About: Assessment of the marketing activities at-retail on the beer market in Slovakia

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An Entity of Type : http://linked.opendata.cz/ontology/domain/vavai/Vysledek, within Data Space : linked.opendata.cz associated with source document(s)

Attributes	Values
rdf:type	skos:Concept http://linked.opendata.cz/ontology/domain/vavai/Vysledek
rdfs:seeAlso	http://acta.mendelu.cz/pdf/actaun201361072357.pdf
Description	The retail sector, more specifically non-specialized food predominating retail outlets, is defined as the area of interest in this study. The main aim is to describe the relationship between the marketing activities in the retail outlets of two subjects (1) beer manufacturer and (2) his competitors. This aim is deducted from the presumption that more than two thirds of shopping decisions are made directly in the store. The manufacturer therefore has to be visible in the retail outlet and perform better than his competitors. Data were observed in the multinational retail chains once a month during one year. The observation was focused on one specific product category – beer. The competitors were observed as one group for the purpose of comparison. Three criteria were included in this study (1) a presence of products’ secondary position, (2) a presence of point-of-purchase materials in the main product category area and (3) a presence of point-of-purchase materials outside the main product category area. Data were analysed especially by using a logistic regression, but also other methods of statistical analysis were used. The dependence was identified in all three analyzed criteria. It varies from moderate to strong. The retail sector, more specifically non-specialized food predominating retail outlets, is defined as the area of interest in this study. The main aim is to describe the relationship between the marketing activities in the retail outlets of two subjects (1) beer manufacturer and (2) his competitors. This aim is deducted from the presumption that more than two thirds of shopping decisions are made directly in the store. The manufacturer therefore has to be visible in the retail outlet and perform better than his competitors. Data were observed in the multinational retail chains once a month during one year. The observation was focused on one specific product category – beer. The competitors were observed as one group for the purpose of comparison. Three criteria were included in this study (1) a presence of products’ secondary position, (2) a presence of point-of-purchase materials in the main product category area and (3) a presence of point-of-purchase materials outside the main product category area. Data were analysed especially by using a logistic regression, but also other methods of statistical analysis were used. The dependence was identified in all three analyzed criteria. It varies from moderate to strong. (en)
Title	Assessment of the marketing activities at-retail on the beer market in Slovakia Assessment of the marketing activities at-retail on the beer market in Slovakia (en)
skos:prefLabel	Assessment of the marketing activities at-retail on the beer market in Slovakia Assessment of the marketing activities at-retail on the beer market in Slovakia (en)
skos:notation	RIV/61989100:27510/13:86088014!RIV14-MSM-27510___
http://linked.open...avai/riv/aktivita	V
http://linked.open...avai/riv/aktivity	V
http://linked.open...iv/cisloPeriodika	7
http://linked.open...vai/riv/dodaniDat	2014
http://linked.open...aciTvurceVysledku	Krbová, Petra
http://linked.open.../riv/druhVysledku	J - Článek v odborném periodiku
http://linked.open...iv/duvernostUdaju	S - Úplné a pravdivé údaje nepodléhající ochraně podle zvláštních právních předpisů
http://linked.open...titaPredkladatele	Vysoká škola báňská - Technická univerzita Ostrava / Ekonomická fakulta
http://linked.open...dnocenehoVysledku	62309
http://linked.open...ai/riv/idVysledku	RIV/61989100:27510/13:86088014
http://linked.open...riv/jazykVysledku	eng - angličtina
http://linked.open.../riv/klicovaSlova	point-of-purchase; secondary position; logistic regression; marketing at-retail; retailing (en)
http://linked.open.../riv/klicoveSlovo	marketing at-retail point-of-purchase secondary position logistic regression retailing
http://linked.open...odStatuVydavatele	CZ - Česká republika
http://linked.open...ontrolniKodProRIV	[857BFFE166ED]
http://linked.open...i/riv/nazevZdroje	Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
http://linked.open...in/vavai/riv/obor	AE
http://linked.open...ichTvurcuVysledku	1 (xsd:int)
http://linked.open...cetTvurcuVysledku	1 (xsd:int)
http://linked.open...UplatneniVysledku	2013
http://linked.open...v/svazekPeriodika	61
http://linked.open...iv/tvurceVysledku	Krbová, Petra
issn	1211-8516
number of pages	9 (xsd:int)
http://bibframe.org/vocab/doi	10.11118/actaun201361072357
http://localhost/t...ganizacniJednotka	27510

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