Anna Gnyria & Petra Svobodova

Cross-cultural differences in
marketing communications

Business Administration
Master’s Thesis

30 ECTS

Term: Spring 2013

Supervisor: Bo Rundh
Petra Svobodova. Anna Gnyria. The Importance of cross-cultural differences in the
marketing communications: Investigated in Central and Eastern Europe.

© The Authors

Karlstad, 2013

Petra Svobodova, Bc. Anna Gnyria, M.A.

Na Navsi 3 Danilevskogo 31, lgt 69

CZ-251 01 Cestlice UA-61068 Kharkiv

CZECH REPUBLIC UKRAINE

ACKNOWLEDGEMENT

First, we would like to thank our supervisor Prof. Bo Rundh for his time,
extraordinary care, support and constructive inputs and remarks.

Furthermore, we would like to thank the respondents, who took part in our
survey, which would not be possible to conduct without them.

Last but not least, we would like to thank our families and friends for their
support in all directions.
ABSTRACT

Despite the globalization and cultures’ convergence, it is scholarly recognized that

cross-cultural issues are important in a business context, especially for companies
extending their activities internationally. However, existing theory does not
provide an explicit answer of how cultural differences between countries
influence customers’ perception of different aspects of marketing communication
mix. That is why the underlying task of the current paper is to investigate if cross-
cultural differences within the same geographic region are big enough to affect
customers’ perception of marketing communication mix used.

To facilitate a data collection, Central and Eastern European region represented

by Ukraine and Czech Republic were chosen. As a reference tourism industry was
used, due to its’ current significance, scale and global nature. Data was collected
by conducting secondary and primary research, both having quantitative nature.
Secondary data was collected through statistical offices and official on-line
sources. For the primary research purposes a questionnaire survey was conducted
among pre-defined target audience in Czech Republic and Ukraine. 300 responses
obtained provided a solid basis for the further analysis.

Based on the relevant theory and secondary research findings four hypotheses
were developed to address the research question “Does cross-cultural differences
within Central and Eastern Europe affect the marketing communication mix in a
specific industry?”.

The study results provided that cultural differences exist not only between
different regions, but also found within the same geographic region. When
considered from marketing perspective, they are significant enough to influence
customers’ preferences and perceptions of different aspects of marketing
communication mix.

The results obtained are specific for a particular case, so they can not be applied
to some other countries. However, when it comes to marketing communication
perceptions, the results can be used as guidelines by other industries then tourism.

Key words: marketing communications, cross-cultural perspective, marketing

communication mix, tourism, e-marketing, communication tools, communication
media.
TABLE OF CONTENTS

LIST OF ABBREVIATIONS ................................................................................. 1

1. Introduction........................................................................................................ 2
1.1. Problem identification .......................................................................................... 2
1.2. Purpose of the study ............................................................................................. 4
2. Theoretical framework ...................................................................................... 5
2.1. Marketing strategy and strategic marketing planning............................................ 6
2.2. Integrated marketing communications strategy .................................................... 9
2.3. Integrated marketing communications mix ........................................................... 9
2.3.1. Primary instruments.................................................................................... 10
2.3.2. Secondary and collective instruments ......................................................... 11
2.3.3. Selected tools and media: in-house and/or outsourced ............................... 11
2.3.4. E-marketing reliance effects ........................................................................ 11
2.3.5. Marketing communications in tourism industry .......................................... 13
2.4. Cross-cultural marketing ..................................................................................... 16
2.5. Primary integrated marketing communications process: perception management
19
2.6. Primary integrated marketing communications vehicle: branding ....................... 20
2.7. Terminal integrated marketing communications aim .......................................... 20
3. Research methodology .................................................................................... 22
3.1. Research strategy ............................................................................................... 22
3.2. Research design .................................................................................................. 22
3.3. Data collection design ......................................................................................... 23
3.3.1. Secondary data description ......................................................................... 24
3.3.2. Primary data description ............................................................................. 24
3.3.3. Developing the sampling plan ..................................................................... 24
3.3.4. Elaboration of the questionnaire ................................................................. 25
3.3.5. Designing the survey questionnaire ............................................................. 26
3.3.6. Primary data collection ............................................................................... 26
 3.4. Data analysis and interpretation .......................................................................... 27
3.5. Limitations........................................................................................................... 28
4. Findings............................................................................................................. 30
4.1. Internet penetration ............................................................................................ 30
4.2. Economic growth and income distribution ........................................................... 30
4.3. Outbound tourism of Czech Republic and Ukraine ............................................... 31
4.4. Marketing communications ................................................................................. 32
4.5. Usage of Internet in tourism ................................................................................ 32
4.6. Population description......................................................................................... 33
4.7. Marketing communications tools and media ....................................................... 34
4.7.1. Preferable marketing communications tools ................................................ 34
4.7.2. Preferable marketing communications media .............................................. 36
4.7.3. Comparison of preferable marketing communications tools and media in
Czech Republic and Ukraine by using independent t-test ............................................ 37
4.8. Cultural issue in marketing perspective................................................................ 39
4.9. Patterns of using Internet for online purchasing .................................................. 41
4.9.1. Patterns of Internet usage............................................................................ 41
4.9.2. Perception about online purchasing ............................................................. 42
4.9.3. Comparison of Czech and Ukrainian perceptions about online purchasing ... 43
4.10. Internet as the primary source of information when looking for a holiday ....... 44
4.11. Spending on holidays ....................................................................................... 45
4.12. Business-consumer relationships ..................................................................... 45
4.12.1. Purchasing patterns of Czech respondents ................................................... 46
4.12.2. Purchasing patterns of Ukrainians respondents............................................ 46
4.12.3. Comparison of attitudes to the BCR by using independent t-test.................. 47
5. Analysis ............................................................................................................. 49
6. Discussion......................................................................................................... 54
7. Conclusion ........................................................................................................ 58
8. References......................................................................................................... 61
9. APPENDICES ................................................................................................ 66
9.1. Appendix I: Theoretical framework ..................................................................... 66
9.2. Appendix II: Internet usage ................................................................................. 67
9.3. Appendix III: Economic growth............................................................................ 69
9.4. Appendix IV: Marketing communications ............................................................ 70
9.5. Appendix Va: Coding ........................................................................................... 71
9.6. Appendix Vb: Questionnaire (English language) .................................................. 72
9.7. Appendix Vc: Questionnaire (Czech language)..................................................... 75
9.8. Appendix Vd: Questionnaire (Ukrainian language) .............................................. 79
9.9. Appendix VI: Population description ................................................................... 82
9.10. Appendix VI: Marketing communications tools ............................................... 83
9.11. Appendix VII: Marketing communications media............................................. 87
9.12. Appendix VIII: Comparison of marketing communications ............................... 89
9.13. Appendix IX: Perception about online purchasing............................................ 92
9.14. Appendix X: Purchasing patterns ..................................................................... 96
9.15. Appendix XI: Comparison of purchasing patterns ...........................................101
LIST OF ABBREVIATIONS

MCM: Marketing Communications Mix

AIO: Attitudes, Interests, Opinions

AMA: American Marketing Association

B2C: Business to Customer

B2B: Business to Business

BCR: Business-Consumer Relationships

CBE: Consumer Brand Engagement

CEE: Central and Eastern Europe

CGM: Consumer Generated Media

CIA: Central Intelligence Agency

GDP: Gross Domestic Product

ICT: Information Communication Technologies

IMC: Integrated Marketing Communications

MNEs: Multinational Enterprises

OECD: Organization for Economic Co-operation and Development

PR: Public Relations

SCA: Sustainable Competitive Advantage

SME: Small and Medium-sized Enterprises

SBU: Strategic Business Unit

UNWTO: United Nations World Tourism Organization

1
1. Introduction
The paper emphasizes cross-cultural issues in marketing communications within
the Central and Eastern Europe (CEE). General theoretical background focuses
on marketing strategy and marketing communications and also covers some
aspects of cross-cultural issues in tourism industry.

Companies in today´s global environment can exploit opportunities brought by

the internationalization of business, though they still have to cope with challenges
that come along. Globalization comes along with the technological progress and
increased transfer of knowledge and information. Consumers all around the world
are becoming more experienced and demanding due to emerge and accessibility
of the Information and Communication Technologies (ICT). The advent of
modern technologies transformed the consumers into so called “prosumers”
(Alvin Toffler 1980), which means co-produces of value. Consumers seek for
personalized offers providing a superior value for time and money. Cross-cultural
differences are another important element when it comes to the current
international business. However this issue is sometimes being neglected even by
big international corporations. Companies must be aware that customers differ
across countries and so do their perceptions of promotion activities. Addressing
potential customers should be therefore done considering “cultural meaning
perspective” (Usunier 2005), which presupposes specific approach to specific
culture.

Therefore, two main fields to be covered in the current paper are marketing
communications activities and cross-cultural issues, and if/how they are
interrelated within a specific industry and a specific market, chosen and defined
by authors.

1.1. Problem identification

The literature examined (Usunier & Lee 2009, Fill Chris 2006, Oosthuizen 2004,
Orth et al. 2007) suggests that developing the Marketing Communications Mix
(MCM) requires taking into consideration ethnicity and cross-cultural differences
of the regions of interest. However, existing research pays little attention to how
consumers in different countries respond to different aspects of marketing
strategy and appeals of the MCM. There is a dilemma to which extent the
2
marketing communications tools and messages should be standardized when
targeting markets internationally (Orth et al. 2007). As there is no more specific
information found on what aspects of MCM are influenced by the culture and
how the perception of MCM differ across countries and to which extent the
MCM should be adjusted or modified, these issues are addressed in this study.

Although the problem is quite specific, it was necessary to narrow the researched
topic. As traditional developed markets are saturated, it is crucial to discover new
market opportunities in emerging markets. The CEE has been chosen as the
region of interest due to the economic development, growing income and
purchasing power, accessibility and rising usage of Internet, mobility of
population, easiness of traveling and ultimately the availability and affordability of
air transportation via low-cost airlines (Douglas & Craig 2011). Czech Republic
and Ukraine were chosen as the key markets in this context. Czech Republic with
its central location represents the European Union country with close business
relations to Western Europe. On the contrary Ukraine with its binding to Russia,
high income disproportions and isolation from the Western influence represents
other type of country within the CEE region. These two examples are worth to be
examined in details due to the fact that although there are obvious differences
between them, companies tend to group both countries within one CEE region,
entering them with the same business model and targeting them with the same
marketing strategy.

Further narrowing to a specific industry was necessary when seeking secondary

data, developing the sampling plan, creating the questionnaire and applying the
theoretical model. Tourism industry with the focus on premium tourism service
providers was chosen due to the significance of cultural element and importance
of e-commerce in the MCM. Nowadays tourism represents a truly global
economic activity and it is one of the world’s biggest industries, contributing to
the global economy by creating new jobs, stimulating investments flows and
generating exports. In 2011 travel and tourism sector contributed 6 trillions of
US$ to the global economy, representing 9% of global GDP and providing 260
mil jobs worldwide (World Travel and Tourism Council 2011).

3
 1.2. Purpose of the study

The main object of this study is the importance of cross-cultural issue in the
MCM in Central and Eastern Europe. Steaming from the problem identification
the research question was developed.

“Does cross-cultural differences within Central and Eastern Europe affect the marketing
communications mix in a specific industry?”

The underlying purpose of the current paper is to investigate if cross-cultural

differences within the same geographic region exists and if so, are they significant
enough to affect customers’ perception of marketing communications mix. The
findings should also provide some insights about customers´ preferences about
different marketing communications tools and media in a cross-cultural
perspective. Additionally this paper intends to focus on contemporary marketing
communications tools and media. First, because of the rising importance of
Internet and social media in the researched industry, second, due to the high
Internet penetration and changing attitudes to online marketing in researched
countries and finally because of the fact that the used marketing communication
model emphasizes ICT and e-commerce in particular.

4
2. Theoretical framework
Figure 1 shows the business-consumer relationship model: The marketing
communications application developed by Thrassou and Vrontis (2009).

Figure 1: The extract from a business-consumer relationship model: The marketing communications
application extended by Cross Cultural Differences (Thrassou & Vrontis 2009)

The model serves as a theoretical framework and is consistent with the researched
topic and offers the integration of up to date trends in marketing communications
practices. The model creates a business-consumer and takes into consideration
the Small and Medium-sized Enterprises (SMEs). Thrassou and Vrontis (2009)
suggest using the model for developed countries however the authors do not
measure development by economic output rather by social organization,
5
consumer behavior complexity and development indicated by education or
technology penetration. Considering this type of measurement, the model can be
applied for Czech Republic and Ukraine. Thrassou and Vrontis (2009) admit that
the model is still in its conceptual proposition and suggest that the model can
serve as a starting point for distinctive analysis or stimulate for further research.
To match the researched topic in the best meanings, it was decided to extract the
most important parts of the actual marketing communications model (Appendix
I) and suggested to extend the MCM by cross-cultural issue. The suggested
necessity of inclusion of cross-cultural differences into the model is to be
approved or rejected by the study findings.

2.1. Marketing strategy and strategic marketing planning

Varadarajan (2009, p. 119) claims that “marketing strategy can be defined as an

organization´s integrated pattern of decisions that specify its crucial choices
concerning products, markets, marketing activities and marketing resources in the
creation, communication and/or delivery of products that offer value to
customers in exchanges with the organization and thereby enables the
organization to achieve specific objectives.” Greenly (1993) also sees marketing
strategy as a mean of achieving the corporate objectives. Marketing strategy
includes five components: market positioning, product positioning, marketing
mix, market entry and timing, which can be applied as general rule to both
international and industrial market. Marketing strategy involves marketing
activities and decisions which are leading to develop and maintain the company´s
competitive advantage (Day et al. 1990). Wind and Robertson (1983) even state
that long run competitive and consumer advantage is the main focus of marketing
strategy.

Developing a domestic core strategy based on sustainable competitive advantage

is a first step also in internationalizing of the company (Bradley 2002). According
to Czinkota and Ronkainen (2012) the first step in global strategy is to select the
competitive strategy to be employed, followed by choice of the country to be
entered. International approach identifies generic international marketing
strategies, generally known as standardization and adaptation. While
standardized strategies can save costs, without customized solutions it might not
be possible to satisfy customers´ needs. There are four basic options: selling

6
product as it is in the usual way to international markets, modifying products for
different countries, designing new products for foreign markets or designing
globally flexible product. Factors influencing the product-adaptation decision
include regional or country characteristics, product or service characteristics and
company considerations about profitability, market opportunities, costs and
resources (Czinkota & Ronkainen 2012).

Globalization is an important imperative when it comes to strategy and many

companies with worldwide presence are in favor of coordinated global strategy.
According to Johansson (2009, p. 371) “the first step in global marketing strategy
is to define the segments to be targeted and the product positioning to pursue.”
Three main strategic components are segmentation, targeting and positioning
(Johansson 2009). Global marketing strategy can be applied to countries with
segments strongly affected by globalization and ICT. These global segments are
represented by consumers having the same characteristics and similar needs
worldwide and can be therefore targeted with the same marketing strategy
internationally (Johansson 2009, Czinkota & Ronkainen 2012). Global consumers
are influenced by economic status, technology level, personal motives, culture,
social or situational factors (Czinkota & Ronkainen 2012). “Internationally,
market researchers can observe much similarity in the consumption patterns of
young professionals, business executives, teenagers, or the wealthy” (Czinkota &
Ronkainen 2012, p. 184). Companies are usually using regional groupings in
accordance to similar demographic and behavioral traits. For this type of pan-
regional approach the best groups to target are teenagers and young professionals,
who are wealthier, appreciate brands, luxury and traveling. These homogenous
markets with respect to marketing mix variables can be grouped and targeted with
standardized marketing strategy (Czinkota & Ronkainen 2012).

Based on the theory (Czinkota & Ronkainen 2012, Johansson 2009) stating that
standardization is possible for specific homogeneous marketing segments
worldwide and cultural differences do not need to be taken into consideration,
first hypothesis can be formulated. H1: “When targeting specific
homogeneous segments (especially young professionals, who are wealthier,
appreciate brands, luxury and traveling) marketing communications
adaptation is not required.”

