AKCEPTÁCIA PODPORY PREDAJA DOMÁCICH PRODUKTOV SPOTREBITEľMI V MALOOBCHODE SR. (Slovak)

The contribution draws attention to the alternative of increasing sales promotion of Slovak products, notably in the retail food range. It appeals not only to the quality of domestic products, but also to the willingness of Slovak consumers to increasingly buy domestic products on behalf of support of the Slovak economy. This problem was supported by two researches, which were also described in the paper. Until one has dealt with the consumer and his attitude towards ethnocentrism, the second survey analyzed the effectiveness of communication activities aimed at increasing sales of Slovak products. The outcomes resulted in recommendations for the Slovak retail sector in order to make communication campaigns more effective and more transparent in their possible assessment and possible adoption of adequate measures. [ABSTRACT FROM AUTHOR]

Centrom pozornosti maloobchodu, zvlኝ v komoditách potravinárskeho tovaru, je orientovať pozornosť na potravinárske produkty z domácej produkcie. Táto požiadavka už dlhodobo zaznieva nielen z úrovne Štátnej správy, médií, ale najmä zo strany odbornej verejnosti. Vzhľadom na skutočnosť, že iniciatíva zabezpečovania potravinovej bezpečnosti a kvality potravín vychádzala z potravinovej politiky Európskej únie, naŠou ambíciou bolo nájsť alternatívu prepojenia tohto poslania aj do národnej iniciatívy Slovenska. Objektom skúmania v predloženom príspevku sa stal výskum etnocentrizmu slovenského spotrebiteľa, ale rovnako aj komunikačná kampaň v zameraní na podporu predaja domácich produktov v slovenskom maloobchode. Nadviazali sme na iniciatívu projektu Kvalita z naŠich regiónov, ktorého gestorom bol Zväz obchodu a cestovného ruchu SR a realizátorkou Ing. Bohumila Tauchmannová zo spoločnosti INCOMA Slovakia, s. r. o. [ABSTRACT FROM AUTHOR]

Copyright of Marketing Science & Inspirations is the property of Comenius University in Bratislava, Faculty of Management and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)