Jana Turcinkova | Mendel University in Brno (original) (raw)

Papers by Jana Turcinkova

Consumer behavior, its changes during periods of economic changes and its similarities within EU ... more Consumer behavior, its changes during periods of economic changes and its similarities within EU countries was analyzed on the basis of available information on household expenditures classified by COICOP. For the assessment of similarities of behavior cluster analysis were used. Their results showed that in the period of economic development (the 27 EU countries analyzed in 2005) clusters form rather appropriately to geographic division of Europe and respecting cultural affinity zone. The results also confirm that the culture of a society, the influence of education in the family and in society, respected habits, lifestyle, among others have a decisive influence on consumer behavior. There was not visible a significant change in consumption due to such transformations as joining the EU, increase in foreign investment, international trade, social system. In contrast, the analysis carried out for year 2011 suggests that strong economic changes in society, the global financial and eco...

Due to globalization trends the behaviour of the Czech consumers has been constantly developing a... more Due to globalization trends the behaviour of the Czech consumers has been constantly developing as evidenced by the results of different researches of criteria most preferred by the customers decisions related to food purchasing. The knowledge and understanding of these preferences represents not only the competitive advantage in production and retail but also very powerful motivational and incentive factors of efficiency of sales. This contribution was processed within the Research Project of MSM 6046070906 “The economy of Czech agricultural resources and their effective use within multifunctional agrifood systems“, Faculty of Economics and Management, Czech University of Life Sciences in Prague.

Central European Business Review

Several researchers suggest that value-based pricing (VBP) is one of the most profitable pricing ... more Several researchers suggest that value-based pricing (VBP) is one of the most profitable pricing methods for companies competing in today's business environment. Interestingly, the implementation rates of VBP are, however, rather low. Numerous barriers to the implementation of value-based pricing have been found by researchers already. Although, a theoretical model for determining whether value-based pricing may be a suitable pricing method for a business is yet to be found in the literature. This study aims to introduce a theoretical model to aid pricing executives in their pricing method selection. For this purpose, 20 semi-structured in-depth expert interviews with German pricing experts were conducted as part of qualitative data analysis. The experts were selected using a purposive selection method. Pricing experts were asked to describe the most important factors for determining whether a company may implement value-based pricing. We identified two main factors as being necessities for using VBP. The first factor named by the authors was the brand advantage (BA), and the second factor was represented by the delivered product benefits (DB) as perceived by the customer. Based on these two factors, a two-dimensional, quadrant-based theoretical model was developed and was named the VBP Determination Matrix. The matrix now evaluates a company's position within the matrix based on the factors BA and DB. It leads to direct calls-to-action for properly choosing the most suitable pricing method. This study's theoretical contribution was the development of a so far non-existing two-dimensional model for the determination of the suitability of value-based pricing. Business practitioners are now provided with an easy-to-use and highly applicable model to determine the initial suitability of implementing VBP. Senior management is given direct calls-to-action, whether an investment to implement VBP shall be made and whether to allocate resources. Implications for Central European audience: The VBP Determination Matrix is a highly applicable model recommended especially for business practitioners in pricing, marketing and management. Central European companies are recommended to utilise the model to benefit from its strategic recommendations to properly select the most suitable pricing method for profit maximisation and competitiveness optimisation.

Agricultural Economics (Zemědělská ekonomika)

After 1989, there were significant changes in food consumption, both in volumes and structure. Th... more After 1989, there were significant changes in food consumption, both in volumes and structure. These changes happened due to various factors. The most important factors with influence on demand and food consumption were: development of income levels of Czech inhabitants, development of consumer prices of food and non-food products and services, offer and availability of products on the market, advertising and promotion, health education, joining the EU. Besides the above mentioned factors, an impact on consumption also have such factors as quality development, extent of self-provision with food products, or the degree to which the needs are satisfied. The fundamental influence on consumption has the development of consumer prices of food and capital goods and services in relations to development of incomes, thus buying power. In the last few years, there was a visible tendency to decreasing influence of prices on food consumption. The paper focuses on the development of consumption ...

