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Consumer Perceptions of Tesco Own Brands: the Czech Republic and the United Kingdom

Anchor, J.R and Kouřilová, Terezie (2008) Consumer Perceptions of Tesco Own Brands: the Czech Republic and the United Kingdom. E & M Ekonomie a Management, 11 (4). pp. 119-131. ISSN 1212-3609

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        Abstract

        Relatively little is known about the consumer perceptions of own brands in the newly emerging markets of central and eastern Europe. This paper attempts to fill a gap in knowledge by investigating various aspects of consumer perceptions of Tesco own brands in the Czech Republic.

        The key data for this research was collected by structured questionnaires from Tesco supermarket customers in the Czech Republic and the UK. Non probability quota sampling was used and the sample was stratified according to gender, age and income.

        The results of the research indicate that the general view of Tesco own brands is slightly less positive among Czech than British customers. However, significant differences emerge when these are examined in terms of income. Increases in income lead to a decrease in the favourability with which own brands are viewed in the Czech Republic - the opposite to the position in the UK The age of consumers was also found to be significant, although there is not a linear trend. No strong correlation was found to exist between gender and any of the characteristics under investigation.

        The sample was limited in size (n = 100 in each country). In depth interviewing would be necessary to assess consumer attitudes further.

        The results of this research may help Tesco in relation to its general expansion in central and eastern Europe and its brand building in particular.

        The originality of the paper relates to its study of consumer behaviour in one of the emerging markets of central and eastern Europe.

        Item Type: Article
        Additional Information: Full text provided with kind permission from the Technical University of Liberec
        Subjects: H Social Sciences > HF Commerce
        D History General and Old World > DJ Netherlands (Holland) > DJK Eastern Europe
        Schools: The Business School
        The Business School > Emerging Markets Research Group
        Related URLs:
        Depositing User: Graham Stone
        Date Deposited: 07 Apr 2009 19:11
        Last Modified: 18 May 2011 09:37
        URI: http://eprints.hud.ac.uk/id/eprint/3716

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