Michal Stoklasa’s research while affiliated with Silesian University in Opava and other places

The aim of this paper is to find out how various product categories are influenced by rational or emotional appeals and the level of involvement in purchasing decisions with regard to selected demographic characteristics of Czech consumers. Scientific research is based on the theoretical assumptions of the Foote-Cone-Belding (hereafter FCB) model with newly formulated product categories that correspond to current Czech consumer behavior. The theoretical background of the paper covers the knowledge of cognitive consumer choice principles with emphasis on different appeals and a level of involvement within consumer decision. Primary research data were obtained using a questionnaire, on the online panel of research agency Ipsos, on 1,050 Czech respondents. The methods used are modified FCB grid based on previous research study, Kolmogorov-Smirnov test, Kruskal-Wallis test with a post hoc test using Dunn’s test with Bonferroni correction, and positional maps. The results reveal not only how the newly defined product categories are influenced by rational or emotional appeals and high or low involvement, but also the differences of the theoretical FCB model in comparison with its practical implementation. It is necessary to adapt (extend) this model according to the specific conditions and identification features of different segments. The newly introduced transformed nine-quadrants concept of the FCB model is proposed to be applied.

The Covid-19 pandemic in 2020 and 2021 changed consumer purchasing behaviour and brand perception. Regional brands were denied their traditional availability and communication channels due to lockdowns. This raises the question whether regional brands are even relevant for consumers and companies in 2021? The aim of the article is thus to find out what the consumer regional brand awareness is, what are perceived regional brand characteristics/benefits, and what are regional brand customers characteristics. The sample used is 1050 respondents from the Czech Republic. The method used is an online survey. The results are compared, where available, with results from 2014 and 2018 to illustrate the trends. Three research questions were formulated based on the three parts of article aim. Main findings include: the regional brand awareness is rising over the researched period to 73 % prompted awareness; main characteristics include region support, traditional production, high quality, and uniqueness; most favourable customer segments are age groups 46-55 and 56-65, with secondary and tertiary education, and income of 30 000 CZK and more.

The aims of the paper are: 1) to verify the validity of the traditional theoretical definition of the Foote, Cone & Belding (FCB) model based on the use of representative products concerning the age (generation) and gender of the selected target group in the conditions of the Czech Republic, and 2) to verify the validity of defined advertising strategies in the traditional theoretical conception of the Foote, Cone & Belding (FCB) model with the current level of acceptance and perception of advertising within the defined selected target group according to age (generation) and gender in the conditions of the Czech Republic. To meet both aims, both secondary and primary marketing research was implemented. The theoretical background of the paper is based on knowledge of marketing communication principles in general with emphasis on advertising theories. The greatest attention is focused on the traditional version of the FCB model which is based on a matrix of consumer thinking–feeling and high–low involvement behaviours and proposes four advertising strategies. Primary research data were obtained using a questionnaire, on the online panel of research agency Ipsos, on 1,100 Czech respondents. The methods used are positional maps for the FCB grid and chi-squared with a suitable post-hoc test. The outputs reveal the differences of the theoretical FCB model in comparison with its practical implementation. It is necessary to adapt (extend) the model according to specific conditions and identification features of different Czech generations and genders, then adjust recommendations for advertising strategies. In Czech conditions, the sextant grind should be used. There is a prevalence of representative product placement in quadrants 1 and 3, i.e., rational appeals even for products where this is not expected. The outcomes can be used for the choice of correct advertising strategy, advertising media, and types.

This article deals with regional products in the Czech Republic. The goal is to examine the regional product characteristics, purchasing behavior when buying said products and basic segmentation criteria of their consumers. After an analysis of WoS and Scopus articles focusing on regional brands, we have concluded that areas explaining how consumers understand regional products (their characteristics), purchasing behavior and basic segmentation criteria are under-researched. Thus we have planned our research to tackle these areas. Our sample consists of 1050 respondents from the Czech Republic, gathered through questionnaire by professional agency Ipsos. We use Chi-Square test to test data, Kolmogorov-Smirnov test to test data distribution, Kruskal-Wallis test to test dependencies, and post-hoc pairwise comparison to test groups. Main results include: consumers assign different importance to regional product characteristics than regional brands communicate; most positive toward regional brands are age groups 36–45 and 26–35, university education, from Moravia or Silesia, least positive are youngest and oldest age group, with secondary education. We propose regional brands to utilize this knowledge when designing their communication.