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

This paper focuses on the product elimination in German industrial companies, especially in the m... more This paper focuses on the product elimination in German industrial companies, especially in the mechanical engineering sector. The Product Life Cycle (PLC) theory is based on the typical curve, which shows the different stages a product experiences over the time. The last stage, the so-called decline or elimination phase, is characterized with decreasing sales figures, low market share and shrinking profits. Therefore, it sounds logical that such products should be eliminated. This study is analyzing if these indicators really are the only reasons to start the elimination process of a product, or if there are other reasons triggering this decision too. This paper is based on results of personal structured interviews (n = 102) with representatives of German mechanical engineering companies. The data was processed with use of statistical software SPSS, mean values and standard deviations were calculated, and Spearman's rank order correlation value analysis was applied. The results...

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

This paper investigates the relationship between human capital in micro and small enterprises and... more This paper investigates the relationship between human capital in micro and small enterprises and their respective behaviors in innovation and internationalization. Based on a case study of interpretative nature, from 2010 till 2012 we collected data about the agri‑food complex of Tagus Valley (Portugal) through triangulation of techniques typically used in qualitative research: direct observation (in farms, units of processing, storage and packaging food stuffs and wines, and regulatory and promotional agents); semi‑structured interviews with individuals representing the various categories of agents involved, alongside a survey with 110 business agents; and statistical data gathered in the Portuguese Agriculture Census. Survey data were object of descriptive, correlational and regression analyses. Our research provides evidence of firms making use of stable partnerships with intermediary economic agents and promoting organizations and demonstrating how effective are endogenous asse...

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

To establish brand love as the strongest bond between consumer and brand is a valuable target: di... more To establish brand love as the strongest bond between consumer and brand is a valuable target: different approaches explaining the antecedents of brand love can be found in literature. Concerning the outcome, most authors conclude on some positive relations towards brand loyalty, the willingness to pay a price premium and spreading positive word of mouth. Because of the growing importance of the luxury industry especially in emerging markets, this study investigates on the existence of brand love for luxury brands in the Indian market where so far, no quantitative research about brand love for luxury goods exists. The objective of this study is to research if Indian luxury brands are subject of brand love, and in case of existence, what kind of outcome is related to this phenomina. Data was collected via online questionnaire in May and June 2018. The sample was a non-probability convenience sample (n = 164) from Indian consumers. Relying on a modified model created by Carroll and Ah...

Journal of World Economic Research

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

The paper provides findings about how packaging of healthy foods is perceived by consumers. The p... more The paper provides findings about how packaging of healthy foods is perceived by consumers. The primary data were collected by eye-tracking using the SMI RED 250. This investigation analyzed 12 healthy products and it was completed by 50 respondents. This method was supplemented with in-depth interviews with the same respondents who participated in the eye-tracking research. A questionnaire survey (n = 261) was also a part of the research. Based on these two methods, real and declared consumer behavior can be recognized and the differences between these behaviors can be identified. The main interest was to determine which package attributes of healthy foods are the most interesting according to consumers. The research shows that the most attention in terms of information is devoted to nutritional value, food composition and also country of origin. Furthermore, the attention was focused on the most suitable packaging materials for various kinds of products as well as colors used on t...

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2015

This paper focuses on problematic of use of association rules in exploring consumer behavior and ... more This paper focuses on problematic of use of association rules in exploring consumer behavior and presents selected results of applied data analyses on data collected via questionnaire survey on a sample of 1127 Czech respondents with structure close to representative sample of population the Czech Republic. The questionnaire survey deals with problematic of shopping for meat products. The objective was to explore possibilities of less frequently used data-mining techniques in processing of customer preference. For the data analyses, two methods for generating association rules are used: Apriori algorithm and FP-grow algorithm. Both of them were executed in Weka software. The Apriori algorithm seemed to be a better tool, because it has provided finer data, due to the fact that FP-growth algorithm needed reduction of preference scale to only two extreme values, because the input data must be binary. For consumer preferences we also calculated their means. This paper explores the diffe...

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2015

This paper is focused on factors influencing consumers when choosing an outlet when shopping for ... more This paper is focused on factors influencing consumers when choosing an outlet when shopping for meat products. This issue is very relevant in the Czech Republic as there were a number of problems and affairs in the food industry in the past period. Consumers begin to change their buying habits gradually and focus more on product quality. In the Czech Republic producers specializing in their production of meat products on quality have begun to improve their situation. The research results come from a questionnaire survey conducted in the Czech Republic (n = 1137). The data were processed with Statistica v. 11. Frequency tables, contingency tables and cluster analysis were used for the data analysis. Results show that in the Czech population a strong influence of price as a factor influencing a choice of point of purchase still prevails. Analyses focused on assessment of three hypotheses that were validated through decomposition into sub-hypotheses and application of contingency anal...