7
Johansson (2009) mentions, that the globalization together with ICT progress
caused the use of standardized marketing strategy by many global companies.
Marketing managers are now rethinking this approach, realizing that global
marketing strategy and marketing activities need to be adapted to local conditions.
Local consumers´ behaviors, habits and cultural differences need to be analyzed
in order to create the balance (Johansson 2009). The positioning of the good or
service in the minds of the target consumers can differ across countries due to the
environmental factors. To reach the intended position of the product or service
the benefits of the product or service must be communicated and companies
must predict how the particular markets will react to standardized product
(Johansson 2009).

Taking into consideration the mentioned points the application of the global
strategy internationally is workable when companies concentrate on predictable
developed markets or on particularly specific homogenous segments across
different countries. However traditional markets are saturated and experiencing
stagnancy. To maintain competitive position in developed markets companies
need to invest into promotional activities and innovations to target specific needs
of demanding consumers but also look for opportunities in other developing or
emerging markets worldwide (Douglas & Craig 2011). When entering new
developing or emerging markets, the Multinational Enterprises (MNEs) usually
first enter with goods or services appealing to the higher income class. “In
particular, the more affluent members of the middle class, often successful
professionals or entrepreneurs, provide a prime target for higher-end Western
brands in categories such as fashion and watches” (Douglas & Craig 2011, p. 85).
However rising middle and high income class in developing countries create a
large market for goods and services attracting not only luxury oriented companies.
The task for companies entering new developing markets is to adjust their
marketing strategy and adapt their MCM cross-culturally. According to Douglas
and Graig (2011) the current integrated marketing strategies need to be redesigned
and adjusted to the local markets´ needs. For these reasons they introduce a
semi-global marketing strategy. “Factors such as customer interests, taste
preference, purchasing patterns, and, in particular, price sensitivity differ
substantially among countries. As a result, firms must adapt and develop new and
different strategies tailored to a region or country´s unique characteristics.
Consequently, the firm´s focus needs to shift away from global integration,
8
coordination of strategy, and issues such as global branding to development of
divergent strategies geared to different customer needs, competitors, and market
conditions in different geographic locations” (Douglas & Craig 2011, p. 86).

2.2. Integrated marketing communications strategy

Nowadays companies tend to employ Integrated Marketing Communications

(IMC) by integrating all the promotional tools to deliver clear, consistent message
and build strong customer relationships. IMC is the fundamental of marketing
communications strategy (Kotler et al. 2008). Marketing communications
strategies take into consideration factors such as type of product/market, buyer-
readiness stage and product life-cycle. Promotional tools vary according to the
company´s objectives, while advertising is typical for creating awareness and
knowledge, influencing customers´ preferences is done by personal selling and
finally purchase is encouraged by sales promotion. A Similar approach can be
observed when using product life-cycle approach (Kotler et al. 2008). Finne and
Grönroos (2009) are pointing out that most of the companies are neglecting the
integration of the customer into the IMC. They suggest using the relationship
marketing as a method of the customer´s integration into the IMC. “Relationship
marketing is based on on-going communications between the customer and the
supplier” (Finne & Grönroos 2009, p. 182). Commitment and trust need to be
established to create an effective two-way relationship communication and future
factors as expectations and hopes needs to be taken into consideration (Finne &
Grönroos 2009).

2.3. Integrated marketing communications mix

Marketing communications mix is a collection of communications, used to

communicate a customer value and build relationships. In the past companies
favored the mass communication to communicate standardized products to
masses of customers. New media tools enable marketers to target small segments
of customers and communicate tailored messages (Kotler et al. 2008). Figure 2
shows different promotional instruments and tools of the MCM.

9
Figure 2: The tools and position of the marketing communications mix (Fill 2006)

2.3.1. Primary instruments

“Advertising is any paid form of non-personal presentation and promotion of

ideas, goods or services by an identified sponsor“ (Kotler et al. 2008, p. 737).
Advertising has many forms, but a typical characteristic is a possibility to reach
huge audiences, however the products or services must be standardized to reach
public attention to the greatest extend. Advertisement is also necessary when
building up a long-term image. Advertising involves a one-way communication
means and thus can not provide much feedback (Kotler et al. 2008). Sales
promotion creates additional value and includes many communication tools as
coupons, samples, premiums, demonstration activities, price reduction, point-off-
purchase material, competitions, games and others. Main purpose is to attract
customers, encourage them to purchase and boost sales (Kotler et al. 2008).
Personal communication or personal selling involves interaction, which enables
identification of buyers´ needs and creation of long-term customers´
relationships. Personal selling usually provides immediate feedback and valuable
information for marketers (Kotler et al. 2008). Direct marketing establishes
relationships with customers by communicating a message to a specific person.
Messages can be tailored to meet customers´ specific needs and thus build a one-
to-one customer relationship (Kotler et al. 2008). Nowadays mobile and internet
technologies enabled direct marketing in places like Facebook, Twitter, Google,
TripAdvisor and others (Czinkota & Ronkainen 2012). Public Relations (PR)
build a program and strategy for getting public recognition, understanding and

10
acceptance. PR communicates trustworthy activities believable for readers. These
could include news, references, speeches, special events, articles, corporate
identity material or public service activities. Word-of-mouth remains the most
workable marketing communications tool. Consumers inform about products or
services by sharing their opinions and experiences in their communities and
companies are monitoring their oppinions and interacting with them online
(Kotler et al. 2008, Czinkota & Ronkainen 2012).

2.3.2. Secondary and collective instruments

Secondary instruments include instructional material, corporate design and other

tangibles. Collective instruments refered as “marketing communications
collaboration of companies either to increase total product usage/market, or to
competitively “flock” smaller companies” (Thrassou & Vrontis 2009, p. 516).
This could be done by advertising or any other kind of marketing
communications means (Thrassou & Vrontis 2009).

2.3.3. Selected tools and media: in-house and/or outsourced

Following tools and media are considered as appropriate when applying the new
communication model: people, in meanings of leadership and management, spoke
persons, employees or opinion leaders; posters; press, television and radio
including ads & no ads.

Internet as a source of information, but also as an interactive tool; mail and

leaflets both including ads and no ads; brochures; stationery; merchandise items;
point of presence displays; sponsorships and buildings and offices (Thrassou &
Vrontis 2009). The marketing communication can be conducted with the in-
house resources, as well as outsourced.

2.3.4. E-marketing reliance effects

Internet and E-marketing can provide multi-channel servicing, cost minimization,

deeper relationships with customers and improved communications.
„Promotional strategies need to embrace changes in technology and emergence of
new media such as the Internet, mobile phones, and social networking sites and
increasingly use techniques such as viral marketing and greater interaction with
consumers to reach target audiences” (Douglas & Craig 2011, p. 89). “The
11
Internet has given marketers a whole new way to create value for customers and
build customer relationships” (Kotler et al. 2008, p. 839). Online advertising
“appears while consumers are surfing the Web, including display ads (banners,
interstitials, pop-ups), search-related ads, online classifieds and other forms”
(Kotler et al. 2008, p. 854). Other forms of online promotion include content
sponsorships, alliances and affiliate programs, where companies promote each
other or viral marketing, which is the online version of word-of-mouth
promotional tool. Viral marketing uses an interesting marketing message, which is
supposed to evoke consumers´ interest so that they are willing to share the
content and pass it by among their friends. E-commerce became an important
tool when it comes to international services offerings. Services and goods can be
marketed internationally via Internet at low cost and without obstacles which
might arise when establishing outlets in some parts of the world. Companies use
e-commerce, which can be done by developing company´s single website or by
offering products via Business to Customer (B2C) or Business to Business (B2B)
platforms like ebay or alibaba (Czinkota & Ronkainen 2012). By using e-
commerce even unknown SMEs can become visible and develop an
extraordinarily promotional online strategy. Nevertheless, the Internet penetration
did not take place around the world equally, some segments are still skeptical
about e-commerce and many countries still lack the Internet access. Targeting
different customers internationally by e-commerce requires multilingual websites
and adaptation to local customers´ habits (Kotler et al. 2008).

Social networks and social media have become emerging phenomena. “Social
network is a communal structure consisting of individuals or organizations
connected with each other through friendship, common interest, commercial
transactions, information exchange, or other types of relationship” (Czinkota &
Ronkainen 2012, p. 548). Continuously an increasing number of companies use
social networks as a part of their marketing strategy due to the efficiency, low-cost
and two-way marketing communications characteristics. Marketing strategy using
social networks can communicate tailored messages to target audiences.
Exploitation of social networks can help the companies to raise brand awareness,
increase market penetration, maintain customer loyalty, create user advocates,
conduct market research, develop word of mouth advertising, create on-line buzz,
drive consumers to company web-sites and generally increase sales (Czinkota &
Ronkainen 2012). Social network´s online platform can serve as an online word-
12
of-mouth promotional tool, and should be incorporated into the media strategy.
“Social media are an Internet-based communications medium in which extensive
conversations and interactions take place among people online” (Czinkota &
Ronkainen 2012, p. 552). Social media enable companies to interact with
consumers and consumers can express their needs, wants and positive as well as
negative feedback. Marketers can update consumers on regular basis and target
them with special promotional activities. Social or Consumer Generated Media
(CGM) can have a form of blogs, online bulletin boards or podcasts. Some
marketers are already discovering the power of blogs and social networking and
are trying to reach targeted consumers. However many companies do not exploit
this possibility fully (Czinkota & Ronkainen 2012).

Theory considering both classical and on-line type of word-of-mouth advertising

(Keller & Fay 2012, Douglas & Craig 2011, Czinkota & Ronkainen 2012, Raju
2009, Halloway & Robinson 1998, Kotler et al. 2008) indicates that word-of-
mouth is one of the most influential and powerful tools within the MCM.
Therefore the second hypothesis can be stated: H2: “Word-of-mouth is one of
the most influential marketing communications tools in Eastern and
Central Europe.”

2.3.5. Marketing communications in tourism industry

It was decided to concentrate on a tourism industry within the main topic of the
marketing communications due to its scale and dynamics. Tourism industry is
challenged greatly by the rapid development of technology, market globalization,
intensified competition, growth of sustainability and social responsibility
awareness. All these issues resulted in the changes of the ways the tourism
businesses are conducted: application of marketing principles are to the tourism
management, the focus is shifted from a tourism offer (product/service) to the
customer himself, mass communication is replaced by more targeted almost
individual dialogue with customers (Halloway & Robinson 1998, Tsiotsu &
Goldsmith 2012). According to Raju (2009) in a genuine service industry like
tourism, the most essential marketing function found is developing awareness of
an offer (product/service) in minds of current as well as potential customers. A
promotion message needs to be sent via a variety of communication channels and
marketing communication has to be done in a systematic manner addressing

13
existing and potential customers. The Internet made it possible for tourism
service providers including hotels, property owners, catering providers, airlines
and others to increase direct communications with their customers at the
decreased costs and overcome such intermediate agents as travel agencies (Ratten
& Tsiotsu 2010).

Marketing Communications Mix for the tourism industry will combine the
same constituents as general theory suggests (tools, means and message), but their
arrangement will differ for every single case even within the industry. Evolution
of the tourists´ behavior gives more inputs for marketing activities and
encourages shifts in general marketing logic. Previously marketing activities were
focused on the offer - tourist products, services or destinations while currently the
customer itself has become a target of all the efforts. New logic suggests that
marketing communications are aimed at retaining existing customers and building
long-term relationships by emphasizing individual approach, added value,
personalization and offering customized concepts (Williams 2006, Ratten &
Tsiotsu 2010).

Communication message has to be designed in a way providing maximum impact

on the customers, who are about to make a decision regarding their purchase
(Halloway & Robinson 1998). Dynamism and intense competition of tourism
industry require communication process to be rather long-term relationship
requiring employment of the whole MCM (Halloway & Robinson 1998). The
tools of marketing communications used in advertising are the same as in general
theory. PR is found as the tool of special importance, which is responsible for
providing complete information and facts for potential and current customers,
creating a positive image for a tourist product, ensuring favorable conditions for
advertising activities and sales promotion and providing media support. There are
two main tasks of PR when applied to the tourism industry: information
dissemination and creation of a favorable image for touristic offers. Following
communication techniques are used for these purposes: press releases, advertising,
booklets and leaflets, films and slides, newsletters, featured stories, etc. (Raju
2009). In the tourism industry the power of such an instrument as word-of-mouth
recommendation should not be neglected. A satisfied customer is a kind of
“hidden sales force” that on one hand does not cost anything for a company and
on the other provides credibility for the potential customers. On the other hand

14
unsatisfied customers can create a bad image of the company (Raju 2009,
Halloway & Robinson 1998). This knowledge has led to the development of the
so called concept of “two-step flow of communication”, which presuppose that
company’s communication message is aimed at reaching opinion leaders and lead
users (those who are the most likely to purchase a product/service at the first
place). Word-of-mouth advertisement is especially important for SMEs in the
tourism industry, because they operate in a very competitive environment and
experience limitations of their promotion budgets in comparison with global
leaders (Halloway & Robinson 1998). According to the communications
means/media, tourism businesses have to keep up with the dynamic evolution
of modern media of communications and exploit them in their activities. Tourism
industry is the one substantially using new technological advances. Internet is
becoming a tremendously important tool for e-businesses and its adoption in the
area of marketing and sales is necessary. Internet penetration provides significant
advantages including: cost savings for advertising and physical retail, accessibility,
high speed and volume of information communication, customer convenience,
advanced customer relationship management, worldwide coverage, which is
especially important for SMEs. SMEs has got a chance to compete internationally
with big companies and industry leaders, which was not possible before due to
the limitations of the budget, high costs of traditional marketing communications
means, and thus restricted reach of target markets (Elliot & Boshoff 2009, Ratten
& Tsiotsu 2010). Tourism consumers benefit from transaction costs
minimization, improved products quality, decreased level of uncertainty, more
efficient distribution channel, availability of information and possibility to
compare numerous offers available. Modern customers have become more
experienced and demanding, they seek for personalized offers ensuring the best
value for money. They are transformed from simply passive receivers of
information and passive consumers of tourist products/services to active co-
creators of destinations and tourists suppliers’ information. Variety of web
applications including social networks (FaceBook, My Space, Linkedin, etc.),
forums, blogs, trip planning and self-booking platforms (TripAdvisor,
Booking.com, HomeAway, etc.) provide customers´ involvement into new
product/service development. This type of customers was categorized by Alvin
Toffler as “prosumers” co-producers of the value (Ratten & Tsiotsu 2010).
However Ratten & Tsiotsu (2010) suggest that there is an under-exploitation of

15
the Internet as a marketing communications tool and its hidden potential should
be used by service providers to improve business efficiency. Elliot & Boshoff
(2009) question the Internet as a source of Sustainable Competitive Advantage
(SCA), since information technologies needed for employing the Internet for
marketing purposes could be easily identified and replicated by competitors.

2.4. Cross-cultural marketing

Cultural factors have been recognized as the ones influencing international

marketing communications and success of marketing campaigns launched. Such
aspects as language, values, customs, mindsets, traditions or religion arise and they
should guide marketers while developing international marketing communications
strategy. Despite current globalization and homogenization, there is a parallel
process when cultural differences between some regions and ethnicities are
becoming even stronger. Culture is becoming an “invisible barrier” resulting in
miscommunication and misinterpretation of the communication message (Tian &
Borges 2011). Cross-cultural marketing communication defined by Tian and
Borges (2011, p. 114) as “a marketing communication among consumers or
customers who’s culture differs from that of the marketers own culture in at least
one fundamental aspect of culture such as language, religion, social norms and
values, education and life style.” Numerous concepts for approaching cross-
cultural communications can be found in the existing literature (Orth et al. 2007,
Usunier & Lee 2009, Hofstede 2011, Tian & Borges 2011). Tian and Borges
(2011) suggest employing anthropological theory, which implies that culture has
an impact on marketing communications and vice versa. Such a reciprocal action
emerges when culture defines purchasing habits and influences marketing
communication and marketing communication contributes to cultural borrowing
and altering. Edward T. Hall made an important contribution to the marketing
communications by recognizing and describing an importance of cultural impact
on communication effectiveness. Hofstede´s global model of cultural dimensions
is widely used in different cross-cultural studies as a framework for formulating
hypothesis (Soares et al. 2007, Hofstede 2011).

