect. Loyalty needs to be improved towards the committed buyer.</p><p><br />Keywords: Brand, Customer Loyalty, Islamic Bank</p>

scholarly journals Loyalty status of consumers to cigarettes brands and influencing factors in Bangalore City: A descriptive study

2019 ◽  
Vol 9 (6-s) ◽  
pp. 143-147
Author(s):  
Preetika Parmar ◽  
, Radha
Keyword(s):  
Brand Loyalty ◽  
Product Category ◽  
Descriptive Study ◽  
Tobacco Product ◽  
Study Data ◽  
Product Categories ◽  
Bangalore City ◽  
High Satisfaction ◽  
Design And Methods ◽  
Self Administered Questionnaire

Background :- Brand  loyalty  has  been  studied  in  many  industries  and  countless  product  categories.  Despite  the  fact,  very  few  research  here  been  conducted on the tobacco product category in India.  The aim of this study was to determine the loyalty status of consumers to cigarettes brands and factors that influence the loyalty status groups. Design and methods:-  A descriptive study was conducted during the period of March 2017- April 2017 among the smokers visiting VS Dental College & Hospital , Bangalore Karnataka. A total of 340 smokers participated in the study. Data was collected using a self administered questionnaire. Descriptive statistics with frequency and percentage was used to describe the data.  Results :- It was  observed that, four main  loyalty  levels  exist  i.e.  hardcore,  softcore,  shifters and switchers and have different demographic characteristics and reasons for their loyalty  status. The  hardcore  loyal  gave  their  main  reasons  as  high  satisfaction derived quickly,  affordable price and  strong  smell. The softcore reasons were;  strength of the kick, similar menthol and same price. Conclusion:- The study concluded that the loyalty status groups of smokers exist i.e. hardcore loyal, softcore loyal, shifters loyal and switchers.  The reason behind the loyalty status groups is due to the nature of cigarettes and unique characteristics among the group of smokers. Keywords:  cigarettes, brand loyalty , brand switching , consumers , loyalty status.

scholarly journals Loyalty programs as a part of company’s marketing strategy

2011 ◽  
Vol 59 (2) ◽  
pp. 199-204 ◽  
Author(s):  
Klára Mrkosová ◽  
Ondřej Dufek ◽  
Luděk Majer
Keyword(s):  
Czech Republic ◽  
Marketing Strategy ◽  
Customer Loyalty ◽  
Personal Information ◽  
Consumer Involvement ◽  
Loyalty Programs ◽  
Current Status ◽  
The Czech Republic ◽  
Customer Loyalty Programs ◽  
Desk Research

This paper aims to characterize the current status of using customer loyalty programs in the Czech Republic. Customer loyalty programs are evaluated as a part of marketing communication, where especially customer cards have a specific role in communication mix of selected companies. Furthermore, customer loyalty programs are evaluated from the perspective of internal marketing system company, as an invaluable source of data about customers. Obtained data are used for decisions on segmentation, targeting and overall marketing strategy. Customer loyalty programs in the Czech Republic are also examined from the perspective of consumers – factors that influence consumer involvement in these programs are evaluated. The paper also shows the results of desk research about personal information provided by consumers to engage in customer loyalty programs.

scholarly journals The Influence of Brand Dimensions on the Purchasing Decisions of Consumers of Hamzah Batik Shop in Yogyakarta

2021 ◽  
Author(s):  
Ida Bagus Nyoman Udayana ◽  
Indah Juhartini ◽  
Ambar Lukitaningsih ◽  
Elia Ardyan
Keyword(s):  
Customer Loyalty ◽  
Significant Influence ◽  
Brand Loyalty ◽  
Primary Data ◽  
Marketing Communication ◽  
Purchasing Decisions ◽  
Significant Negative Effect ◽  
Brand Quality ◽  
Negative Effect ◽  
Managerial Implications

This study aimed to determine the effect of brand dimensions, namely brand loyalty, brand quality, historical brand and marketing communication on the purchasing decisions of consumers of Hamzah Batik Stores in Yogyakarta. This sample included consumers at the Hamzah Batik Shop in Yogyakarta. Sampling used random techniques. A questionnaire was used to collect primary data with 100 respondents. The results showed that brand loyalty, brand quality, historical brand and marketing communication simultaneously had a significant influence on purchasing decisions. Separately, brand loyalty had a significant negative effect on purchasing decisions and historical brand did not. Thus the company should pay attention to customer loyalty. This can be done by always paying attention to the needs and desires of customers. Managerial implications, research limitations and future resarch are also discussed in this study. Keywords: brand loyalty, brand quality, brand historical, marketing communication, purchasing decision

A Consuequence of Statisfaction and Loyalty: How Brand nd Purchase Intention Affect Its (An empirical study of Bengkulu)

2020 ◽  
Vol 7 (2) ◽  
pp. 61-70
Author(s):  
Fachri Eka Saputra ◽  
Fedyah Anggriani
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Purchase Intention ◽  
Partial Least Square ◽  
Least Square ◽  
Primary Data ◽  
Price Fairness ◽  
Online Questionnaire ◽  
Positive Effect ◽  
Descriptive Method

The purpose of this study as to determine how the effect of waterpark image and price fairness on customer satisfaction and its implications for customer loyalty at Waterpark Wahana Surya Bengkulu. The measurement of this study uses 14 indicator items which are distributed using an online questionnaire. The number of samples in this study were 136 respondents and the data were analyzed using SEM PLS (Partial Least Square). Date were collected using a questionnaire using a Likert scale. This research used descriptive method with a quantitative approach. The type of data used in this study is primary data. The results of this study prove that 1. waterpark image has a positive effect on price fairness, 2. Waterpark image has a positive effect on customer satisfaction, 3. Fairness of price has a positive effect on customer satisfaction, 4. Waterpark image has a positive effect on customer loyalty, 5. Fairness of price has a positive effect on customer loyalty, 6. Customer satisfaction has no effect on customer loyalty.

Communicative Strategies and Tactics of Debate as a Learning Tool

2020 ◽  
Vol 81 (2) ◽  
pp. 21-26
Author(s):  
Z. I. Kurtseva
Keyword(s):  
Questionnaire Survey ◽  
Sharp Decrease ◽  
Russian Language ◽  
Point Of View ◽  
Primary Data ◽  
Federal State ◽  
School Students ◽  
Communicative Strategies ◽  
Psychology Pedagogy ◽  
State Educational

This article discusses an urgent educational problem, i.e. a sharp decrease in the level of students’ spoken language and, in particular, the lack of willingness and ability among school students to engage in a constructive dialogue when participating in debates. It is no accident that modern federal state educational standards pay special attention to the formation of students’ communicative competence at all levels of education. The aim of this article was to investigate the current situation in the field in order to obtain primary data showing at which educational levels the techniques of debate and discussion are used; to analyse the verbal behaviour of participants implementing various communicative strategies and tactics during debates. The following research methods were used: an analysis of literature in the field of psychology, pedagogy, communication and methodology; a questionnaire survey and interviews; an analysis of the oral presentations of students; generalization of pedagogical experience. The results of the interviews and questionnaire survey conducted among first-year university show that about 60% of the respondents experience difficulties in constructing argumentative speech. Discussions in schools are held only in high school. Secondary school teachers lack the competencies of organizing and conducting debates in class. The development of communicative skills of defending one’s point of view and conducting informed debates using communicative tactics based on the principles of dialogue and politeness should be taught during teenage years. It is at this age that communicative competencies are most actively formed. Specific examples of including debates in the curriculum of the Russian language (5th grade) for developing primary discussion skills are presented.

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