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2011

The paper presents results of research of preferences of Moravian consumers when buying food. The... more The paper presents results of research of preferences of Moravian consumers when buying food. The research focuses on characteristics of consumer behavior on the market with food, the preferences of product characteristics, price characteristics, convenient distribution and influence of selected marketing communication tools. The data collection was conducted via questionnaire in April through June 2010 on a sample of 2017 respondents by a research team of Department of Marketing and Trade at FBE MENDELU in Brno. The results suggest that Moravian consumers prefer retail stores with fresh food (mean = 7.99) and wider assortment (7.71), their choice of outlet is also influenced by the convenience of its location – the most preferred are the ones nearest to respondents’ homes or job (7.31), nevertheless, there is greater variability in level of agreement with this behavior among respondents. Respondents develop a certain level of loyalty, most of them have their favorite store and do n...

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2008

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2009

Procedia - Social and Behavioral Sciences, 2012

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2006

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2011

The paper focuses on lifetime value assessment and its implementation and application in business... more The paper focuses on lifetime value assessment and its implementation and application in business processes. The lifetime value is closely connected to customer relationship management. The paper presents results of three consecutive researches devoted to issues of customer relationship management. The first two from 2008 and 2010 were conducted as quantitative ones; the one from 2009 had qualitative nature. The respondents were representatives of particular companies. The means for data collection was provided by ReLa system. We will focus on individual attributes of lifetime value of a customer, and relate them to approaches of authors mentioned in introduction. Based on the qualitative research data, the paper focuses on individual customer lifetime value parameters. These parameters include: the cost to the customer relationship acquisition and maintenance, profit generated from a particular customer, customer awareness value, the level of preparedness to adopt new products, the...

Procedia Economics and Finance, 2014

Journal of Competitiveness, 2012

Consumer behavior, its changes during periods of economic changes and its similarities within EU ... more Consumer behavior, its changes during periods of economic changes and its similarities within EU countries was analyzed on the basis of available information on household expenditures classified by COICOP. For the assessment of similarities of behavior cluster analysis were used. Their results showed that in the period of economic development (the 27 EU countries analyzed in 2005) clusters form rather appropriately to geographic division of Europe and respecting cultural affinity zone. The results also confirm that the culture of a society, the influence of education in the family and in society, respected habits, lifestyle, among others have a decisive influence on consumer behavior. There was not visible a significant change in consumption due to such transformations as joining the EU, increase in foreign investment, international trade, social system. In contrast, the analysis carried out for year 2011 suggests that strong economic changes in society, the global financial and eco...

Due to globalization trends the behaviour of the Czech consumers has been constantly developing a... more Due to globalization trends the behaviour of the Czech consumers has been constantly developing as evidenced by the results of different researches of criteria most preferred by the customers decisions related to food purchasing. The knowledge and understanding of these preferences represents not only the competitive advantage in production and retail but also very powerful motivational and incentive factors of efficiency of sales. This contribution was processed within the Research Project of MSM 6046070906 “The economy of Czech agricultural resources and their effective use within multifunctional agrifood systems“, Faculty of Economics and Management, Czech University of Life Sciences in Prague.

