Labels Referring to Czech Origin

Martina Korecká

Acta Oeconomica Pragensia, 2019, vol. 2019, issue 1, 32-49

Abstract: The globalisation of markets leads to increased competition and the commodification of products. Research has led to growing customer interest in the Country of Origin (COO) when buying grocery. The COO is one of the crucial aspects of buying decisions and can provide a competitive advantage to local producers when differentiating from foreign rivals on the Czech market. However, there are labels where the COO have different conditions for branding. The aim of the article is to analyse COO labels and the quality referring to Czech origin in selected domestic grocery. The COO conditions serve as an evaluation criterion for labels. A descriptive and comparative analysis is used to achieve the goal, with each label examining the conditions for branding in relation to the COO of products. The source of information of the labels was the methodologies, regulations, the bulletin, website and rules for branding. In the case of inadequate information on the COO conditions, the data was acquired by interview or e-mail. The result of the analyses is the comparison of the COO and quality labels in terms of the product origin criterion. The final table summarises the results of the analyses and provides a preview of the situation of the labels on the Czech market. The results indicate that a number of labels refer to the COO by graphic design and the term. However, the COO of the product is not a primary criterion for branding. As the results show, the situation in the Czech market may be unclear. Primarily, labels do not have to state the COO or to be a quality identifier. Labels of the COO and quality are often purpose-designed by government, and profit or non-profit entities to highlight product parameters.

Keywords: consumer behaviour; COO; label; Czech origin (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2019
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DOI: 10.18267/j.aop.615

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