Assessing Czech consumers' reactions to western marketing practices: A conjoint approach

Abstract

Conjoint analysis is used to assess the joint effects of country-of-origin information and two marketing variables (price-discount level and advertising-intensity) on the decision-making behavior of consumers in the Czech Republic. Study participants evaluated conjoint profiles in one of two product categories — color TV sets and automobiles. The results indicated that although Czech consumers were sensitive to the pricing and advertising practices used to sell these products, they were most sensitive to information about the product's country-of-origin. This analysis holds important implications for western firms seeking to market their goods in the Czech Republic and in other Eastern and Central European countries and suggests several potentially fruitful directions for future research.