Approaching cross-cultural differences using solely basic concepts mentioned is

not sufficient, since they give only general guidelines. The phenomena of
globalization is posting the main challenge in international marketing

16
communications. Economies of scale, crucial for an effective international
business, are possible only through global standardization of activities, which
presuppose neglecting local peculiarities of different markets. Oosthuizen (2004)
suggests that there are two ways for global companies to improve market
penetration while taking into consideration cultural aspects: by adjusting
marketing activities to every single culture “bottom-up” approach or by
developing marketing based on universal symbols, and then adjusting those
symbols and ideas to different social, economic and cultural setting of different
markets “top-down” approach (Oosthuizen 2004).

Oosthuizen (2004) identifies three aspects which facilitate the complex process of
activities within marketing communications: (a) applicability to target market’s
needs and wants, (b) usage of language that a target market understands, (c)
empathy in the sense of finding the most appealing elements, emotions, symbols,
knowledge, idioms, etc. Oosthuizen (2004) incorporated them into a three-tier
core value model, which provides a framework for marketing communications
for different target markets across cultures without developing separate marketing
communications strategies and keeping “the main strategic threat” for every
country. The model (Figure 3) is basically built on two existing theories: Kurt
Lewin’s (1939) field theory and the Rokeach (1968) value theory. The ranking of
values used in the model are based on consistency of values over time (core values),
relation to a certain culture and society (secondary values) and relation of values to a
specific period of time (peripheral values) (Oosthuizen 2004).

Figure 3: Three-tier value model (Oosthuizen 2004)

17
Core values are those that remain the same across cultures, learned values vary
from culture to culture according to religion or traditions, but include values
established through universal communications (MTV, Coca-Cola) as well,
peripheral are then temporary and true just for a some period of time or for a
certain group of people. To establish global and universal brands, while building
marketing communications appeals, companies should concentrate on core
values, which create a fundamental meaning understandable worldwide. Learned
values are the most appropriate for localization of communication appeals, they
originate from language, customs, traditions, beliefs or social systems. Peripheral
values have temporary nature and symbolize certain times, settings and trends.
Peripheral values change fast and marketers should revise and update their
marketing messages based on these values. Many companies though mistakenly
use them as a core idea of brand, as if they would be core values (Oosthuizen
2004).

The role of culture in this development of tourism industry is multi-dimensional,

being a resource, a product, an experience and an outcome (Urry & Rojek 1997,
Usunier 2007). Tourism industry development follows the general economic and
societal development trends, shifting to service-dominant logic, consumer
orientation, personalization and long-lasting customer relationship. Tourists´
behaviors are multi-motivational and very diverse. Even though needs, wants and
motives for tourism experiences are few in numbers and can be identified as basic
and common across countries (e.g. relaxation, escape, exploration), the
expressions of these needs are socially determined and thus usually do vary greatly
from culture to culture (Ryan 2002). However the continuous process of
globalization makes certain adjustments into the tourism industry development
trends. Lately, there is a lot of reference made in academic and business world
highlighting two main aspects of globalization influencing tourism industry:
interdependence of economies worldwide and convergence of life styles. This
results in appearance of the global trends which are true across cultures that may
lessen national differences in preferences (Cooper & Wahab 2001). Travelers
demand shifting to a new type of holidays characterized by individuality, flexibility
and independence. Lack of time, rapid development of information technology,
increased mobility of traveling and increased linguistic ability (especially among
young people) has empowered people to organize their holidays themselves. They
surf the Internet for information and consequently book and pay for holidays on-
18
line. Travel agents are remaining in the past being displaced by the Internet,
independently organized tourism is overcoming packaged and all-inclusive tours
(Cooper & Wahab 2001).

2.5. Primary integrated marketing communications process: perception

management

According to Thrassou & Vrontis (2009) reality is shadowed by perception and

what people think does not always reflect the reality, therefore sometimes it is
needed to change the perception of people. There are cases where perception is
not closely related with the product or service essence, but with marketing
communications tools, e.g. the usage and perception of Internet as a medium of
advertising or purchase. Thrassou and Vrontis (2009) appeal to the shift from
primary marketing communications process to perception management.

Though emotions and experiences do not have any national identity or

geographic limitations, emotional attachments and emotional responses patterns
do differ cross-culturally (Aaker et al. 1997, Orth et al. 2007, Usunier & Lee 2009,
Tian & Borges 2011). Orth et al. (2007) in their survey address the issue of how
customers from different countries percept and respond to the same advertising
message. Poland, Hungary, Czech Republic and Croatia were the chosen countries
in this survey. The results showed that even within the same region and regardless
of small geographical distance and similarities in cultural dimensions, customers´
emotional response patterns were influenced by national cultures and varied
significantly, though certain similarities were identified as well. These findings
have very important implications for marketing managers questioning
standardized advertisement messages when using pan-regional groupings.
Considering some regions with similar characteristics as homogeneous may bring
unexpected or negative outcomes. Advertising message may cause different
emotions, form different attitude and elicit different responses. Such
misperceptions can generate a negative impact on a brand image and damage
customers’ loyalty (Orth et al. 2007). This research addresses cross-cultural
differences while framing an advertising message. Even though the main subject
of interest is marketing communication in general, advertising as being one of the
important aspects of the marketing communications and thus the study’s results
serve as a valid basis for formulating assumptions and the third hypothesis is

19
stated. H3: “There are significant differences when it comes to perception
of marketing communications mix even within one region consisting of
similar countries.”

2.6. Primary integrated marketing communications vehicle: branding

Thrassou and Vrontis (2009) suggest branding as a main tool for changing
people’s perception. The marketing communications model is based on consumer
relationships and on the fact that consumers´ needs are becoming intangible
wants, which are more vulnerable to marketing strategies. Both of these bases
identify branding as value-adding strategy including elements such as lifestyle,
values, ideas or attitudes (Thrassou & Vrontis 2009). Reid et al. (2005) state that
brand orientation together with market orientation are necessary for successful
implementation of IMC. Consumer Brand Engagement (CBE), which is identified
as “an overarching marketing concept encapsulating different consumer decision-
making dimensions, from brand preference to brand purchase” (Gambetti et al.
2012, p.1) is currently one of the main focuses of branding strategies. CBE
emphasizes the importance of consumer-brand relationship and requires long-
term strategy aimed at building trust- and commitment-based consumer-brand
relationships. Finally consumers are playing active role in creating brand values
by incorporating their favorite brands into their daily lives with support of
interactive social media and networks (Gambetti et al. 2012).

2.7. Terminal integrated marketing communications aim

Last element of the marketing communications model is an integrated

communications aim. The model suggests that marketing communications aim is
product experience, product intangibles and product higher-order value additions.
Marketers must concentrate on costumers wants rather then needs, in other
words needs are transferred into wants, which are intangible. “As economic
development takes place, and buying behavior involves more than simple
necessities, consumers start developing their own lifestyle. They choose products
and brands on the basis of what they want, not simply on what they need. Their
Attitudes, Interests, and Opinions (AIOs), not economics or demographics,
determine what they choose” (Johansson 2009, p. 226). This is linked to the shift
from consumer´s environment to consumer´s mind, from external to internal and
from tangible to intangible. The communications aim taking into consideration
20
cross-cultural issue in tourism industry would follow most of the suggested
approaches with a focus on exploitation of e-marketing and new social media
including viral and buzz marketing and integration of perception management.
The main element of the marketing communications model is consumer-business
relationship, which is particularly important for the chosen industry, i.e. offering
premium tailored services.

Researched theory (Thrassou & Vrontis 2009, Finne & Grönroos 2009, Kotler et
al. 2008, Halloway & Robinson 1998, Tsiotsu & Goldsmith 2012, Williams 2006)
emphasizes the current importance of business-consumer relationship and the
fourth hypothesis is formulated. H4: “Business-consumer relationships are
valued by customers as very important aspects of marketing
communications in Central and Eastern Europe.”

21
3. Research methodology
Following chapter provides information about the research methods and
techniques used.

3.1. Research strategy

As illustrated in Figure 4 the whole research process is grounded on the deductive

theory, which means that based on the information available and theoretical
consideration, the hypotheses were stated and consequently further empirically
examined.

Hypotheses
Data Revision of
Theory Hypothesis Findings Confirmed
Collection Theory
or Rejected

Figure 4: The process of deduction (Bryman & Bell 2011)

The deductive nature of the research suggests using quantitative research as the
most appropriate when the testing of hypotheses is to be performed. Quantitative
research is therefore an appropriate strategy for this study. It describes how things
are and tries to identify the reasons why they are so. In addition, quantitative
research provides following advantages: (1) it is used as a tool for the hypotheses
examination, (2) it supplies ‘workable data’ that are easy to analyze, (3) the results
provided are more likely to be generalized and used later on for a similar research,
(4) considering the settings and time limitations of the research, this method is
more likely to provide more responses (Bryman & Bell 2011).

3.2. Research design

Cross-sectional (survey) research design is an appropriate applicable design to

analyze and answer the research question (Bryman & Bell 2011). According to
Czinkota and Ronkainen (2007) the cross-cultural survey is found to be an
efficient method for testing hypothesis. The cross-sectional design belongs to the
most important descriptive studies. The descriptive study is guided by initial
hypothesis and concerned with investigation of the trends in the consumption, in
this study with respect to demographic characteristics (Churchill & Iacobucci
22
2002). A cross-sectional design is recommended when collecting quantitative data
on two or more variables on more than one case and at a single point in time to
identify patterns of association (Bryman 2011, p. 53). “Survey research comprises
a cross-sectional design in relation to which data are collected predominantly by
questionnaire or by structured interview” (Bryman 2011, p. 54).

Considering the reliability and validity of this research design, which evaluate the
measures of concepts, following factors must be taken into consideration.
Reliability can be achieved if the obtained results are stable and do not fluctuate
over the time. Internal reliability can be observed as respondents´ answers are
consistent and related. The combination of secondary and primary data is
enhancing the reliability of the research due to the fact that data were gathered
from more than 1 source. Further the use of professional software diminished the
variability and errors during the research. Internal validity is weak when compared
with experimental research, while external is strong when sample is selected
randomly and enables thus generalization (Bryman 2012). In this study non-
random as well as random selection method were used, which could make the
validity questionable. However due to the specific topic and secondary data
analysis, it was possible confidently define the segmentation process and target
group and thus even non-random sample is quite representative and could be
generalized.

3.3. Data collection design

Czinkota and Ronkainen (2007) suggest that the general research objective should
be used as a guideline to identify the information required and to build a general
framework for the research. Considering the specificity of the research question, it
was decided that the research will include two stages: secondary and primary data
collection. Secondary data together with the existing theory will form a
background for the hypotheses formulation, while the primary data will be used to
test the hypotheses. Secondary data were gathered during February 2013. The
questionnaire was designed by using the theory and the secondary research
findings and afterwards translated into local languages. Primary research was
conducted within March and April 2013.

23
 3.3.1. Secondary data description

Secondary data gathered were concerned with following topics: internet

penetration and usage, income level, distribution of the income, spending on
holidays and travels, outbound tourism, searching and purchasing travel related
items online and ultimately media usage and media preferences. Secondary data in
this research were gathered solely from reliable sources such as governmental
institutions and statistic bureau of Czech Republic and Ukraine, international
organizations´ publications and reports, industry directories and official
companies´ web-sites and reports. Since there are no information available
particularly concerned with the different communication media or cross cultural
issues in the tourism industry in the CEE markets, it was decided to come up with
some proxy variables, which are used as alternative variables for a one that cannot
be measured directly or the data does not exist (Czinkota & Ronkainen, 2007).

3.3.2. Primary data description

The information obtained from secondary data is of a great help for

understanding basic trends in the researched area. However a number of issues
related to the research question remain unanswered. When the secondary research
does not supply answers to the specific questions set, the primary research should
be conducted, covering the areas beyond the scope of the secondary (Bryman &
Bell 2011, Czinkota & Ronkainen 2012).

3.3.3. Developing the sampling plan

Following scheme (Figure 5) suggested by Proctor (1997) will be used for the
purpose of sample development.

Select
Define the Select the Determine
Develop a appropriate
target sample appropriate
frame sample
population design sample size
members

Figure 5: Steps in developing the sample (Proctor 1997)

Numerous segmentation patterns could be applied for the primary research.

24
According to Fitzgerald and Arnold (2000) media reach and media
communications are strongly based on the demographic characteristics of the
chosen target group and demographics continue to play an important role while
building marketing communications strategy. At the same time Czinkota and
Ronkainen (2007) suggest that life style, attitudes and personality are becoming
increasingly important variables to identify new consumer groups need to be
targeted across countries. Taking into consideration both points of view, it was
decided to base the segmentation process on such variables as demographics,
economic factors and life style.

The target population is the population of two big CEE cities: Prague (Czech
Republic) and Kharkiv (Ukraine). Identification of the target population was
based on the theory (Czinkota & Ronkainen 2012, Johansson 2009) and
secondary data analysis. In Czech Republic, the target population is educated
middle and higher income class (people earning an average monthly salary and
more), in the age category 16 – 44. In Ukraine the target population is higher
income class (people earning more than an average) and includes postgraduate
students, young professionals and working individuals between 25 and 50 with
higher education (Appendix II & III).

The random and non-random sample methods were chosen to conduct the
primary research. Additionally, the usage of judgmental sample can be considered
as subjective judgments were used to select representative population members,
when using the non-random sample method (Kotler, Bowen & Makens, 2003).
The sample size was set to be around 150 respondents from each country. This
number was considered as sufficient due to the fact that specific segment was
targeted directly.

3.3.4. Elaboration of the questionnaire

Self-completion questionnaire was chosen as a tool for primary data collection

due to the following advantages: convenience for respondents, avoidance of
interviewer effect and variability, simplicity and inexpensiveness in administration
(Bryman & Bell 2007). As suggested by Bryman and Bell (2007) questionnaire
included a cover letter with clear instructions and was kept concise and structured.
In order to increase the motivation of questioned population, additional stimulus

25
in a form of percentage discount from Costa Barcelona Villas was provided for all
the respondents.

3.3.5. Designing the survey questionnaire

Structured and closed-end questions with the predefined limited answer choices
were used. Usage of open-end questions was limited as they are more useful in
exploratory research. As Bryman and Bell (2011) and Kotler et al. (2008) suggest
closed-end questions with different scales as multiply choice, likert scale (level of
importance, level of influence, level of agreement and level of frequency) rating
scale or evaluation included numerical, verbal and frequency formats were used.
Likert-type scales were coded with the numbers (0, 1, 2, 3 and 4). Levels of
importance, influence and agreement were coded with 0 for the most positive
attitudes (extremely important, extremely influential and strongly agree) and with
4 for the most negative attitudes (not important at all, not influential at all and
strongly disagree). The level of frequency was coded with 0 for the lowest
frequency (never) and with 4 for the highest frequency (all of the time) (see
Appendix Va).

Considering the intercultural perspective, knowledge and awareness of

respondents will differ due to the different backgrounds, education or social roles.
In addition government restrictions and societal demand may affect the
willingness to reveal certain information publicly (i.e. real income or spending on
holidays) (Czinkota & Ronkainen 2007). Questions will be therefore made up in a
way to adapt to social constraints of the surveyed country, by avoiding direct
questions about salaries and real incomes. According to Czincota (2007) the
language and culture are crucial while deciding on questions wording and
misinterpretation of a question could hamper the validity of the whole survey.
Simple formulation, easy words and translation into the national languages was
necessary to avoid any misunderstanding. Pretest was carried on small groups of
Ukrainians and Czechs to ensure the appropriateness of the questions´ wording,
content and format (see Appendix Vb, Vc & Vd).

