Assessing Czech consumers' reactions to Western marketing practices: a conjoint approach

Article Abstract:

The joint effects of country-of-origin information and two marketing variables on decision making among Czechs were examined using conjoint analysis. Results showed that Czech consumers were most sensitive to information about the country of origin of products although they were also sensitive to the pricing and advertising practices employed to market these products. This finding should interest western companies marketing to the Czech Republic and other Eastern and Central European countries.

International aspects, Beliefs, opinions and attitudes, Czechs

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Diagnosing customer value: integrating the value process and relationship marketing

Article Abstract:

Research reviewing and organizing existing literature on the concept of value in marketing is presented. Particular attention is given to identifying the main focus of value research, namely on the nature of value as seen by customers and by organizations.

Criticism and interpretation, Value (Economics)

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See me consume

Article Abstract:

A description is presented of the studies which are being carried out by marketers to determine the factors which influence the decision making process of consumers. The use of anthropologists to advise marketers is discussed.

Analysis, Business enterprises, Anthropological research

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