ANALIZA ŚWIADOMOŚCI MAREK „PRODUKTÓW KRAJÓW KARPACKICH” – WYNIKI BADAŃ BEZPOŚREDNICH
THE AWARENESS ANALYSIS OF “THE CARPATHIAN COUNTRIES PRODUCTS” BRANDS – THE DIRECT RESEARCH RESULTS
Author(s): Elżbieta Wolanin-Jarosz Subject(s): Economy, Sociology, Evaluation research, Social development, Marketing / Advertising, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: brand awareness; Carpathian regional products; brand; euroregion;
Summary/Abstract: The paper presents the results of the empirical research. Their aim was to define the degree of awareness of the leading brands of “the products of Carpathian countries”. The fundamental research material has been obtained thanks to direct interviews done in five cities of the Carpathian Euroregion: Rzeszów (Poland), Iwano-Franowsk (Ukraine), Debrecen (Hungary), Kosice (Slovakia), Oradea (Romania), on a sample of 2000 respondents (adult inhabitants). The interview questionnaire, elaborated by the author of the paper, has been used as a research instrument. The research period was the year 2012. The data analyses indicate, that the leading brands of “the Carpathian countries products” characterize by the average level of recognisability among the respondents of the five researched nationalities. Polish vodka “Wyborowa”, Slovakian beer “Zlaty Bazant”, Hungarian wine “Tokaj”, Ukrainian vodka “Nemiroff” and Romanian car brand “Dacia” can be included to the most popular, showed by the consumers, brands.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 41 (1)
- Page Range: 199-210
- Page Count: 12
- Language: Polish