3.3.6. Primary data collection

Primary data were collected via questionnaires spread in Prague (Czech Republic)
and Kharkiv (Ukraine). These cities were chosen based on the secondary data
26
analysis. Prague, as the capital and the biggest city in Czech Republic with the
highest level of income among population, biggest extent of the Internet usage
and with the best infrastructure facilitating traveling. Kharkiv, the second biggest
city in Ukraine with 1,4 million inhabitants, is on the third place by the Internet
penetration index and among the top five regions with the highest level of income
(Czech Statistical Office 2012, Ukraine statistical office 2012) The target
population was supposed to be reached by spreading questionnaires among
working population, young professionals, university teachers, graduate and post-
graduate students. Part of the questionnaires was randomly spread in paper
format on places providing high concentration of our target groups (universities´
cafes, fitness studios, beauty salons, cafes and social spaces within the commercial
zones). Additional part of the questionnaires was distributed in online version by
using the personal networks of the researchers.

3.4. Data analysis and interpretation

The most relevant observations and results from both secondary and primary data
were highlighted and summarized to serve as a source of information for the
analysis. Primary data were processed by SPSS program to provide sufficient and
sophisticated options for the analysis. Basic descriptive statistics, including
frequencies were conducted. Mode was used as the indicator of central value to
provide the summary of the answers. Mode has been chosen over mean due to
the nominal nature of responses and due to the convenience and ability to
provide the most frequent answers overview. However mean values were used
when analyzing the differences between countries to obtained detailed numerical
outcome. Independent t-test enabled to compare the means between Czech
Republic and Ukraine on the same variables. T-tests were used for specific
questions to address the research question and answer or reject the hypotheses.
Tables obtained from the t-tests summarize the basic statistics including N
(number of respondents), mean, standard deviation and standard error mean
(Field 2009). P-values, differences in the means and standard error differences are
presented in the additional tables in appendix. When mean differences were of
negative value, responses obtained from Czech Republic were of smaller mean
(representing more positive values) than responses obtained from Ukraine. If p-
value (Sig.) is > 0.05, the Levene´s test is non-significant and values from the row
labeled as ´Equal variance assumed´ are used. If p-value is < or = 0.05 the
27
Levene´s test is significant and values from the row labeled as ´Equal variances
not assumed´ are used (Field, 2009). I will shift this somewhere to some table or
into appendix. SPSS provided the exact value of t, however it needed to be
identify if t is greater or less than 0,05. This was done by comparing two-tailed
value (Sig. (2-tailed)) with 0,05. If the two-tailed value was smaller or equal to 0,05
there was significant difference between the means, if two-tailed value was greater
than 0,05 there was no significant difference between the means (Field 2009).

3.5. Limitations

Secondary data collection was engaged with limitations, which influenced the
research outcomes. Not all of the data about CEE region are available for both
countries, some of the data are not collected by official statistical offices and some
are protected or available only in native languages. Also different data
measurements are used, making comparison of countries complicated.

Another limitation comes with the dynamisms of the ICT development. It may
result in some inconsistency of the theory related to the Internet as a marketing
communication and purchasing tool with the up-to-date tendency. It should be
taken into consideration that some sources that were published even two years
ago may not be relevant right now.

Further limitation is concerned with the usage of convenience/non-random

sample in primary research. “Convenience samples may provide interesting data,
but it is crucial to be aware of their limitations in terms of generalizability”
(Bryman 2012, p. 206). Considering the fact that some of the individuals from the
target group were also randomly chosen, the findings obtained by primary
research could be applied and generalized for the whole target population in the
researched countries.

Additional limitations come with the use of questionnaire. Cross-sectional

approach provides valuable tendencies and connections, though some of the
outcomes can be still only assumed as the respondents can interpret particular
questions differently, which consequently brings significantly different outcomes.
Another discussable point is the translation into local languages. Although
English version served as a pattern, the exact translation was not possible and the

28
questionnaires were adjusted to the local language´ characteristics, which could
possibly lead to different perceptions of the same question.

Ultimately it was not possible to avoid bias. Even though we tried to be as

objective, as possible, there is a probability that the study partially reflects our
personal judgments and opinions about the researched countries.

29
4. Findings
Findings obtained from secondary and primary data collections are presented in
this chapter. Preferable marketing communications tools and media, Internet
penetration and online purchasing patterns, income characteristics, outbound
tourism and holiday spending were objects of the secondary data search. The
following data, missing from the secondary research, is to be obtained with the
help of survey: the most appealing types of marketing communications tools and
media in CEE, on-line purchasing patterns, people’s attitude to the Internet as a
source of information, holidays spending, own culture awareness, perception of
CBR and service customization.

4.1. Internet penetration

Country Population Internet Users Penetration (% of Users in

in 2012 (by June 30) population) Europe (%)
Ukraine 44 854 065 15 300 000 34,1 3
Czech Republic 10 177 300 7 426 376 73,0 1,4
Table 1: The usage of Internet in 2012 (Internet World Stats 2012)

Table 1 indicates that the Internet penetration level is much more significant in
Czech Republic than in Ukraine, however, in absolute numbers Ukraine offers
more then double the amount of Internet users. Both countries show an
increasing tendency in purchasing goods and services on-line. Therefore they
represent markets with high potential for e-commerce, including travel oriented
services. The groups using Internet at most are young people, students and
working individuals aged 25-49, with higher education and higher income (see
Appendix II).

4.2. Economic growth and income distribution

Analyzing the economic growth and income indicators, a big difference between
both countries is found. The Gross Domestic Product (GDP) per capita is almost
four times smaller in Ukraine than in Czech Republic. However, Ukraine has
GDP growth rate higher than most of the developed countries (World
Development Indicators 2012). According to the OECD (2013), there is a
significant disproportion in the income distribution in Czech Republic.
Disproportions in income in Ukraine are even more obvious, when considering
30
the income distribution by the highest and lowest 10 or 20% of the population
(Appendix III: Table 2). However, even though average monthly salaries are low,
the extremes in income distributions provide the affluent target groups, when
offering premium class services.

4.3. Outbound tourism of Czech Republic and Ukraine

According to Czech Statistical Office, the outbound tourism is much smaller then
inbound, indicating that Czechs still cannot afford to invest into tourism and
holidays as much as residents in other developed countries. However, they like to
travel and are willing to spend more than an average monthly salary for holiday
(Figure 6). This is quite promising attitude for tourism service providers, when
taking into consideration further economic growth and rising purchasing power in
the country.

Comparison of average monthly salary and holiday

spendings

2000
Average monthly
1500 salary (USD)

1000 Money spent on

holidays (USD)
500

0
2007 2008 2009 2010 2011 2012

Figure 6: Money spend on holiday and average monthly salary of Czech residents in USD (Czech
statistical office 2013)

Figure 7 illustrates outbound tourism data for private trips are compared. In the
last ten years, the Ukrainian outbound tourism dramatically increased, overcoming
a slump in 2008 and 2009, this rising trend is about to continue. Ukrainian tourists
should be therefore targeted with new offers and options for holidays and
travelling. Czech Republic is experiencing stagnation in outbound trips and since
2008 the number of outbound tourism is slightly decreasing. Thus Ukraine has
more favorable development for tourism providers.

31
 Comparison of outbound trips (expressed in number
of trips)
20 000 000
18 000 000
16 000 000
14 000 000
12 000 000
10 000 000 Ukraine
8 000 000 Czech Republic
6 000 000
4 000 000
2 000 000
0
2006 2007 2008 2009 2010 2011

Figure 7: Private outbound trips in Czech Republic and Ukraine (Czech Statistical Office 2012,
Ukrainian Statistical Office 2011)

4.4. Marketing communications

Increasing trend of the Internet usage as a marketing tool is evident in both

countries. However TV still remains an important one. People watch TV more
than 3 hours a day on average (ATO, 2013, GfK Ukraine, 2012) and listening to
the radio remains quite constant. The fact that printed media are loosing on its
importance is generally known, but the purchase of newspapers is declining more
dramatically than the purchase of magazines (Radio project, 2012, Media project,
2012, GfK Ukraine, 2012). Both countries record almost the same trends and
tendencies when it comes to the usage of different media, especially Internet.
Thus similar online buying behavior for both countries could be assumed. The
key drivers for online shopping are other customers´ reviews and lower prices. To
the main barriers belong physical products experiences and required consultancy
and recommendations from a salesperson (see Appendix IV)

4.5. Usage of Internet in tourism

Buying behavior in tourism was changed significantly with the rising importance
of Internet. It has become a main source of information and its importance as a
purchasing tool is continuously rising in both countries.

32
According to CzechTourism agency (2012) Internet was the primary source of
information for 70% of tourists, who bought a trip in 2011, while a traditional
catalogue was used only by 23%. The most common communication tools in
tourism are promotion in catalogues, online advertising, TV commercials and
sponsoring. However, low price, cheap last minute offers, personal experience
and recommendations remain the most influential marketing tools among Czech
tourists (CzechTourism 2012). 85% of Ukrainians used Internet to make a
research prior making any decision regarding their travelling (GfK Ukraine 2012).
Taking into consideration the constantly growing usage of ICT and on-line
shopping, it can be assumed that Czechs and Ukrainians are gradually moving
toward self-booked holidays.

4.6. Population description

Analysis of the finding shows the target population was reached successfully in
both countries. Total number of respondents was 300, 51,7% (155) were Czechs
and 145 (48,3%) Ukrainians (see Appendix IV: Table 1).

The gender distribution is almost equally represented by 49% (147 people) of

males and 51% (153 people) of females (see Appendix IV: Table 2). The majority
of respondents (51%) is aged between 21 and 30 (supposed to be postgraduate
students and young professionals); 27,3% is aged between 31-40 (young
professionals and white-collars employee), while only 2,3% of respondents are
aged 51+ (Figure 8).

Respondents' Age
NUMBER OF RESPONDENTS

153

82
Respondents'
35 Age
22
7 1

<21 21-30 31-40 41-50 51-60 >60

Figure 8: Respondents´ Age

33
When it comes to a household size, 46,3% have a family of 2-3 people, supposing
couples and young families, while 29,3% are single. 72,3% of population are
working, 72% posses high education and 81,7% live in a big city (see Appendix
IV: Table 3, 4, 5 & 6).

4.7. Marketing communications tools and media

Responses concerned with marketing communications tools and media obtained

from the questions one and two are summarized and the most appealing tools and
media are highlighted. T-test was run to determine if there are significant
differences in preferable marketing communications tools and media between the
researched countries. In general, Czech responses are mostly positively and
Ukrainian more negatively skewed. Table 2 demonstrates the used coding for level
of influence used in question one and two. To simplify the findings, answers with
the mode value of 0 and 1 are identified as positive answers and answers with the
mode value of 3 and 4 are identified as negative answers and in some illustrations
combined together.

Level of influence Coding

Extremely influential 0
Very influential 1
Somewhat influential 2
Not very influential 3
Not at all influential 4

Table 2: Coding for the variables in Question 1 & 2

4.7.1. Preferable marketing communications tools

From the mode values given in Table 3 it can be concluded that most of the
respondents in Czech Republic consider all the marketing communications tools
as appealing and the ones influencing their purchasing decision. Public opinion
with the mode of 0 is found as ´Extremely influential´ tool by 54,2% of
respondents, as ´Very influential´ by 36,1% and as ´Somehow influential´ by
8,4%. This positive tendency can be also observed from the skewness value
accounting for 1,064 (Appendix VI: Table 5). Branding, sales promotion and
advertising follow public opinion by their influence. Combining the values of two
most positive responses, they account for 79,3%, 74,8% and 60% of responses
34
respectively (Appendix VI: Table 11, 9 & 1). Personal selling, sponsorship and
direct marketing are found as the least appealing marketing communications tools.

Table 3: Influence of marketing communication tools in Czech Republic

Unlike Czech Republic, in Ukraine the question about the marketing

communication tools’ influence has got more neutral and even negative
responses. This tendency could be clearly seen from the values of mode, which
indicate mostly 2 and 3 (Table 4). Branding with the mode value of 1 is being
considered as the most appealing marketing communications tool among
Ukrainians accounting for 64,1% of positive responses and only 1,4% consider
branding as ´Not influential at all´ (Appendix VI: Table 12). Branding is followed
by sales promotion, public opinion and personal selling, which got a mode value
of 2 and account for 49,6%, 39,3% and 37,1% of positive responses respectively
(Appendix VI: Table 10, 6 & 4). Sponsorship and events are found as the least
influential communications tools for Ukrainian customers having a mode of 3.

Table 4: Influence of marketing communication tools in Ukraine

35
 4.7.2. Preferable marketing communications media

Table 5 summaries the influence of marketing communications media in Czech

Republic. Answers are mostly positive and respondents agree that most of the
media are somewhat influential. Internet and social media are being the most
influential, which is indicated by mode value of 1. Internet and social media are
considered as the most influential marketing communications media. Nearly 53%
of Czechs feel extremely or very influenced by Internet and only 13% consider
Internet as not influential (Appendix VII: Table 1). Similar tendency is seen in
social media, where 46,5% of respondents consider them ´Extremely´ or ´Very
influential´ and 39% do not think they are influential (Appendix VII: Table 3).
Radio and sponsorship represent the least influential marketing communications
media, both of them are the only variables negatively skewed. Magazines,
newspapers, printed advertising and point of purchase are quite symmetrically
distributed and mostly neutral approach can be observed.

Table 5: The most appealing marketing communication tools media in Czech Republic

Table 6 summarizes the responses of Ukrainian population. All of the variables

are negatively skewed and Ukrainians do not feel influenced by marketing
communications media. Internet, magazines and events are considered as
´Somewhat influential´ with the mode of 2. Internet and events are the most
appealing marketing communications media with the least negative skewness. Rest
of the marketing communications media are considered as ´Not very influential´.
Radio is the only variable with the mode of 4 and being thus considered as ´Not

36
at all influential´. Internet is recognized by 36,6% of Ukrainian respondents as
´Extremely´ or ´Very influential´, but by 28,2% as ´Not very´ or ´Not at all
influential´ (Appendix VII: Table 2). Events are considered as second most
appealing marketing communications media recognized by 30,3% of Ukrainian as
´Extremely´ or ´Very influential´ (Appendix VII: Table 5). Social media are
appealing only to 24,1% of Ukrainian as ´Extremely´ or ´Very influential´ and
49,6% consider them as ´Not very´ or ´Not at all influential´ (Appendix VII:
Table 4). TV, social media, newspapers, printed advertisement, point of purchase
and sponsorship have the mode of 3 and thus being found as ´Not very
influential´ by most of the Ukrainians.

Table 6: The most appealing marketing communication tools media in Ukraine

4.7.3. Comparison of preferable marketing communications tools

and media in Czech Republic and Ukraine by using
independent t-test

As the values of standard error mean for marketing communications tools and
media are not large (Table 7), they should indicate accurate reflection of the
population (Field 2009).

Marketing communications tools

Mean differences of marketing communications tools are of negative values,

which indicates more positive approach of Czech respondents, who consider
marketing communications tools more influential than Ukrainians. The most

37
significant difference can be observed in the evaluation of public opinion, which
Czechs consider as very influential and Ukrainians as somewhat influential. P-
value and Sig. (2-tailed) are in this case 0,00 which indicates significant difference
between the means of public opinion variable. Additional tool with significant
difference in means are sponsorship and events, also having Sig. (2-tailed) of 0,00.
Non significant difference in means can be found in the evaluation of personal
selling, which indicates that Czechs and Ukrainians agree on personal selling to be
influential (see Appendix VIII: Table 1).

Table 7: Comparison of marketing communication tools

Marketing communications media

Differences in means point out to more positive answers of Czech respondents

almost in all marketing communications media, except of events, which percept
similarly in both countries (Table 8). Events have a Sig. (2-tailed) of 0,978 which
indicates not significant difference in means. The most significant differences are
observed in newspapers, printed advertisement and social media. All of these
variables have Sig. (2-tailed) of 0,00 indicating significant differences in means
(see Appendix VIII: Table 2).

