Computing and Library Services - delivering an inspiring information environment

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

[img] Microsoft Word - Accepted Version
Restricted to Repository staff only

Download (251kB)
[img] PDF (Word to PDF conversion (via antiword) conversion from application/msword to application/pdf) - Accepted Version
Download (85kB)
[img] PDF - Published Version
Download (97kB)


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: Huddersfield Business School
Huddersfield Business School > Emerging Markets Research Group
Related URLs:
Depositing User: Graham Stone
Date Deposited: 07 Apr 2009 18:11
Last Modified: 28 Aug 2021 23:14


Downloads per month over past year

Repository Staff Only: item control page

View Item View Item

University of Huddersfield, Queensgate, Huddersfield, HD1 3DH Copyright and Disclaimer All rights reserved ©