Factors affecting the communication mix of small businesses in the selected industry

Monika Březinová ()
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Monika Březinová: University of Economics and Management Prague, Prague, Czech Republic

Marketing Science & Inspirations, 2023, vol. 18, issue 3, 17-24

Abstract: The presented article focuses on the issue of communication mix in small businesses in the brewing industry in Czech Republic, this group is represented by microbreweries. The aim of the research was to analyze marketing mix in this group of companies. They have a very similar parameters and serve a similar market, but there are differences in their communication mixes. Based on a literary research, selected factors were determined, which were investigated as to whether or not they have an influence on the composition of the communication mix. Quantitative research method was used. The data obtained through an electronic questionnaire survey, where the return of questionnaires was 28%. Based on the cluster analysis of the obtained data, it was found that microbreweries can be divided into two groups according to the marketing communication tools used, thus two different communication mixes were identified. Furthermore, factors that influence the composition of the communication mix of microbreweries were identified, namely the year of establishment of the microbrewery and the existence of the microbreweries pub/restaurant.

Keywords: communication mix; microbreweries; cluster method; tools of marketing communications; groups of communication mix (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:18:y:2023:i:3:p:17-24

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