38
Table 8: Comparison of marketing communication media

4.8. Cultural issue in marketing perspective

Question six was dealing with the perception of the culture in marketing
perspective. Figure 10 gives a summary of responses from Czech Republic.
45,2% (70) of respondents consider their culture as specific, with the need of
consideration of cultural differences while developing a marketing strategy for this
market. While 38,1% (59) of respondents believe that their culture is specific, but
does not influence customer behavior, so no adaptation is needed from the
marketing side. The extreme answers that stand for total standardization and total
adaptation received almost equal response rate accounting for 9,7% (15) and 7,1%
(11) of respondents. Overall, the distribution of positive and negative answers is
more or less equal, making a ratio of 47,8% versus 52,3% respectively.

39
 Culture in the Marketing Perspective

Internationalized,
70
NUMBER OF RESPONSES

standardization.
59
Specific, doesn´t
influence customer
behavior.
15 Specific, cultural
11
differences need to be
considered.
Country: Czech Republic

Figure 9: Respondents’ attitude to their culture in Czech Republic

The answers obtained in Ukraine are quite different as shown in Figure 11. The
majority of respondents consider their culture as not specific and not influencing
a customer behavior. Thus 15,9% (23) consider that Ukrainian culture is very
internationalized and companies can use a standardization approach and 55,9% of
population (81) consider their culture as specific, but not influencing customer
behavior. Still, 24,8% (36) believe that cultural differences are important enough
to be integrated into the marketing communications strategy. Only 3,4% (5) of
respondents believe that their culture is highly specific and marketing strategy
requires adaptation.

Culture in the Marketing Perspective

Internationalized,
NUMBER OF RESPONSES

81 standardization.

Specific, doesn´t
36 influence customer
23 behavior.
5 Specific, cultural
differences need to be
considered.
Country: Ukraine

Figure 10: Respondents’ attitude to their culture in Ukraine

40
 4.9. Patterns of using Internet for online purchasing

Question four and five were designed to illustrate the attitudes of Czech and
Ukrainian respondents to online purchasing. Table 9 shows the used coding for
level of frequency and level of agreement used in question four and five.

Level of frequency Level of agreement Coding

Never Strongly agree 0
Occasionally Agree 1
Sometimes Neither agree nor disagree 2
Often Disagree 3
All of the time Strongly disagree 4

Table 9: Coding fort he variables in questions 4 & 5

4.9.1. Patterns of Internet usage

Question four provides findings on the on-line purchasing patterns in Ukraine

and Czech Republic. Mode has the value of 3 for both countries (Table 10),
meaning that most of the respondents often make on-line purchasing. Czech
respondents indicate more positive attitude to online purchasing with the mean of
3,15 while Ukrainians have a mean of 3. 39,4% of Czech respondents (61) often
make purchases via Internet, while in Ukraine only 19,3% (23) do it on a regular
basis (Figure 11 & 12). Ukraine leads in the number of respondents purchasing
via Internet sometimes, which is 61,4% (89) of respondents against 48,4% (75) of
Czech respondents. In both countries the percentage of people unlikely making
on-line purchasing is quite similar, though Czechs do not do that mostly because
they are used to the traditional purchasing procedure, while Ukrainians together
with this issue are concerned about the safety guarantee engaged with the on-line
purchasing.

Table 10: Attitude to the purchasing via Internet 41

 Attitude to the Purchasing via Internet
Unlikely, not safe.
NUMBER OF RESPONDENTS

75
61
Unlikely, used to
traditional buying
procedure.
Don´t know how to do
15
that.
2 2

Country: Czech Republic

Figure 11: Respondents’ attitude to online purchasing (Czech Republic)

Attitude to the Purchasing via Internet

Unlikely, not safe.
NUMBER OF RESPONDENTS

89
Unlikely, used to
traditional buying
procedure.
28 Don´t know how to do
that.
6 11 11
Sometimes.

Country: Ukraine

Figure 12: Respondents’ attitude to the on-line purchasing (Ukraine)

4.9.2. Perception about online purchasing

Question five tested online purchasing perception. Respondents were asked to

indicate factors that could possibly change their skeptical attitude toward online
shopping. It should be taken into consideration that this question was optional,
so the response rate is not 100%. T-test and frequency analysis were used to
approach this question. From the results obtained by frequency test (see
Appendix IX: Table 1) it can be concluded that even though the attitude to the
on-line purchasing in both countries have quite similar distribution pattern, the
numerical values of responses differ. In Czech Republic the majority of
42
respondents believe that the most important factor that would change their
skeptical attitude to on-line purchasing is the financial incentives (reduced price in
comparison with in-store shopping). This point of view was shared by 69% (107)
of respondents, where 40 of them ´Strongly agree´ and 29 ´Agree´. In Ukraine the
financial incentive was found also as one of the most important by 55,9% (81) of
respondents (Appendix IX: Table 5). However, the most crucial factor able to
change the Ukrainian perception of on-line purchasing are safety guarantees,
which were indicated by 69% (100) of respondents, where 61 of them ´Strongly
agree´ and 39 ´Agree´. Safety guarantees appear to be important for Czech
respondents to a high extend too, being mentioned by 61,2% (95) of respondents
(Appendix IX: Table 2). User Friendly Website would change the attitude to the
on-line purchasing of 54,8% (85) of Czechs and 43,5% (63) of Ukrainians
(Appendix IX: Table 4). Friends and family recommendations as the factor of
influence has got the biggest scores in both cases as neutral (‘Neither agree nor
disagree’) with 20,6% in Czech Republic and 26,9% in Ukraine (Appendix IX:
Table 3). Wide language options factor was considered as the least important for
both countries’ respondents.

4.9.3. Comparison of Czech and Ukrainian perceptions about online

purchasing

T-test shows that differences in means (Appendix IX: Table 6) when comparing
perceptions of online purchasing are not significant, having more or less similar
values for each variable. Most of the differences in means possess negative values,
pointing out again to a more positive responses from Czechs with values of mean
or mode close to 0. The variable safety guarantees is the only variable having
positive value, which indicates more positive approach of Ukrainian respondents.
As it can be observed from Table 11, the smallest difference in means is in favor
of friends/family recommendations. All of the factors have a Sig. (2-tailed) values
greater than 0,05 indicating that differences in means are not significant and
responses from both countries are very similar.

43
Table 11: Comparison of the perceptions to the on-line purchasing

4.10. Internet as the primary source of information when looking

for a holiday

Figure 13 shows that the majority of Czech respondents 49,7% (77) choose the
Internet as the primary source of information when looking for a holidays, while
in Ukraine the number accounts for 34,5% (50) of respondents. Majority of
Ukrainians 42,8% (62) rely more on a public opinion choosing the most popular
destinations. 16,6% (24) of respondents still use the travel agency services, while
only 6,5% (10) of Czech respondents share the same point of view.

Primary Source of Information Prior to Planning

Holidays
NUMBER OF RESPONDENTS

77
62
48 50

24 Czech Republic

10 12 Ukraine
8 6
3

I always go I choose the I use travel I use I check

to the same most agencies. Internet. special
destination. popular. offers.

Figure 13: Comparison of respondents´ choices about primary sources of information

44
 4.11. Spending on holidays

From the Figure 14 can be seen that in both countries respondents consider the
most reasonable amount to be spent on holidays per person ranges from 500 to
2000 Euro. In Czech Republic 52,3% (81) of respondents are willing to spend
from 500 to 999 Euro and 27,7% (43) of respondents from 1000 to 1999 Euro. In
Ukraine the numbers are almost the same accounting for 40,7% (59) and 41,4%
(60) of respondents. 17,4% of Czechs are willing to spend less then 500 Euro,
while only 2,8% more then 2000 Euro. In Ukraine the tendency is different,
11,8% of respondents are willing to spend more then 2000 Euro and 6,2% less
than 500 Euro.

Reasonable Spending on Holidays

NUMBER OF RESPONDENTS

81
59 60
43 Czech Republic
27
Ukraine
9 13
4 4

<500 EUR 500-999 1000-1999 2000-2999 >2999

EUR EUR EUR

Figure 14: Comparison of respondents’ choices about reasonable holidays spending

4.12. Business-consumer relationships

Question three provides important insights about the customers’ evaluation of the
different factors accompanying their purchase. Findings focus also on business-
consumer relationship which is being considered as one of the factor gaining
importance throughout the contemporary marketing approaches. Likert-type scale
using the level of importance was chosen to measure this question. The coding
uses 0 for the highest level of importance (extremely important) and 4 for the
lowest level of importance (not at all important) (see Appendix Va). Answers
labeled as ’Extremely Important’ or ’Very Important’ are considered as positive

45
answers indicating importance and are therefore in some cases combined together
to simplify findings.

4.12.1. Purchasing patterns of Czech respondents

Quality is valued as ´Extremely important´ by 73,5% (114) of Czech respondents,

and by 97,4% (151) as an important factor when making a purchase (Appendix X:
Table 2). Service is valued as important by 73,5% (114) of respondents (Appendix
X: Table 3) and price by almost 80% (123) (Appendix X: Table 4). Added value is
considered as important factor by 66,5% (103) of Czech respondents (Appendix
X: Table 5), followed by personalization with 56,8% (88) of respondents
indicating importance (Appendix X: Table 6). As it can be seen from Figure 15,
BCR is valued by the majority 35,5% (55) as ´Somewhat important´ and 22,6%
(35) state that this factor is ´Not very important´. 2,6% (4) of respondents even
states that it is ´Not at all important´. However including all the indications of
importance (extremely, very and somewhat important), business-consumer
relationships is ´Somehow important´ for 74,8% (116) of Czech respondents.

4.12.2. Purchasing patterns of Ukrainians respondents

In Ukraine the most of the responses received agreed on the fact that quality and
price of a product/service are the most important factors when making a
purchase. These answers got 98% (142) and 73,1% (106) of positive responses
respectively (Appendix X: Table 2 & 4). They are followed in importance rank by
service that comes with a purchase accounting for 66,2% (96) of responses
(Appendix X: Table 3) and CBR factor, accounting for 55,2% (80) of responses
(Figure 15). Sales promotion together with personalization of product/service
received the least of the positive responses among Ukrainians. However, their
number is still quite high. Sales promotion was chosen as an important factor by
46,2% (67) of respondents and personalization of a product/service by 51,1%
(74) (Appendix X: Table 6 & 7).

46
 Importance of Business-Consumer Relationships

55
48
NUMBER OF RESPONDENTS

44
38
35
32
23 Czech Republic
18
Ukraine

4 3

Extremely Very Somewhat Not Very Not at All

Important Important Important Important Important

Figure 15: Comparison of respondents’ attitude to the BCR

4.12.3. Comparison of attitudes to the BCR by using independent t-

test

Comparing the means in both countries (Table 12), it is obvious that there are
only small differences, indicating similar attitudes to the purchased product
characteristics. Quality and price are valued as the most important indicators by
both groups of respondents. Differences in means have mostly negative values,
indicating a more negative approach of Ukrainians, when evaluating the
importance of the different characteristics of purchased goods or services.
However when it comes to quality and BCR, positive values can be observed,
indicating that Czechs are occupying more negative approach than Ukrainians.
The most significant differences in means can be seen in variables added value,
CBR and service. These variables have a Sig. (2-tailed) of 0,000; 0,005 and 0.02
respectively, and thus indicating significant differences in means. However added
value and BCR differ greatly, while other variables do not represent significant
differences in means (Appendix XI).

47
Table 12: Comparison of importance of different goods’ and services’ characteristics

48
5. Analysis
Based on the literature examined (Czinkota & Ronkainen, 2012; Keller & Fay
2012; Douglas & Craig, 2011; Raju 2009; Halloway & Robinson, 1998; Thrassou
& Vrontis, 2009; Finne & Grönroos, 2009; Kotler et al., 2008; Orth et al., 2007)
four hypotheses were developed. All of them are linked to the research question
and will be confirmed or rejected by primary data analysis. Chi-square is usually
used for testing hypotheses and requires two interval/scale variables. Due to the
nature of the variables examined it was not possible to use this test. While H1 and
H3 require complex descriptive analysis of more than 1 question and many
variables, H2 and H4 consist of one nominal (country) and one interval
(perceptions) variables.

H1:“When targeting specific segments with same characteristics (especially young professionals,
who are wealthier, appreciate brands, luxury and travel) marketing communications adaptation
is not required.”

Respondents in both countries were targeted according to the mentioned

specifications (young professionals and students, wealthier people appreciating
brands, luxury and travelling, with higher education and living in the cities).
Similar responses with non-significant differences in variables’ means were
expected in order to confirm H1.

Questions one, two and six were created to address this issue. Respondents were
asked directly how they perceive their own culture in marketing perspective. As
indicated in the findings (Tables: 8, 9), both countries percept their own culture
differently. While Ukrainians perceive it as specific, but not requiring adaptation
of the marketing communications strategy, Czech respondents think that
marketing communications strategy should be adapted to the local environment
and adjusted according to the cultural specifications. While Czechs feel influenced
by most of the marketing communications tools, Ukrainians are rating the
influence of the tools more negatively. The most significant differences in means
are found in the evaluation of public opinion and sponsorship and events,
however significant differences are found in almost all of the marketing
communication tools (having Sig. (2-tailed) smaller than 0,05)). Personal selling is
the one, which shows non-significant difference in means and thus indicates the
same approach by both countries. Same trend can be observed when it comes to
49
media. Negative values in means’ differences show more positive approach of
Czech respondents. Events are the only marketing communications mean with a
non-significant difference in means, which represents equal evaluation by both
countries. All other media have Sig (2-tailed) smaller than 0,05 and thus
representing significant differences in means. The most significant differences in
means with a Sig (2-tailed) value of 0,000 can be found in the evaluation of
Internet, social media, newspapers, printed advertisement and sponsorship.

More differences than similarities can be observed when in perception and

evaluation of the culture and marketing communications mix by the researched
countries. They agreed on the fact that their cultures are specific, but the opinions
whether the marketing communications strategy should be adjusted differ. Czech
and Ukrainian respondents occupy significantly different attitudes when it comes
to the influence of marketing communication tools and media. Overall, it can bee
assumed that even when targeting specific groups with the same characteristics,
MCM needs to be adjusted according to the cultural differences. Standardized
marketing communications strategy should not be applied in the researched
markets. H1 is therefore rejected.

H2:“Word-of-mouth is one of the most influential marketing communications tool in Eastern

and Central Europe.”

Theory characterizes word-of-mouth as one of the most powerful marketing

communications tools (Raju, 2009, Halloway & Robinson, 1998, Czinkota &
Ronkainen, 2012, Kotler et. al., 2008). Word-of-mouth is covered within question
one as a variable public opinion and also indirectly addressed in the question two
as a part of social media, including blogs and viral/buzz marketing as the
contemporary types of word-of-mouth advertising. Another question partially
addressing word-of-mouth advertisement is question 7. Public opinion and social
media are expected to be ranked as two of the most influential marketing
communication tools and media in order to confirm the H2.

Public opinion having exclusively the mode of 0 meaning that majority of Czech
respondents value word-of-mouth advertising as ´Extremely influential´ and
90,3% consider public opinion as ´Extremely´ or ´Very influential´. However in
Ukraine, branding is the most influential marketing communications tool. Only
39,3% of Ukrainian respondents consider public opinion ´Extremely´ or ´Very
50
influential´. However these low percentages are caused by more negative
approach. However, public opinion is still ranked as the 3rd most influential
marketing communications tool after branding and sales promotion. Social media
are being considered as ´Extremely´ or ´Very influential´ by 46,5% of Czech
respondents being the second most influential marketing communications tool.
Social media appeal as ´Extremely´ or ´Very influential´ only to 24,1% of
Ukrainian respondents and ranked as the 5th after Internet, events, TV and point
of purchase. Recommendations from family/friends were evaluated as a factor
which could possibly change skeptical attitude to online purchasing. 56,1% of
Czech and 42,8% of Ukrainian respondents agree that family/friends
recommendations would change their perception. However price and safety
guarantees would be more persuasive.

Summarizing all three questions, word-of-mouth is one of the most important

factors within the marketing communications mix for Czech respondents
however the same does not apply for Ukrainian market, where respondents prefer
other types of tools and media. Recommendations from family/friends are
considered as influential, but not the most appealing factor when it comes to the
perception of online purchasing. All of the facts confirm that word-of-mouth is
one of the most important marketing communications tools in Czech Republic,
but not in Ukraine. Therefore H2 can be confirmed for Czech Republic but needs
to be rejected for Ukraine.

