The article focuses on how milk packaging is perceived by generation Y. The required data were obtained through eye-tracking using the SMI RED 250 device. Additionally an in-depth interview and a short questionnaire were included in the experiment to obtain complementary qualitative data. The research took place during November 2014 in the Eye Tracking Laboratory at Mendel University. In total 110 respondents representing generation Y participated in the experiment. The research analyzed the front of 12 types of milk packaging. The main objective was to determine which package attributes attract the most attention among consumers. The research shows that the most attention is given to the milk brand as well as claims with additional information, such as fat content and quantity. Additionally, the respondents were asked to rank the packaging samples from the best to the worst. Finally the respondents had to decide which of the products they would buy. The results provide valuable insights to create customized, eye-catching packaging for consumers.
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.
Purpose This paper aims to provide a description of the language of advertising in socialist Czechoslovakia (1948-1989) and to offer an understanding of its nature. It focuses on significant linguistic characteristics of the discourse and on the means of argumentation and persuasion. Design/methodology/approach Linguistic investigation of the grammar and pragmatics of language used and content analysis studying the lexical level of ads while also considering the broader context in the way of discourse analysis. Findings The paper shows that statements are the most frequent utterance type across all the decades and appeals, which one could associate with a direct and strong addressee orientation (and, perhaps, authoritarian system, too), are only present marginally. Concerning what is advertised, the promotion of manufacturer/seller is frequent compared to specific products. A category of product type was relatively important, especially in the 1950s and 1960s. Unlike capitalist advertising, socialist promotion shows also instances of socio-educational and state-political promotion. Originality/value As no such study was conducted so far, this paper shows that Czechoslovak socialist advertising constructed an imagination that was very much dependent on consumerism just like advertising in Western capitalist countries, and at the same time, it was reflecting specific socio-political circumstances.
This paper concerns the methodology formation for evaluating the service provider's potential in the area of congressional services. Congress tourism is an economically effective and a very prestigeous event. That is why advanced countries and world famous cities are interested in the top-class congress tourism. For the city which houses the congress it means not only income to its budget but also new job opportunities. We have tried to quantify the congressional provider's potential through indexes. We have created the Index of Congressional Service Provider's Potential I CP. This methodology can also be used in rural development.Key words: congress tourism, index of congressional service provider's potential Abstrakt: Příspěvek popisuje proces tvorby metodiky hodnocení potenciálu poskytovatele kongresových služeb. Kongresový cestovní ruch je ekonomicky efektivní a je velmi prestižní záležitostí. Z tohoto důvodu je o kongresovou turistiku na špičkové úrovni mezi vyspělými státy a světovými městy velký zájem. Pro město, kde se kongres koná, to znamená nejen vysoký příjem do jeho rozpočtu, ale i nové pracovní příležitosti. Navržený způsob kvantifikuje potenciál poskytovatele pomocí indexů. Došlo k vytvoření Indexu potenciálu poskytovatele kongresových služeb. Tato metodologie může být využita v rámci regionálního rozvoje, kdy může pomoci zefektivnit podnikatelskou činnost jednotlivých provozovatelů těchto služeb.
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