Awareness of the Vysočina Regional Food Labels With Context of Their Media Presence

Abstract

The article presents results of research study that focused on the recognition of the Vysočina regional labels among the consumers in the region in connection with media analysis about the topic. Research among consumers was conducted in each district of Vysočina Region (Jihlava, Žďár nad Sázavou, Třebíč, Havlíčkův Brod and Pelhřimov) by interviewing a sample of 819 respondents, selected by quota sampling methods. The research was aimed at analysing the ability of respondents to recognise and diff erentiate two existing regional labels VYSOČINA Regional Product®, Regional Food Vysočina Region and also nonexistent brand From Our Region Vysočina, created by authors. Data have been processed with correspondence analysis and showed that respondents connect diff erent characteristics with the labels. Media analysis of the Vysočina regional labels revealed that media may help building awareness about the labels but they do not shape respondents' views on them. Examining the link between the frequency of diff erent types of information in media and their potential impact on the labels' pereception by consumers have shown distorted image. Stronger consensus between research and media analysis have been examined only on importance of products' origin, which can be viewed as a logical inference from the name of the labels.

Understanding Regional Product Characteristics and Consumers Purchasing them in the Czech Republic

“…In just 5 years, we have instead of 31% (Stoklasa, 2015) almost 44% consumers purchasing these products. Our results are in line with what other authors report (Chalupová and Prokop, 2016).…”

“…Last point in this block is a shocking one, since our respondents don't think that being in advertisement is important. These results and recommendations are in line with other articles (Chalupová and Prokop, 2016).…”

“…We should also focus on the characteristics of the consumers themselves, as our past research indicates (Stoklasa, 2015) there are certain demographic groups with higher preference of local products. Chalupová and Prokop (2016) directly support our conclusions with their study about regional food labels awareness and media presence.…”

“…Kašková and Chromý (2014) state that the reason is their novelty. Even quality literature reviews, such as by Chalupová and Prokop (2016) don't provide comprehensive definition. They are sometimes understood as brands of whole regions, i.e.…”

Regional Brands as an Attribute of Product Quality

“…Systems for labelling regional products have developed over time as third party activity, which assesses relevant criteria and guarantee their fulfilment by awarding a certificate. Apart from the genuineness, sustainability, origin and quality, regional labels may trigger associations that could influence product evaluations (Chalupová, Prokop, 2016). Local food has the following advantages associated with it: high quality and safety of food product; freshness and non-industrial; minimum use of packaging materials; customer satisfaction and friendliness to the environment (Pícha, Skořepa, Navrátil, 2013 Systems of a regional character operate in individual regions, and in most cases are controlled by regional governments.…”