H3:“There are significant differences when it comes to perception of marketing communications

mix even within one region consisting of similar countries”.

This hypothesis can be addressed by questions one, two and five. First question is
concerned with the influence of different marketing communications tools while
making a purchase decision. As already mentioned, Czech respondents have in
general more positive attitude and consider marketing communications tools as
more influential than Ukrainians do. The biggest differences are observed in the
evaluation of public opinion, sponsorship and events, sales promotion, branding
and direct marketing; the smallest - in personal selling.

Second question reveals the most significant differences in means in the following
medias: newspapers, printed advertisement and social media, which were
evaluated by Czechs as somewhat influential while Ukrainians consider them not
51
influential. The Internet and events were found as the most influential medias of
marketing communications in Ukraine, though their mean values of 1,84 and 1,95
tend more to the answer of ‘Somewhat Influential’. Czech respondents find the
Internet and social medias as the most influential with the mean values of 1,45
and 1,72 respectively, falling in-between ‘Very Influential’ and ‘Somewhat
Influential’.

Finally, the fifth question, examining customers’ perception of on-line purchasing,

provides some indirect evidence of the MCM preferences. In this particular
question, the means’ comparison indicates that there is no significant difference
between Czechs’ and Ukrainians’ attitudes. All the factors have Sig. (2-tailed)
values greater than 0,05, proving that differences in means values are non-
significant.

To sum up, the first and second questions clearly point out that the differences
between perception of MCM in Czech Republic and Ukraine do exist and they are
significant. Even though the fifth question indicates only some minor variances, it
should be taken into consideration that this question concerns only with one
media of communication, but not the whole mix. Overall conclusion is that H3
can be accepted.

H4: “Business-consumer relationships are valued by customers as very important aspects of

marketing communications.”

T-test and means comparison identified differences in attitudes to marketing

communications aspects accompanying a purchasing decision in both countries.
In the particular case an aspect of interest is business-consumer relationships,
which was covered indirectly in the third question. By the means comparison it is
seen that business-consumer relationships are seen by Czechs as the least
important factor influencing a purchasing decision, however mean and mode
values accounting for 1,74 and 2 respectively imply that majority of customers still
believe that this factor is ‘Somewhat Important’ (Appendix X: Table 1). Ukrainian
respondents value BCR more then Czechs, but still it is on the forth place after
quality, price and services accompanying a purchase. Nevertheless, the mean and
mode values account for 1,39 and 1 respectively indicating, that the majority of
respondents believe that BCR is a ‘Very Important’ factor influencing their
purchasing habits.
52
The most influential aspects of purchases agreed on by both countries’ are quality
and price. It could be seen from the means and mode values, that they are almost
the same. Quality has the means of 0,29 in Czech Republic and 0,26 in Ukraine
with the mode value of 0 (‘Extremely Important’) and price has the means of 0,88
and 0,95 with the mode value of 1(‘Very Important’).

Taking into consideration that the question was indirect and the choice of the
factors that got the highest score was quite obvious, still it could be concluded
that BCR are important for both countries. However, the theory suggests
(Thrassou & Vrontis, 2009, Finne & Grönroos, 2009, Kotler et al., 2008,
Halloway & Robinson, 1998, Tsiotsu & Goldsmith, 2012, Williams, 2006) that
customer-business relationships are valued as very important aspects of marketing
communications. Meaning that expected mean value to be received was 1 (’Very
Important’). Based on this proposition, mean and mode values confirm that BCR
is a very important aspect for Ukrainian respondents and somewhat important for
Czech respondents. Therefore H4 can be confirmed for Ukraine and needs to be
rejected to Czech Republic.

53
6. Discussion
A following model “The business-consumer relationship model: The marketing
communications application” served as a framework and provided useful
information for the research in general. Since cross-cultural differences were
neglected by the original model, it is necessary to extend the model by cross-
cultural issues. Cross-cultural differences are the object of this study and based on
theory (Aaker et al. 1997, Usunier & Lee 2009, Tian & Borges 2011) they are
considered as important factors, which should be integrated into the MCM.
Analysis of primary data confirmed this proposition. Cross-cultural issues should
therefore be integrated into the MCM and the extended version of the business-
consumer model is suggested for international marketing communications
strategy. Three basic international marketing strategies are suggested:
standardization, adaptation and semi-global marketing strategy (Czinkota &
Ronkainen 2012, Douglas & Craig 2011).

Survey identified many differences in the markets researched, however some

similarities are observed as well. An integrated unified marketing strategy is not
applicable and a semi-global marketing strategy seems to be more appropriate.
Considering the tourism industry nature and research outcomes, it is suggested
for premium tourism service providers entering CEE markets to adjust their
marketing communications strategy according to the local customers’ preferences
and perceptions of marketing communications tools and media. Premium tourism
service providers should be aware of the fact that cross-cultural differences play
an important role in this region. However, there are some aspects of MCM, where
no significant differences exist: personal selling, events, online shopping habits
and some aspects accompanying a purchasing decision (quality, price,
personalization and sales promotion).

Cross-cultural issues remain one of the central questions of the current paper.
Theory suggests that cultural differences found across borders influence MCM
(Aaker et al. 1997, Usunier & Lee 2009, Tian & Borges 2011). Sometimes
significant cultural differences exist even within the same geographic region (Orth
et al. 2007). The primary research conducted in Ukraine and Czech Republic has
proved that cross-cultural differences exist even in the same geographic region
and influence customers’ perceptions of the MCM (H2). Another evidence

54
supporting this point of view can be found in H4, examining a perception of
business-consumer relationships as an aspect of marketing communications. The
theory suggests that BCR are valued as very important (Thrassou & Vrontis,
2009), and even if it is not so, the tendency should be identical for both countries,
however findings proved the opposite. CBR are very important in Ukraine, while
in Czech Republic they are not valued as important (Figure 15) by the majority of
respondents. This means that even within one geographic region (CEE)
customers’ perception differs.

Theory suggests (Elliot & Boshoff 2009, Ratten & Tsiotsu 2010) that Internet has
become a very important marketing communications tool, and at the same time
secondary data collected indicates a high Internet penetration rate in people’s
everyday life. The Internet penetration rate (Table 1) in Czech Republic accounts
for 73%, which is quite high, while in Ukraine only for 34%. However, the
primary research shows that only 12,3% of Czech respondents and 19,3% of
Ukrainians respondents do not use Internet for online purchasing, which shows
much higher penetration than indicated by secondary data. Based on secondary
data available for Ukraine (Appendix IV), the main drivers for online shopping
were public opinion, lower price and availability of certain products only online.
Factors preventing from online purchasing are the convenience of in-store
shopping and professional advice. Primary research identified that lower price is
the main factor, changing the perception of online purchasing in both countries.
While public opinion evaluation differs. However Ukrainians still feel skeptical
about the Internet and their main concern is safety issue. When it comes to the
Internet as a source of tourism related information, Czech respondents use it to a
higher extent than Ukrainian (Figure 11 & 12). However, the exclusive usage of
Internet as a marketing communications mean in these markets could be tricky.
Although Internet is gaining overall popularity, some consumers still feel skeptical
about online purchasing and therefore the mix of marketing communications
tools and media is recommended.

Some inconsistencies were observed between secondary data collected and

primary data obtained from the survey. One of them is spending on holidays by
Ukrainians. Although official data show significant differences in the average
monthly salary of Czechs (1 293 USD) and Ukrainians (372 USD) (Appendix III),
primary data shows that Ukrainians are willing to spend more than Czechs (Figure

55
14) when it comes to holidays, although both target groups consist of people with
higher income than average. It is hard to answer which of the sources reflects the
real situation. If people indeed spend a lot on holidays, then maybe they do not
register their incomes officially. Or maybe their income level is not high, but
when answering the questionnaire, respondents want to seem to have higher
purchasing power, then they do in fact. Another possible explanation is
differences in culture and life style. People in Ukraine are used to go for holidays
only once per year, so they used to collect money and then like to spend a lot and
enjoy it fully once they are on holidays. However the differences can be also partly
explained by the fact that specific target group was researched, and respondents
with higher income were selected. Further due to the significant disproportion of
income (Appendix III: Table 2), average monthly salary might not be a reliable
income indicator for Ukrainian case.

Additional inconsistencies within the own culture perceptions were revealed by

the primary research. While answering question six, the majority of Ukrainian
consumers agreed that their culture does not influence purchasing behavior and
consumer market does not require any adaptations (Figure 10). However, in H3
proved that adaptation of MCM is required. The possible explanations of this
inconsistency could be that respondents could not categorize properly their own
culture when answering the question. Or due to the close connections to Russia
and other post USSR countries, people in Ukraine do not differentiate themselves
from Russia, generalizing this identification they answered that culture is not
specific and adaptations are not required.

Most of the differences in means are caused by the more negative responses of
Ukrainian respondents, though similarities in the distributions can be observed as
well. Both countries were chosen due to the expected similarities in buying
behavior and perception about marketing communications. Both countries
experienced long time of communism, which is still considered as influential
factor for all post communist countries when it comes to the purchasing habits.
However the geographic location and economic conditions in both countries
differ significantly. Czech Republic with its convenient central geographic
location, close trade relations with Western Europe, being a part of European
Union it can be assumed that Czech individuals have more positive attitude
influenced by Western way of thinking. Ukrainians, on the other hand, due to the

56
isolation, close connection to Russia and limited contact with the developed
countries, posses more negative approach when evaluating different variables.
Other issues, which could possibly explain this negative tendency, are translation
and language used. Translation was done by native speakers and questionnaires
were tested on a small group of people, however in some cases English
expressions needed to be adjusted to the local languages and therefore they could
have lost their exact meaning. Further, for some questions, professional
terminology was used and some respondents could have problems with
understanding and therefore choosing neutral or more negative answers over the
positive ones.

Finally it is necessary to address the current research question “Does cross-cultural

differences within Central and Eastern Europe affect the marketing communications mix in a
specific industry?” The research shows that cross-cultural differences affect the
MCM to a higher extent than was expected. The main object of the research was
the customers’ perception of different aspects of MCM. Findings indicate that
cultural differences are significant even within one geographic region consisting of
similar countries and influence thus the customers’ perception of MCM used.
However, some aspects of MCM are influenced by culture more than others. To
achieve and sustain the competitive advantage, it is crucial for companies running
marketing campaigns across countries to identify these differences within the
MCM, in order to use standardization approach for the aspects of MCM with
non-significant differences and adaptation for the aspects where significant
differences are observed.

57
7. Conclusion
The paper provides some useful insights about importance of cross-cultural issues
while developing a MCM. To illustrate the importance of cross-cultural
differences in the marketing communications, the original theoretical model (A
business-consumer model: The marketing communications application) was
extended by cross-cultural issue. The extended version of the model provides thus
wider use, especially in international marketing.

The main purpose of the study was to identify if cross-cultural differences within
the same geographic region are big enough to affect customers’ perception of
MCM used. Findings obtained by primary and secondary research and consequent
analysis showed that cross-cultural differences even within one region exist and
affect the customers´ perception of MCM. The analysis and acceptance of H3
support this statement. Further in this context H1 was examined to find out if
cross-cultural differences matter even when targeting homogenous segments
across countries. Rejection of H1 pointed out, that targeting specific segments
with unified marketing communication strategy internationally is not appropriate
even if the target groups are homogenous.

This study aimed to focus on contemporary marketing communications. The

customers´ perceptions about the contemporary marketing communications were
addressed by H2 and H4 with the focus on word-of-mouth and BCR. Word-of-
mouth was found as one of the most important factor although only for Czech
Republic, while BCR is valued as very important only in Ukraine. Internet was
found as the most influential marketing communications tool and social media as
very influential.

Taking into consideration all the results obtained by conducting this study, the
research question “Does cross-cultural differences within Central and Eastern Europe affect
the marketing communications mix in a specific industry?” can be affirmed. Overall
evaluation of the research question proved that cross cultural differences matter
and affect the MCM to high extent. Even apparently similar countries may
present significant differences when it comes to the perception about different
aspects of MCM. It was assumed that countries within one region are possessing
similar characteristics, therefore research findings from one country are applicable
for the whole region. Two countries Czech Republic and Ukraine were chosen as
58
representative countries. However analysis showed that there are significant
differences even within one region, therefore findings should not be generalized
and application to Central or Eastern Europe is not appropriate. The same applies
to the hypothesis testing, even though the hypotheses formulated in this paper
were based on the general theory, they were tested only in these two countries and
therefore the results obtained are not applicable to other countries.

One of the main arguments for the need of research in this area was the lucrative
markets in the researched countries. The research focused on premium service
providers within the tourism industry due to the potential in the researched
markets. The research based on variables as spending on holidays, income levels,
distribution of income, preferable types of holidays etc. showed that indeed
specific target groups in researched countries provide sufficient business
opportunities. If considering how cross-cultural issues influence the composition
of MCM for premium tourism service providers in Czech Republic and Ukraine,
it can be concluded that the findings are sufficient to develop a recommendations
and framework for companies willing to enter Czech and Ukrainian markets. Both
countries are distinctive by their seeking for low prices, special offers and
discounts, which should be taking into consideration when delivering marketing
communications message and developing marketing campaign. Word-of-mouth
advertising is very important in both markets. Internet and social media should be
used as the main means of marketing communications, though Events, TV, Sales
Promotion and Magazines could be used as supporting media to create brand
awareness. Considering the tourism industry, competition is still not very intense
in the niche of on-line tourism services in these countries. Local travel agencies
remain important providers of tourism services and thus the main competitors,
though the increasing popularity of e-shopping and self-booking holidays,
especially among young people present a positive trend in the researched area.

It is also important to mention that the results obtained are specific for a
particular case and application to other countries could provide misleading
information. However, due to the general nature of the research question findings
about the adaption of MCM and marketing communications perceptions in these
countries can be applied to other industries than tourism.

Although this paper provides an insight in terms of the incorporation of the

cross-cultural issue into the MCM, further research is required in this area. Due to
59
the need of narrowing the researched topic, it was not possible to address all the
challenges which come along with the cross-cultural differences in the researched
area, considering the chosen industry and region. Additional research should be
done in the area of how exactly the cross-cultural issues should be integrated into
the MCM. The current study is concerned with significant and non-significant
differences in the researched countries, however lacks specific information about
the incorporation into the MCM. Considering the rising popularity of Internet
and social media this study is quite relevant and could use as a starting point for
further research focusing on contemporary marketing communication tools and
media in tourism industry.

