Jana Stávková

The impact of economic development in the Czech Republic on the income inequality between groups of households

Abstract From the results of existing conducted and published analyses of the income situation of households, some unanswered questions have emerged about whether the economic development has influenced all income groups of households by the same measure. The period observation spans 2005–2012, representing a period of economic growth, crisis and stagnation and is expressed as GDP per capita. To depict the situation of households as the main variable, the total gross income as reported in the primary survey Statistics on Income and Living Conditions of the European Union (EU SILC) has been used. The paper uses these empirical data and through mathematical functions describes the evolution of the household income situation. Similarly, an empirical investigation of total household expenditure for each commodity according to COICOP describes how the level of household spending has trended. The parameters of the selected functions allow us to analyse the nature of changes in both variables during the observed period of time. The paper aims to answer whether the function that best describes the trending of incomes and expenditures of households and the growing annual increases in the gap in both observed variables (resembling an open pair of scissors), can be used to describe the movement of both variables for different groups of households by quintile classification with an emphasis on households at risk of poverty. Different economic trends manifest themselves in different ways for selected groups of households and negatively affect income inequality.

Evaluating Living Standard Indicators

Abstract This paper deals with the evaluation of selected available indicators of living standards, divided into three groups, namely economic, environmental, and social. We have selected six countries of the European Union for analysis: Bulgaria, the Czech Republic, Hungary, Luxembourg, France, and Great Britain. The aim of this paper is to evaluate indicators measuring living standards and suggest the most important factors which should be included in the final measurement. We have tried to determine what factors influence each indicator and what factors affect living standards. We have chosen regression analysis as our main method. From the study of factors, we can deduce their impact on living standards, and thus the value of indicators of living standards. Indicators with a high degree of reliability include the following factors: size and density of population, health care and spending on education. Emissions of carbon dioxide in the atmosphere also have a certain lower degree of reliability.

Income (In)Justice in the Czech Republic

Abstract The present paper deals with the income situation of households in the Czech Republic between 2005 and 2011. The subject of observation is disposable income per equalized member. We attempt to assess income inequality based on a Gini coefficient and Lorenz curve. Another point of observation is the development of the poverty level. The poverty gap is assessed using a Sen index. Special attention is paid to groups of households according to economic activity (employed, self-employed, pensioner, unemployed, other). Using Scheffe’s method of contrast, specific pairs of demonstrable differences between levels of economic activity are detected. The poverty of individual groups is assessed based on poverty level and risk-of-poverty index. The performed analyses showed that the total incomes of households within the given period were increasing, even though the year-on-year increments were gradually decreasing. The most significant increase was observed in the incomes of unemployed people, the least significant increase in the incomes of self-employed people. Social policy in the Czech Republic does mitigate poverty; however, it does not prevent the unfair development of incomes for various groups of households.

Consumer behaviour at alcoholic beverages markets of Czech Republic and Slovakia: targeting consumer segments

Constantly increasing consumption of alcohol and the associated negative consequences affecting human health and not only, present a major problem for Czech Republic, Slovakia and the world overall. Increased alcohol consumption is directly related to easier accessibility of alcoholic beverages, this especially concerns younger generation of consumers. It is generally known that one of the most frequent causes of premature death within the European Union is excessive consumption of alcoholic beverages. In terms of the consumed alcohol volumes, Czech Republic and Slovakia are among the countries with the highest levels of consumption in Europe. For this reason, the main purpose of this paper was to examine the consumption of alcohol and consumer behavior at the alcoholic beverages market using a marketing survey, and also to identify the main reasons leading to the consumption of alcoholic beverages, as well as the factors influencing the most on the consumer decision-making leading to purchases and consumption of alcohol in Czech Republic and Slovakia. Primary data was acquired through the questionnaire survey with 686 respondents in Slovakia and 757 respondents in Czech Republic. Based on the results of the questionnaire survey, it is possible to state that in both countries the most preferred alcoholic beverage is wine and the main motives behind the consumption of the consume preferred alcoholic drink are consumption during social events and entertainment as well as the fact that consumers just like its taste. The main reasons for consuming alcoholic beverages in both countries is the taste, while quality is considered to be the most important factor when deciding to buy a particular drink. Using the cluster analysis method, 5 segments were established and described for Czech Republic and Slovakia. Individual segments differ in their respective characteristics of consumer behavior in both countries.

