Country of Product Origin as a Determinant Influencing Typology of Czech Consumers in the Beverages Market

Šárka VelÄ ovská and Lucie Waliszewská

SAGE Open, 2024, vol. 14, issue 2, 21582440241255552

Abstract: This paper aims to propose a typology of Czech consumers with respect to their attitudes toward the country of origin when purchasing beverages. Attention is paid to four commonly purchased beverage categories: beer, wine, tea and coffee. Using the Computer Assisted Web Interviewing method, the total number of fully completed questionnaires obtained was 396. The selection of respondents was determined by gender and age quotas. The measurement of attitudes involved utilizing a set of 22 statements concerning the beverage origin which were evaluated on a five-point scale. As confirmed by the research results, in each beverage category, the country of origin influences consumers’ purchasing decisions differently. When purchasing wine, Czech consumers most commonly verify the country from which it originates. The origin is also important to them when it comes to beer, with the strongest preference for beer produced in their own country. The country from which the beverage originates has a considerably lower importance for coffee and is the least important when buying tea. Based on respondents’ attitudes toward the country of beverage origin, four consumer segments were identified, namely “Experimenters,†“Picky consumers,†“Patriots,†and “Pro-European consumers.†Factor and cluster analysis were used for this purpose.

Keywords: beverage market; cluster analysis; consumer attitudes; consumer segments; consumer typology; country of origin; survey (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/21582440241255552 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:14:y:2024:i:2:p:21582440241255552

DOI: 10.1177/21582440241255552

Access Statistics for this article

More articles in SAGE Open
Bibliographic data for series maintained by SAGE Publications ().