60
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65
9. APPENDICES
9.1. Appendix I: Theoretical framework

A business-consumer relationship model: The marketing communications

application (Thrassou and Vrontis 2009)

66
 9.2. Appendix II: Internet usage

Table 1: Internet usage in Czech Republic for seeking travel related

information for 2010 (Czech Statistical Office, 2010)
% of the total number of
% of Internet users in given
Socio-demographic group individuals in given socio-
socio-demographic group
demographic group
Total 24,9 40,3
Age group
16 - 24 37,9 41,0
25 - 34 36,7 44,2
35 - 44 34,2 42,9
45 – 54 22,4 34,1
55 – 64 15,0 36,5
Completed education
Secondary without 13,7 30,5
examination
Secondary with examination 31,6 43,1
Tertiary 44,4 50,4
Economic activity
Employed 32,9 42,3
Students 39,8 40,8
Pensioners 5,8 35,0
Gender
Male 26,3 40,0
Female 23,5 40,5

Table 2: Demographics of the Internet users in Ukraine for 2012 (GfK

Ukraine, 2012)
Number of individuals in a % of Internet users in a given
Demographic group
given demographic group demographic group
Total 14 900 000 100
Age group
16 - 19 1 800 000 11,5
20 - 29 5 100 000 32,7
30 - 39 3 800 000 24,7
40 – 49 2 700 000 17,6
50 – 59 1 500 000 9,5
60+ 600 000 4

67
Table 3: Correlation between income level and the Internet usage in
Ukraine for 2012 (GfK Ukraine 2012)
Use Internet (%) Income in UAH (1 euro = 10,8 UAH) Do not use Internet (%)
3, 9 10 000 + 1,5
4,4 7 000 – 9 999 3,7
23,1 4 000 – 6 999 17,1
42,1 2 000 – 3 999 38,6
12,1 1 500 – 1 999 14,6
12,1 Up to 1 500 21,3
2,5 Did not answer 3,3

Table 4: Demographics of the Internet users in Ukraine for 2012 (GfK

Ukraine 2012)
% of individuals in given socio-
% of the total number of
demographic group who
Socio-demographic group individuals in given socio-
purchased goods or services
demographic group
over Internet
Age group
16 – 24 2,8 8,8
25 – 34 6,7 17,6
35 - 44 4,6 15,2
45 – 54 2,9 15,8
55 – 64 2,3 20,4
Completed education
Secondary without examination 1,1 8,7
Secondary with examination 4,8 16,7
Tertiary 10,1 24,2
Economic activity
Employed 4,9 17,2
Students 3,8 11,1
Pensioners 0,3 10,9
Gender
Male 4,4 17,3
Female 2,3 12,2

Table: 5 Share of buyers who use the Internet search before making a
purchase decision in Ukraine (GfK Ukraine 2012)
Purchase category % of people
Products and cosmetics 64
Finances and properties 69
Entertainment 73
Household equipment and furniture 78
Automobile items 80
Travelling 85
Technologies 89
68
 9.3. Appendix III: Economic growth

Table 1: Average monthly salary in Czech Republic (Czech Statistical

Office 2013) (1USD = 19,05 CZK*) *exchange rate from 15.2.2013 by Czech
National Bank
Years Average monthly salary (USD) Average monthly salary
(CZK)
2007 1 099 20 927
2008 1 189 22 653
2009 1 230 23 423
2010 1 257 23 949
2011 1 277 24 319
2012 (first half) 1 293 24 626

Table 2: Income distribution in Ukraine (World Development Indicators

2013) * Percentage share of income or consumption is the share that accrues to
subgroups of population indicated by deciles or quintiles.
Years 2006 2007 2008 2009
Income share held by highest 10% 24 24 23 22
Income share held by highest 20% 39 39 37 36
Income share held by lowest 10% 4 4 4 4
Income share held by lowest 20% 9 9 9 10

Table 3: Average monthly salary in Ukraine (1USD = 8,13 UAH*) *exchange

rate from 17.2.2013 by Ukrainian National Bank
Years Average monthly salary (USD) Average monthly salary (UAH)
2007 166 1351
2008 222 1806
2009 234 1906
2010 275 2239
2011 324 2633
2012 (first half) 372 3025

69
 9.4. Appendix IV: Marketing communications

Figure 1: Online purchasing habits in Ukraine (TNSinfratest 2011

Figure 2: Online purchasing habits in Ukraine (TNSinfratest 2011)

70
Figure 3: Online sales promotion in Ukraine (TNSinfratest 2011)

9.5. Appendix Va: Coding

Table 1: Likert scales with coding

Codes Scale of Scale of Scale of agreement Scale of
influence importance Frequency
0 Extremely Estremely Strongly agree Never
influential important
1 Very influential Very important Agree Occasionally
2 Somewhat Somewhat Neither agree nor Sometimes
influential important disagree
3 Not very Not very important Disagree Often
influential
4 Not influential at Not at all Strongly disagree All of the time
all important

71
9.6. Appendix Vb: Questionnaire (English language)

72
73
74
9.7. Appendix Vc: Questionnaire (Czech language)

75
76
77
78
9.8. Appendix Vd: Questionnaire (Ukrainian language)

79
80
81
 9.9. Appendix VI: Population description

Table 1: Respondents' country

Frequency Percent Valid Percent Cumulative Percent

Czech Republic 155 51,7 51,7 51,7

Valid Ukraine 145 48,3 48,3 100,0

Total 300 100,0 100,0

Table 2: Respondents' gender

Frequency Percent Valid Percent Cumulative Percent

Male 147 49,0 49,0 49,0

Valid Female 153 51,0 51,0 100,0

Total 300 100,0 100,0

Table 3: Respondents' household size

Frequency Percent Valid Percent Cumulative Percent

Single 88 29,3 29,3 29,3

2-3 139 46,3 46,3 75,7

Valid 4-5 68 22,7 22,7 98,3

>5 5 1,7 1,7 100,0

Total 300 100,0 100,0

Table 4: Respondents' occupation

Frequency Percent Valid Percent Cumulative Percent

Student 62 20,7 20,7 20,7

Working 217 72,3 72,3 93,0

Valid
Not working (enjoying life) 21 7,0 7,0 100,0

Total 300 100,0 100,0

82
Table 5: Respondents' education

Frequency Percent Valid Percent Cumulative Percent

Elementary 28 9,3 9,3 9,3

Middle Stage 56 18,7 18,7 28,0

Valid
Higher 216 72,0 72,0 100,0

Total 300 100,0 100,0

Table 6: Respondents' environment

Frequency Percent Valid Percent Cumulative Percent

Big City 245 81,7 81,7 81,7

Small City 32 10,7 10,7 92,3

Valid
Village 23 7,7 7,7 100,0

Total 300 100,0 100,0

9.10. Appendix VI: Marketing communications tools

Table 1: Influence of advertising

Frequency Percent Valid Percent Cumulative Percent

Extremely Influential 29 18,7 18,7 18,7
Very Influential 67 43,2 43,2 61,9
Somewhat Influential 42 27,1 27,1 89,0
Valid
Not Very Influential 13 8,4 8,4 97,4
Not at all Influential 4 2,6 2,6 100,0

Total 155 100,0 100,0

a. Respondents' Country = Czech Republic

83
Table 2: Influence of advertising

Frequency Percent Valid Percent Cumulative Percent

Extremely Influential 17 11,7 11,7 11,7

Very Influential 25 17,2 17,2 29,0

Somewhat Influential 57 39,3 39,3 68,3
Valid
Not Very Influential 39 26,9 26,9 95,2
Not at all Influential 7 4,8 4,8 100,0

Total 145 100,0 100,0

a. Respondents' Country = Ukraine

Table 3: Influence of personal selling

Frequency Percent Valid Percent Cumulative Percent
Extremely Influential 23 14,8 14,8 14,8

Very Influential 46 29,7 29,7 44,5

Somewhat Influential 56 36,1 36,1 80,6
Valid
Not Very Influential 22 14,2 14,2 94,8
Not at All Influential 8 5,2 5,2 100,0

Total 155 100,0 100,0

a. Respondents' Country = Czech Republic

Table 4: Influence of personal selling

Frequency Percent Valid Percent Cumulative Percent

Extremely Influential 14 9,7 9,7 9,7
Very Influential 40 27,6 27,6 37,2

Somewhat Influential 56 38,6 38,6 75,9

Valid
Not Very Influential 31 21,4 21,4 97,2
Not at All Influential 4 2,8 2,8 100,0

Total 145 100,0 100,0

a. Respondents' Country = Ukraine

84
Table 5: Influence of public opinion

Frequency Percent Valid Percent Cumulative Percent

Extremely Influential 84 54,2 54,2 54,2

Very Influential 56 36,1 36,1 90,3

Valid Somewhat Influential 13 8,4 8,4 98,7

Not Very Influential 2 1,3 1,3 100,0

Total 155 100,0 100,0
a. Respondents' Country = Czech Republic

Table 6: Influence of public opinion

Frequency Percent Valid Percent Cumulative

Percent
Extremely Influential 18 12,4 12,4 12,4

Very Influential 39 26,9 26,9 39,3

Somewhat Influential 55 37,9 37,9 77,2
Valid
Not Very Influential 27 18,6 18,6 95,9

Not at All Influential 6 4,1 4,1 100,0

Total 145 100,0 100,0

a. Respondents' Country = Ukraine

Table 7: Influence of sponsorship and events

Frequency Percent Valid Percent Cumulative Percent
Extremely Influential 9 5,8 5,8 5,8

Very Influential 37 23,9 23,9 29,7

Somewhat Influential 66 42,6 42,6 72,3
Valid
Not Very Influential 36 23,2 23,2 95,5

Not at All Influential 7 4,5 4,5 100,0

Total 155 100,0 100,0
a. Respondents' Country = Czech Republic

85
Table 8: Influence of sponsorship and events

Frequency Percent Valid Percent Cumulative Percent

Extremely Influential 2 1,4 1,4 1,4

Very Influential 14 9,7 9,7 11,0

Somewhat Influential 27 18,6 18,6 29,7
Valid
Not Very Influential 70 48,3 48,3 77,9
Not at All Influential 32 22,1 22,1 100,0
Total 145 100,0 100,0
a. Respondents' Country = Ukraine

Table 9: Influence of sales promotion

Frequency Percent Valid Percent Cumulative Percent

Extremely Influential 53 34,2 34,2 34,2

Very Influential 63 40,6 40,6 74,8

Somewhat Influential 30 19,4 19,4 94,2
Valid
Not Very Influential 5 3,2 3,2 97,4
Not at All Influential 4 2,6 2,6 100,0

Total 155 100,0 100,0

a. Respondents' Country = Czech Republic

Table 10: Influence of sales promotion

Frequency Percent Valid Percent Cumulative Percent

Extremely Influential 26 17,9 17,9 17,9

Very Influential 46 31,7 31,7 49,7

Somewhat Influential 52 35,9 35,9 85,5
Valid
Not Very Influential 17 11,7 11,7 97,2
Not at All Influential 4 2,8 2,8 100,0

Total 145 100,0 100,0

a. Respondents' Country = Ukraine

86
Table 11: Influence of branding

Frequency Percent Valid Percent Cumulative Percent

Extremely Influential 52 33,5 33,5 33,5

Very Influential 71 45,8 45,8 79,4

Somewhat Influential 26 16,8 16,8 96,1
Valid
Not Very Influential 4 2,6 2,6 98,7
Not at All Influential 2 1,3 1,3 100,0
Total 155 100,0 100,0
a. Respondents' Country = Czech Republic

Table 12: Influence of branding

Frequency Percent Valid Percent Cumulative Percent
Extremely Influential 26 17,9 17,9 17,9
Very Influential 67 46,2 46,2 64,1

Somewhat Influential 39 26,9 26,9 91,0

Valid
Not Very Influential 11 7,6 7,6 98,6
Not at All Influential 2 1,4 1,4 100,0

Total 145 100,0 100,0

a. Respondents' Country = Ukraine

9.11. Appendix VII: Marketing communications media

Table 1: Influence of Internet

Frequency Percent Valid Percent Cumulative Percent

Extremely Influential 19 12,3 12,3 12,3
Very Influential 63 40,6 40,6 52,9
Somewhat Influential 60 38,7 38,7 91,6
Valid
Not Very Influential 11 7,1 7,1 98,7

Not at All Influential 2 1,3 1,3 100,0

Total 155 100,0 100,0
a. Respondents' Country = Czech Republic

87
Table 2: Influence of Internet

Frequency Percent Valid Percent Cumulative Percent

Extremely Influential 18 12,4 12,4 12,4

Very Influential 35 24,1 24,1 36,6

Somewhat Influential 51 35,2 35,2 71,7

Valid
Not Very Influential 34 23,4 23,4 95,2
Not at All Influential 7 4,8 4,8 100,0
Total 145 100,0 100,0
a. Respondents' Country = Ukraine

Table 3: Influence of social media

Frequency Percent Valid Percent Cumulative Percent

Extremely Influential 25 16,1 16,1 16,1

Very Influential 47 30,3 30,3 46,5

Somewhat Influential 44 28,4 28,4 74,8
Valid
Not Very Influential 25 16,1 16,1 91,0

Not at All Influential 14 9,0 9,0 100,0

Total 155 100,0 100,0

a. Respondents' Country = Czech Republic

Table 4: Influence of social media

Frequency Percent Valid Percent Cumulative Percent

Extremely Influential 11 7,6 7,6 7,6

Very Influential 24 16,6 16,6 24,1

Somewhat Influential 38 26,2 26,2 50,3
Valid
Not Very Influential 47 32,4 32,4 82,8

Not at All Influential 25 17,2 17,2 100,0

Total 145 100,0 100,0
a. Respondents' Country = Ukraine

88
Table 5: Influence of events

Frequency Percent Valid Percent Cumulative Percent

Extremely Influential 12 8,3 8,3 8,3

Very Influential 32 22,1 22,1 30,3

Somewhat Influential 60 41,4 41,4 71,7

Valid
Not Very Influential 33 22,8 22,8 94,5
Not at All Influential 8 5,5 5,5 100,0
Total 145 100,0 100,0
a. Respondents' Country = Ukraine

9.12. Appendix VIII: Comparison of marketing communications

Table 1: Comparison of preferable MC tools by independent t-test

Levene's t-test for Equality of Means

Test for
Equality of
Variances
F Sig. t Df Sig. Mean Std. Error 95% Confidence
(2- Differen Differenc Interval of the
tailed) ce e Difference
Lower Upper
Equal
variances ,012 ,911 -5,413 298 ,000 -,630 ,116 -,858 -,401
assumed
Influence of
Equal
Advertising
variances
-5,397 290,738 ,000 -,630 ,117 -,859 -,400
not
assumed
Equal
variances 1,711 ,192 -1,258 298 ,209 -,148 ,118 -,380 ,084
Influence of assumed
Personal Equal
Selling variances
-1,262 297,924 ,208 -,148 ,118 -,380 ,083
not
assumed
Equal
-
variances 16,398 ,000 298 ,000 -1,184 ,101 -1,383 -,985
11,688
Influence of assumed
Public Equal
Opinion variances -
251,870 ,000 -1,184 ,103 -1,386 -,982
not 11,546
assumed
89
 Equal
variances ,203 ,653 -7,653 298 ,000 -,832 ,109 -1,046 -,618
Influence of assumed
Sponsorship Equal
and Events variances
-7,654 296,785 ,000 -,832 ,109 -1,046 -,618
not
assumed
Equal
variances 6,108 ,014 -4,450 298 ,000 -,503 ,113 -,725 -,281
Influence of assumed
Sales Equal
Promotion variances
-4,441 293,363 ,000 -,503 ,113 -,726 -,280
not
assumed
Equal
variances 2,550 ,111 -3,576 298 ,000 -,360 ,101 -,558 -,162
assumed
Influence of
Equal
Branding
variances
-3,570 293,806 ,000 -,360 ,101 -,559 -,162
not
assumed
Equal
variances ,386 ,535 -5,462 298 ,000 -,645 ,118 -,878 -,413
Influence of assumed
Direct Equal
Marketing variances
-5,466 297,382 ,000 -,645 ,118 -,877 -,413
not
assumed

Table 2: Comparison of preferable MC media by independent t-test

Levene's t-test for Equality of Means

Test for
Equality of
Variances
F Sig. t Df Sig. Mean Std. Error 95% Confidence
(2- Differe Differenc Interval of the
tailed) nce e Difference
Lower
Upper
Equal
-
variances 3,136 ,078 298 ,047 -,261 ,131 -,518 -,004
1,995
assumed
Influence of
Equal
TV
variances -
288,808 ,048 -,261 ,131 -,519 -,003
not 1,988
assumed

90
 Equal
-
variances 5,492 ,020 298 ,000 -,396 ,111 -,615 -,178
3,566
assumed
Influence of
Equal
Internet
variances -
273,872 ,000 -,396 ,112 -,617 -,176
not 3,538
assumed
Equal
-
variances ,000 ,992 298 ,000 -,636 ,136 -,903 -,368
4,676
assumed
Influence of
Equal
Social Media
variances -
297,076 ,000 -,636 ,136 -,903 -,368
not 4,677
assumed
Equal
-
variances 12,749 ,000 298 ,045 -,240 ,119 -,474 -,006
2,016
assumed
Influence of
Equal
Radio
variances -
268,368 ,047 -,240 ,120 -,476 -,003
not 1,998
assumed
Equal
-
variances 16,134 ,000 298 ,003 -,337 ,111 -,555 -,119
3,044
assumed
Influence of
Equal
Magazines
variances -
278,554 ,003 -,337 ,111 -,556 -,118
not 3,024
assumed
Equal
-
variances 1,216 ,271 298 ,000 -,815 ,105 -1,022 -,609
7,781
assumed
Influence of
Equal
Newspaper
variances -
290,172 ,000 -,815 ,105 -1,022 -,608
not 7,756
assumed
Equal
-
variances 1,956 ,163 298 ,000 -,638 ,106 -,847 -,430
6,020
Influence of assumed
Printed Equal
Advertisments variances -
293,425 ,000 -,638 ,106 -,848 -,429
not 6,008
assumed
Equal
-
variances 2,590 ,109 298 ,016 -,271 ,112 -,492 -,050
2,415
Influence of assumed
Point of Equal
Purchase variances -
295,833 ,016 -,271 ,112 -,492 -,050
not 2,414
assumed
Equal
Influence of
variances ,033 ,855 ,028 298 ,978 ,003 ,112 -,218 ,224
Events
assumed

