Martina Korecká
Labels Referring to Czech Origin
Číslo: 1/2019
Periodikum: Acta Oeconomica Pragensia
DOI: 10.18267/j.aop.615
Klíčová slova: consumer behaviour, COO, label, Czech origin
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Anotace:
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.
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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.