Central European Business Review

Several researchers suggest that value-based pricing (VBP) is one of the most profitable pricing ... more Several researchers suggest that value-based pricing (VBP) is one of the most profitable pricing methods for companies competing in today's business environment. Interestingly, the implementation rates of VBP are, however, rather low. Numerous barriers to the implementation of value-based pricing have been found by researchers already. Although, a theoretical model for determining whether value-based pricing may be a suitable pricing method for a business is yet to be found in the literature. This study aims to introduce a theoretical model to aid pricing executives in their pricing method selection. For this purpose, 20 semi-structured in-depth expert interviews with German pricing experts were conducted as part of qualitative data analysis. The experts were selected using a purposive selection method. Pricing experts were asked to describe the most important factors for determining whether a company may implement value-based pricing. We identified two main factors as being necessities for using VBP. The first factor named by the authors was the brand advantage (BA), and the second factor was represented by the delivered product benefits (DB) as perceived by the customer. Based on these two factors, a two-dimensional, quadrant-based theoretical model was developed and was named the VBP Determination Matrix. The matrix now evaluates a company's position within the matrix based on the factors BA and DB. It leads to direct calls-to-action for properly choosing the most suitable pricing method. This study's theoretical contribution was the development of a so far non-existing two-dimensional model for the determination of the suitability of value-based pricing. Business practitioners are now provided with an easy-to-use and highly applicable model to determine the initial suitability of implementing VBP. Senior management is given direct calls-to-action, whether an investment to implement VBP shall be made and whether to allocate resources. Implications for Central European audience: The VBP Determination Matrix is a highly applicable model recommended especially for business practitioners in pricing, marketing and management. Central European companies are recommended to utilise the model to benefit from its strategic recommendations to properly select the most suitable pricing method for profit maximisation and competitiveness optimisation.

Agricultural Economics (Zemědělská ekonomika)

After 1989, there were significant changes in food consumption, both in volumes and structure. Th... more After 1989, there were significant changes in food consumption, both in volumes and structure. These changes happened due to various factors. The most important factors with influence on demand and food consumption were: development of income levels of Czech inhabitants, development of consumer prices of food and non-food products and services, offer and availability of products on the market, advertising and promotion, health education, joining the EU. Besides the above mentioned factors, an impact on consumption also have such factors as quality development, extent of self-provision with food products, or the degree to which the needs are satisfied. The fundamental influence on consumption has the development of consumer prices of food and capital goods and services in relations to development of incomes, thus buying power. In the last few years, there was a visible tendency to decreasing influence of prices on food consumption. The paper focuses on the development of consumption ...

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

This paper focuses on the product elimination in German industrial companies, especially in the m... more This paper focuses on the product elimination in German industrial companies, especially in the mechanical engineering sector. The Product Life Cycle (PLC) theory is based on the typical curve, which shows the different stages a product experiences over the time. The last stage, the so-called decline or elimination phase, is characterized with decreasing sales figures, low market share and shrinking profits. Therefore, it sounds logical that such products should be eliminated. This study is analyzing if these indicators really are the only reasons to start the elimination process of a product, or if there are other reasons triggering this decision too. This paper is based on results of personal structured interviews (n = 102) with representatives of German mechanical engineering companies. The data was processed with use of statistical software SPSS, mean values and standard deviations were calculated, and Spearman's rank order correlation value analysis was applied. The results...

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

This paper investigates the relationship between human capital in micro and small enterprises and... more This paper investigates the relationship between human capital in micro and small enterprises and their respective behaviors in innovation and internationalization. Based on a case study of interpretative nature, from 2010 till 2012 we collected data about the agri‑food complex of Tagus Valley (Portugal) through triangulation of techniques typically used in qualitative research: direct observation (in farms, units of processing, storage and packaging food stuffs and wines, and regulatory and promotional agents); semi‑structured interviews with individuals representing the various categories of agents involved, alongside a survey with 110 business agents; and statistical data gathered in the Portuguese Agriculture Census. Survey data were object of descriptive, correlational and regression analyses. Our research provides evidence of firms making use of stable partnerships with intermediary economic agents and promoting organizations and demonstrating how effective are endogenous asse...

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

To establish brand love as the strongest bond between consumer and brand is a valuable target: di... more To establish brand love as the strongest bond between consumer and brand is a valuable target: different approaches explaining the antecedents of brand love can be found in literature. Concerning the outcome, most authors conclude on some positive relations towards brand loyalty, the willingness to pay a price premium and spreading positive word of mouth. Because of the growing importance of the luxury industry especially in emerging markets, this study investigates on the existence of brand love for luxury brands in the Indian market where so far, no quantitative research about brand love for luxury goods exists. The objective of this study is to research if Indian luxury brands are subject of brand love, and in case of existence, what kind of outcome is related to this phenomina. Data was collected via online questionnaire in May and June 2018. The sample was a non-probability convenience sample (n = 164) from Indian consumers. Relying on a modified model created by Carroll and Ah...

