This paper deals with an analysis of rural households' perception of their standards of living in context of SME in which they work. The results are based on a primary questionnaire survey conducted by authors among Czech rural households at the end of 2014. Household's subjective opinion on satisfaction with standards of living and SME's contribution to the positive development of its environment are analysed among households divided into groups according to the characteristics of SME in which the head of the household works. The paper points to correlation between SME's legal form and the distance from household's residence and SME's contribution to the development of its environment and also between SME's distance from household's residence and household's satisfaction with standards of living. Findings of the paper help to deeper our knowledge about the connection between SMEs and rural standards of living. They would also help to understand which factors rural development policy should focus on in order to increase interest of population in rural areas or to avoid urbanization. Correlations between variables were analyzed using the method of Pearson's Chi-squared test and Cramer's contingency coefficient using STATA software.

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The article deals with issues of households at risk of poverty in relative conception. Income poverty means a situation when the threshold of 0.6 of median income is not achieved. The analysis of a broader definition of poverty is based on identification and assessment of material deprivation factors, including: financial stress, housing conditions, availability of consumer durables and basic needs. Data sources are based EU-SILC dataset. Presented analysis is focused on selected EU countries, namely Czech Republic, Finland, France, Spain and United Kingdom. The result identifies the problem areas that cause deprivation symptoms.

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Product quality is the result of an involved technological process. For the customer, product quality is not easy to grasp and the decision to buy the product is more influenced by the customer's perception of quality than by quality itself. It is therefore the result of many factors making an impression on the customer, their personal taste and the mood of the moment. The role of marketing is to understand the factors that have a customer impact. We need to identify the factors the customer is aware of and is able to communicate. Yet there are also a number of factors at play that affect the customer without their being aware of it. The aim of the paper is to get to know customer behaviour not just through the factors the customer communicates (answering questions) but to seek new methods that allow an objective examination of the customer's stimulus response, in our research case, using eye-tracking technology. The research study was conducted by way of an experiment with concurrent questioning in June 2016. There were 44 respondents taking part in the experiment, aged from 19 to 25 (Generation Z). The experiment set out to identify the importance of various visual attributes of a bottle of white wine, using a total of 7 stimuli. The experiment was carried out using the method called A/B testing, whereby one half of the respondents (A) was shown the original version of the stimulus and the second half (B) the modified stimulus. The eye-tracking research was carried out using remote eye-tracker SMI RED 250 at a sampling frequency of 125 Hz. In answering questions, the respondents evaluated the importance of the factors of price, type, awards, the shape and colour of the bottle and information on the label, i.e. information about the producer (maker) of the wine, wine variety, wine-growing region, country of origin, year of vintage and the sugar content indication. The paper concludes with a summary of the respective importance of the individual visual attributes that Generation Z consumers are most influenced by, when purchasing bottled white wine.