This article aims to examine the effects of new technology on the purchase of regional brands in Czechia and draw conclusions that will help to adapt the brands to customer needs. Regional brands are a speciality of Central Europe, which emerged due to consumer dissatisfaction with low-quality of global retail products. These traditional local handmade products are heavily influenced by new technology and customers requiring them to be purchasable online with a massive online presence. The sample consisted of 1050 residents of the Czech Republic. The data were gathered by a professional marketing agency Ipsos using a questionnaire survey. The sample was tested using the one-way Chi-square test, which had good compliance to test the basic sample characteristics, followed with the one-sample Kolmogorov-Smirnov test to test the data distribution, and then, the dependencies were tested with the Kruskal-Wallis test. Finally, a post-hoc test suitable for the type of analysis could be chosen to better understand the type of factors that could influence the results and their possible effect. The main findings indicate a slow change in the demand as customers are neutral in relation to regional brands available from online shops as well as their about social media presence but require them to have a good-quality website. Solutions are proposed using a government-run brand with a platform providing web layouts and hybrid e-shop. The type of content is proposed, indicating the appropriate execution, which should be done based on the researched-derived segmentation criteria.

The article deals with the issue of using strategic marketing in the business of small and medium-sized enterprises. The main objective of this paper is to theoretically define the principles of strategic marketing and then practically analyse the level of strategic marketing use as a tool of business management in selected Czech small and medium-sized enterprises. In order to fulfil the research plan, secondary and primary research was carried out. The theoretical part defines the basic problem areas such as various approaches to strategic marketing defining and strategic management process versus strategic marketing process. In the practical part, 335 companies are analysed, the results are commented and hypotheses evaluated. The most important findings are generally low rate of utilization of strategic marketing management tools and the utilization of these tools is dependent on company size, with micro companies being the worst and medium companies the best.

The aim of the article is to present the results of the research in 2005 and 2015, respectively 2010, in the field of Customer Relationship Management (CRM). The subject of the research is CRM knowledge, CRM definition preference, customer contact level, and CRM results. The object of the research are the SMEs in the Moravian-Silesian Region. A method of comparison of selected characteristics was used. Starting point is a brief theoretical discussion based on selected studies, including a brief genesis of research. Recent primary research using questionnaire survey addressed 736 respondents. Comparing the results of the research confirmed the growth of CRM skills between 2010 and 2015. In 2015, the first place in the preferences of the definition of CRM won the option A, meaning the creation of lasting relationships with customers, which delivers long-term value to both parties to the relationship. The share of respondents who voted for it, was higher than in 2005. To compare the level of contact with customers, 4 ways of contacting them were selected. Adverse developments showed up for the customer records, higher was its randomness, which was not expected. More sophisticated ways of contacting customers confirmed a positive change, though not very significant. The most important result in 2005 and 2015 was the increase in the number of loyal customers, which contributes to the growth of profitability. In the end of the article, hypothesis about the relationship of the size of SMEs and CRM knowledge is confirmed by using logistic regression, and premises are verified about the comparison of results in various years. It turns out that the CRM can be beneficial for SMEs, so it should be implemented in its management system. © 2017 Mendel University of Agriculture and Forestry Brno. All rights reserved.

The objective of this article is to present partial results of primary research, which was carried out on the basis of questionnaire survey that was focused on the issue of customer relationship management in small and medium-sized companies. The basis is brief theoretical debate focused on the specifics of small and medium-sized companies and customer relationship management. The sample consists of 736 companies from the Moravian-Silesian Region. The research findings focus on CRM awareness, what CRM means to companies and what are the long term results of CRM utilization. The final part of the article presents the established and verified statistical hypothesis reflecting the nature of the relationship between respondents and their answers.