Journal of World Economic Research

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

The paper provides findings about how packaging of healthy foods is perceived by consumers. The p... more The paper provides findings about how packaging of healthy foods is perceived by consumers. The primary data were collected by eye-tracking using the SMI RED 250. This investigation analyzed 12 healthy products and it was completed by 50 respondents. This method was supplemented with in-depth interviews with the same respondents who participated in the eye-tracking research. A questionnaire survey (n = 261) was also a part of the research. Based on these two methods, real and declared consumer behavior can be recognized and the differences between these behaviors can be identified. The main interest was to determine which package attributes of healthy foods are the most interesting according to consumers. The research shows that the most attention in terms of information is devoted to nutritional value, food composition and also country of origin. Furthermore, the attention was focused on the most suitable packaging materials for various kinds of products as well as colors used on t...

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2015

This paper focuses on problematic of use of association rules in exploring consumer behavior and ... more This paper focuses on problematic of use of association rules in exploring consumer behavior and presents selected results of applied data analyses on data collected via questionnaire survey on a sample of 1127 Czech respondents with structure close to representative sample of population the Czech Republic. The questionnaire survey deals with problematic of shopping for meat products. The objective was to explore possibilities of less frequently used data-mining techniques in processing of customer preference. For the data analyses, two methods for generating association rules are used: Apriori algorithm and FP-grow algorithm. Both of them were executed in Weka software. The Apriori algorithm seemed to be a better tool, because it has provided finer data, due to the fact that FP-growth algorithm needed reduction of preference scale to only two extreme values, because the input data must be binary. For consumer preferences we also calculated their means. This paper explores the diffe...

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2015

This paper is focused on factors influencing consumers when choosing an outlet when shopping for ... more This paper is focused on factors influencing consumers when choosing an outlet when shopping for meat products. This issue is very relevant in the Czech Republic as there were a number of problems and affairs in the food industry in the past period. Consumers begin to change their buying habits gradually and focus more on product quality. In the Czech Republic producers specializing in their production of meat products on quality have begun to improve their situation. The research results come from a questionnaire survey conducted in the Czech Republic (n = 1137). The data were processed with Statistica v. 11. Frequency tables, contingency tables and cluster analysis were used for the data analysis. Results show that in the Czech population a strong influence of price as a factor influencing a choice of point of purchase still prevails. Analyses focused on assessment of three hypotheses that were validated through decomposition into sub-hypotheses and application of contingency anal...

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2011

The paper presents results of research of preferences of Moravian consumers when buying food. The... more The paper presents results of research of preferences of Moravian consumers when buying food. The research focuses on characteristics of consumer behavior on the market with food, the preferences of product characteristics, price characteristics, convenient distribution and influence of selected marketing communication tools. The data collection was conducted via questionnaire in April through June 2010 on a sample of 2017 respondents by a research team of Department of Marketing and Trade at FBE MENDELU in Brno. The results suggest that Moravian consumers prefer retail stores with fresh food (mean = 7.99) and wider assortment (7.71), their choice of outlet is also influenced by the convenience of its location – the most preferred are the ones nearest to respondents’ homes or job (7.31), nevertheless, there is greater variability in level of agreement with this behavior among respondents. Respondents develop a certain level of loyalty, most of them have their favorite store and do n...

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2008

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2009

Procedia - Social and Behavioral Sciences, 2012

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2006

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2011

The paper focuses on lifetime value assessment and its implementation and application in business... more The paper focuses on lifetime value assessment and its implementation and application in business processes. The lifetime value is closely connected to customer relationship management. The paper presents results of three consecutive researches devoted to issues of customer relationship management. The first two from 2008 and 2010 were conducted as quantitative ones; the one from 2009 had qualitative nature. The respondents were representatives of particular companies. The means for data collection was provided by ReLa system. We will focus on individual attributes of lifetime value of a customer, and relate them to approaches of authors mentioned in introduction. Based on the qualitative research data, the paper focuses on individual customer lifetime value parameters. These parameters include: the cost to the customer relationship acquisition and maintenance, profit generated from a particular customer, customer awareness value, the level of preparedness to adopt new products, the...

Procedia Economics and Finance, 2014

Journal of Competitiveness, 2012