91
 Equal
variances
,028 293,150 ,978 ,003 ,112 -,218 ,225
not
assumed
Equal
-
variances ,059 ,808 298 ,000 -,529 ,111 -,748 -,311
4,765
assumed
Influence of
Equal
Sponsorship
variances -
288,869 ,000 -,529 ,112 -,749 -,310
not 4,747
assumed

9.13. Appendix IX: Perception about online purchasing

Table 1: Perception about online purchasing

Respondents' Country Would Be Would Be Would Be Would Be Would Be

Changed by Changed by Changed by Changed Changed by
Safety Friends/Family User Friendly by Wide Reduced Price
Guarantees Recommendati Website Language in Comparison
ons Options with In-store
Valid 155 155 155 155 155
N Missi
0 0 0 0 0
ng
Mean 1,72 1,97 2,01 2,33 1,50
Median 1,00 1,00 1,00 2,00 1,00
Mode 1 1 1 1 0
Czech
Std. Deviation 1,746 1,763 1,649 1,668 1,825
Republic
Variance 3,049 3,109 2,721 2,781 3,330
Skewness ,933 ,726 ,860 ,359 1,100
Std. Error of
,195 ,195 ,195 ,195 ,195
Skewness
Range 5 5 5 5 5
Sum 266 305 311 361 232
Valid 145 145 145 145 145
N Missi
0 0 0 0 0
ng
Mean 1,46 2,14 2,21 2,55 1,76
Median 1,00 2,00 2,00 2,00 1,00
Ukraine Mode 0 1 1 2 0
Std. Deviation 1,830 1,644 1,700 1,611 1,819
Variance 3,348 2,703 2,891 2,596 3,309
Skewness 1,134 ,631 ,459 ,173 ,772
Std. Error of
,201 ,201 ,201 ,201 ,201
Skewness

92
 Range 5 5 5 5 5
Sum 212 310 321 370 255

Table 2: Perception about purchasing online would be changed by safety

guarantees

Respondents' Country Frequency Percent Valid Percent Cumulative

Percent
Strongly Agree 43 27,7 27,7 27,7
Agree 52 33,5 33,5 61,3

Neither Agree nor

21 13,5 13,5 74,8
Disagree
Czech Republic Valid
Disagree 11 7,1 7,1 81,9

Strongly Disagree 1 ,6 ,6 82,6

No Answer 27 17,4 17,4 100,0
Total 155 100,0 100,0
Strongly Agree 61 42,1 42,1 42,1

Agree 39 26,9 26,9 69,0

Neither Agree nor
15 10,3 10,3 79,3
Disagree
Ukraine Valid
Disagree 3 2,1 2,1 81,4
Strongly Disagree 1 ,7 ,7 82,1

No Answer 26 17,9 17,9 100,0

Total 145 100,0 100,0

Table 3: Perception about purchasing online would be changed by

friends/family recommendations

Respondents' Country Frequency Percent Valid Percent Cumulative

Percent
Strongly Agree 33 21,3 21,3 21,3
Agree 47 30,3 30,3 51,6
Neither Agree nor
Czech Republic Valid 32 20,6 20,6 72,3
Disagree
Disagree 9 5,8 5,8 78,1
Strongly Disagree 3 1,9 1,9 80,0
93
 No Answer 31 20,0 20,0 100,0

Total 155 100,0 100,0

Strongly Agree 20 13,8 13,8 13,8

Agree 42 29,0 29,0 42,8

Neither Agree nor

39 26,9 26,9 69,7
Disagree
Ukraine Valid
Disagree 12 8,3 8,3 77,9
Strongly Disagree 6 4,1 4,1 82,1
No Answer 26 17,9 17,9 100,0

Total 145 100,0 100,0

Table 4: Perception about purchasing online would be changed by user

friendly website

Respondents' Country Frequency Percent Valid Percent Cumulative

Percent
Strongly Agree 18 11,6 11,6 11,6
Agree 67 43,2 43,2 54,8

Neither Agree nor

25 16,1 16,1 71,0
Disagree
Czech Republic Valid
Disagree 15 9,7 9,7 80,6
Strongly Disagree 1 ,6 ,6 81,3
No Answer 29 18,7 18,7 100,0

Total 155 100,0 100,0

Strongly Agree 22 15,2 15,2 15,2
Agree 41 28,3 28,3 43,4
Neither Agree nor
29 20,0 20,0 63,4
Disagree
Ukraine Valid
Disagree 16 11,0 11,0 74,5

Strongly Disagree 11 7,6 7,6 82,1

No Answer 26 17,9 17,9 100,0

Total 145 100,0 100,0

94
Table 5: Perception about purchasing online would be changed by reduced
price in comparison with in-store

Respondents' Country Frequency Percent Valid Percent Cumulative

Percent

Strongly Agree 62 40,0 40,0 40,0

Agree 45 29,0 29,0 69,0
Neither Agree nor
13 8,4 8,4 77,4
Czech Republic Valid Disagree
Disagree 7 4,5 4,5 81,9
No Answer 28 18,1 18,1 100,0

Total 155 100,0 100,0

Strongly Agree 49 33,8 33,8 33,8
Agree 32 22,1 22,1 55,9

Neither Agree nor

24 16,6 16,6 72,4
Disagree
Ukraine Valid
Disagree 11 7,6 7,6 80,0

Strongly Disagree 3 2,1 2,1 82,1

No Answer 26 17,9 17,9 100,0
Total 145 100,0 100,0

Table 6: Comparison of Czech and Ukrainian perceptions about online

purchasing by independent t-test

Levene's t-test for Equality of Means

Test for
Equality
of
Variances
F Sig. t df Sig. Mean Std. Error 95%
(2- Difference Difference Confidence
tailed) Interval of the
Difference
Lower Upper
Perception Equal
about variances ,150 ,699 1,231 298 ,219 ,254 ,206 -,152 ,660
Purchasing assumed
Online Would
Equal
Be Changed by
variances not 1,229 294,208 ,220 ,254 ,207 -,153 ,661
Safety
assumed
Guarantees

95
Perception Equal
about variances ,769 ,381 -,863 298 ,389 -,170 ,197 -,558 ,218
Purchasing assumed
Online Would
Be Changed by Equal
Friends/Family variances not -,865 297,997 ,388 -,170 ,197 -,557 ,217
Recommendati assumed
ons
Perception Equal
-
about variances ,973 ,325 298 ,285 -,207 ,193 -,588 ,173
1,072
Purchasing assumed
Online Would
Equal
Be Changed by -
variances not 295,205 ,285 -,207 ,194 -,588 ,174
User Friendly 1,071
assumed
Website
Perception Equal
-
about variances ,075 ,784 298 ,241 -,223 ,190 -,596 ,150
1,175
Purchasing assumed
Online Would
Be Changed by Equal
-
Wide variances not 297,683 ,240 -,223 ,189 -,595 ,150
1,176
Language assumed
Options
Perception Equal
-
about variances ,101 ,750 298 ,215 -,262 ,211 -,676 ,152
1,244
Purchasing assumed
Online Would
Be Changed by Equal
-
Reduced Price variances not 296,788 ,214 -,262 ,210 -,676 ,152
1,244
in Comparison assumed
with In-store

9.14. Appendix X: Purchasing patterns

Table 1: Purchasing patterns of Czech and Ukrainians respondents

Respondents' Importance Importa Importance Importance Importance Importa Importance

Country of Quality nce of of Price of of Added of nce of of Sales
of Service Product/Se Value of Personaliz Custom Promotion
Product/Se rvice Product/Se ation of er of
rvice rvice Product/Se Busines Product/Se
rvice s rvice
Relation
ship

Czec N Valid 155 155 155 155 155 155 155

96
h Missi
0 0 0 0 0 0 0
Repu ng
blic Mean ,29 1,06 ,88 1,18 1,34 1,74 1,52

Median ,00 1,00 1,00 1,00 1,00 2,00 1,00

Mode 0 1 1 1 1 2 1
Std.
Deviati ,509 ,832 ,759 ,879 ,914 1,051 1,015
on
Varianc
,259 ,691 ,576 ,772 ,835 1,105 1,030
e

Skewn
1,516 ,577 ,390 ,336 ,265 -,097 ,353
ess
Std.
Error of
,195 ,195 ,195 ,195 ,195 ,195 ,195
Skewn
ess
Range 2 4 3 3 4 4 4
Sum 45 164 136 183 207 269 236
Valid 145 145 145 145 145 145 145
N Missi
0 0 0 0 0 0 0
ng

Mean ,26 1,28 ,95 1,75 1,49 1,39 1,61

Median ,00 1,00 1,00 2,00 1,00 1,00 2,00
a
Mode 0 1 1 2 1 1 2
Std.
Deviati ,486 ,831 ,853 ,947 ,965 1,029 1,008
Ukrai on
ne Varianc
,236 ,690 ,727 ,896 ,932 1,060 1,016
e
Skewn
1,631 ,533 ,434 ,069 ,241 ,311 ,219
ess
Std.
Error of
,201 ,201 ,201 ,201 ,201 ,201 ,201
Skewn
ess
Range 2 4 3 4 4 4 4

97
 Sum 38 186 138 254 216 202 234
a. Multiple modes exist. The smallest value is shown

Table 2: Importance of quality

Respondents' Country Frequency Percent Valid Percent Cumulative

Percent
Extremely Important 114 73,5 73,5 73,5

Very Important 37 23,9 23,9 97,4

Czech Republic Valid
Somewhat Important 4 2,6 2,6 100,0
Total 155 100,0 100,0
Extremely Important 110 75,9 75,9 75,9
Very Important 32 22,1 22,1 97,9
Ukraine Valid
Somewhat Important 3 2,1 2,1 100,0
Total 145 100,0 100,0

Table 3: Importance of service

Respondents' Country Frequency Percent Valid Percent Cumulative

Percent
Extremely Important 40 25,8 25,8 25,8

Very Important 74 47,7 47,7 73,5

Somewhat Important 34 21,9 21,9 95,5
Czech Republic Valid
Not Very Important 6 3,9 3,9 99,4

Not at All Important 1 ,6 ,6 100,0

Total 155 100,0 100,0
Extremely Important 21 14,5 14,5 14,5
Very Important 75 51,7 51,7 66,2

Somewhat Important 37 25,5 25,5 91,7

Ukraine Valid
Not Very Important 11 7,6 7,6 99,3
Not at All Important 1 ,7 ,7 100,0
Total 145 100,0 100,0

98
Table 4: Importance of price

Respondents' Country Frequency Percent Valid Percent Cumulative

Percent
Extremely Important 53 34,2 34,2 34,2
Very Important 70 45,2 45,2 79,4

Czech Republic Valid Somewhat Important 30 19,4 19,4 98,7

Not Very Important 2 1,3 1,3 100,0

Total 155 100,0 100,0
Extremely Important 51 35,2 35,2 35,2
Very Important 55 37,9 37,9 73,1
Ukraine Valid Somewhat Important 34 23,4 23,4 96,6

Not Very Important 5 3,4 3,4 100,0

Total 145 100,0 100,0

Table 5: Importance of added value

Respondents' Country Frequency Percent Valid Percent Cumulative

Percent

Extremely Important 36 23,2 23,2 23,2

Very Important 67 43,2 43,2 66,5

Czech Republic Valid Somewhat Important 40 25,8 25,8 92,3

Not Very Important 12 7,7 7,7 100,0

Total 155 100,0 100,0

Extremely Important 13 9,0 9,0 9,0

Very Important 44 30,3 30,3 39,3

Somewhat Important 58 40,0 40,0 79,3
Ukraine Valid
Not Very Important 26 17,9 17,9 97,2
Not at All Important 4 2,8 2,8 100,0

Total 145 100,0 100,0

99
Table 6: Importance of personalization

Respondents' Country Frequency Percent Valid Percent Cumulative

Percent
Extremely Important 30 19,4 19,4 19,4
Very Important 58 37,4 37,4 56,8

Somewhat Important 54 34,8 34,8 91,6

Czech Republic Valid
Not Very Important 11 7,1 7,1 98,7
Not at All Important 2 1,3 1,3 100,0
Total 155 100,0 100,0
Extremely Important 23 15,9 15,9 15,9
Very Important 51 35,2 35,2 51,0

Somewhat Important 51 35,2 35,2 86,2

Ukraine Valid
Not Very Important 17 11,7 11,7 97,9

Not at All Important 3 2,1 2,1 100,0

Total 145 100,0 100,0

Table 7: Importance of sales promotion

Respondents' Country Frequency Percent Valid Percent Cumulative

Percent

Extremely Important 24 15,5 15,5 15,5

Very Important 57 36,8 36,8 52,3

Somewhat Important 48 31,0 31,0 83,2

Czech Republic Valid
Not Very Important 21 13,5 13,5 96,8
Not at All Important 5 3,2 3,2 100,0
Total 155 100,0 100,0
Extremely Important 20 13,8 13,8 13,8

Very Important 47 32,4 32,4 46,2

Somewhat Important 52 35,9 35,9 82,1
Ukraine Valid
Not Very Important 21 14,5 14,5 96,6
Not at All Important 5 3,4 3,4 100,0

Total 145 100,0 100,0

100
 9.15. Appendix XI: Comparison of purchasing patterns

Table 1: Comparison of attitudes to the BCR by using independent t-test

Levene's t-test for Equality of Means

Test for
Equality of
Variances
F Sig. t df Sig. Mean Std. Error 95% Confidence
(2- Differ Difference Interval of the
tailed) ence Difference
Lower Upper
Equal
Importance
variances ,849 ,358 ,491 298 ,624 ,028 ,058 -,085 ,142
of Quality
assumed
of
Equal
Product/Se
variances not ,492 297,873 ,623 ,028 ,057 -,085 ,141
rvice
assumed
Equal
-
variances 1,017 ,314 298 ,020 -,225 ,096 -,414 -,036
2,340
Importance assumed
of Service Equal
-
variances not 296,702 ,020 -,225 ,096 -,414 -,036
2,340
assumed
Equal
Importance variances 1,484 ,224 -,798 298 ,425 -,074 ,093 -,257 ,109
of Price of assumed
Product/Se Equal
rvice variances not -,795 288,408 ,427 -,074 ,093 -,258 ,110
assumed
Equal
Importance -
variances 1,134 ,288 298 ,000 -,571 ,105 -,778 -,364
of Added 5,418
assumed
Value of
Equal
Product/Se -
variances not 292,194 ,000 -,571 ,106 -,779 -,363
rvice 5,405
assumed
Importance Equal
-
of variances ,719 ,397 298 ,156 -,154 ,108 -,368 ,059
1,421
Personaliz assumed
ation of Equal
-
Product/Se variances not 293,635 ,157 -,154 ,109 -,368 ,060
1,418
rvice assumed
Importance Equal
of variances ,000 ,994 2,848 298 ,005 ,342 ,120 ,106 ,579
Customer assumed
Business Equal
Relationshi variances not 2,850 297,370 ,005 ,342 ,120 ,106 ,579
p assumed

101
Importance Equal
of Sales variances ,041 ,839 -,780 298 ,436 -,091 ,117 -,321 ,139
Promotion assumed
of Equal
Product/Se variances not -,780 296,925 ,436 -,091 ,117 -,321 ,139
rvice assumed

102