Assessment of the use level of direct mail in the V4 countries

NAGYOVÁ, Ľ., ROVNÝ, P., STÁVKOVÁ J., MAJCHROVIČOVÁ, Ľ.: Assessment of the use level of direct mail in the V4 countries. Acta univ. agric. et silvic. Mendel. Brun., 2009, LVII, No. 6, pp. 169–178 The aim is to assess the possibilities of future developments of Direct Marketing in the Visegrad group. Particular attention is paid to the fact that even when there is a single political grouping of states, which between them reported psychological closeness, there are diff erences between them, to be taken into account. Signifi cant diff erences are primarily in consumer attitudes and preferences, their purchasing decisions as well as acceptance of the various tools of communication mix. Direct Marketing is form of marketing communication aimed on exact selection of target group and its eff ective addressing. Contrary to the Mass Marketing, each customer is addressed individually and directly, and databases of potential or regular customers are used. One form of Direct Marketing is Direct Mail. It is the oldest and most advanced tool of Direct Marketing. Also called mailing, it is the most important tool of Direct Marketing. The country with the highest amount of delivered mailings is Czech Republic. Up to 82% of respondents indicated that Direct Mail receives o en or very o en. In Slovak Republic, Poland and the Czech Republic, more than half of respondents read the received mailings only occasionally. Signifi cantly overwhelming majority of Slovaks, Czechs and Poles responds to the delivered mailings by checking out the sender’s web site fi rstly, or establishing the contact via e-mail. Hungarian respondents prefer answer sheet the most. marketing communication, direct marketing, direct mail, V4, countries, consumer Direct Marketing is form of marketing communication aimed on exact selection of target group and its eff ective addressing. Due to interaction helps to create long-term relations based on values which are appreciated by customer. Contrary to the Mass Marketing, each customer is addressed individually and directly, and databases of potential or regular customers are used. These databases contain variety of information about each customer. More detailed they are, better chance of success reaching the customer they have. Dzugasová (2008) Direct Marketing is a database-driven process of directly communicating with targeted customers or prospects using any medium to obtain a measurable response or transaction via one or multiple channels. Scovotti Spiller (2007) One form of Direct Marketing is Direct Mail. It is the oldest and most advanced tool of Direct Marketing. Also called mailing, it is the most important tool of Direct Marketing. Dzugasová (2008) Direct Mail encompasses a wide variety of marketing materials, including brochures, catalogs, postcards, newsletters and sales letters. Major corporations know that direct-mail advertising is one of the most eff ective and profi table ways to reach out to new and existing clients. Direct Marketing Associa tion (2009) Following the main function of mailing, two types are known: Sale mailings a. One-Step Process (addressed respondent will or• der the service or product immediately) Two-Step Process (necessity to provide more in• formation, perhaps even meeting with the salesman is anticipated before the sale b. Mailings promoting image – either only inform the customer in order to gain his sympathy or, con170 Ľ. Nagyová, P. Rovný, J. Stávková, Ľ. Majchrovičová versely, acquire information from cus to mers. If it is formed well, the customer views it as an attempt to understand him more, to know his views and supports his good relationship with brand. Šolcová (2006) In the case of mailing which obtains information from customers, must include the return slip, which facilitates the reaction. Its content should be concise. Consent to being included in the marketing database is enough. It can be also questionnaires, and links to the web or call center. Michálková (2008) The aim is to assess the possibilities of future developments of Direct Marketing in the Visegrad group. Particular attention is paid to the fact that even when there is a single political grouping of states, which between them reported psychological closeness, there are diff erences between them, to be taken into account. Signifi cant diff erences are primarily in consumer attitudes and preferences, their purchasing decisions as well as acceptance of the various tools of communication mix. Partial objectives of this contribution are: determine the consumer attitudes towards • the principal tool of Direct Marketing – Direct Mail, in the V4 countries and closer identifi cation of their reaction pattern, characterization of consumer preferences to indi• vidual elements of Direct Mail. MATERIAL AND METHODS Questionnaire survey method was used to obtain primary data for the research, through which obtained data can be of qualitative and quantitative nature. The subject of marketing research was international comparison of consumer attitudes to the basic tool of Direct Marketing, specifi cally direct mail. Of the 500 internet questionnaires sent out, 423 returned back completed. For the purpose of the rele van ce of the test results, 23 questionnaires were excluded, so four equally sized groups for comparison emerged. Respondents were asked directly by email. Besides the numerous and percentage recordings, contingency tables were also used for questionnaire evaluation. A contingency or a cross-table is a combination of two (or more) frequency tables so that each inner cell represents a clear combination of the specifi c values (also called categories in this paper), which are cross tabulated variables. It makes it possible to fi nd out the frequency, number of respondents involved in special categories for more than one variable. Observation of these frequencies enabled us to determine the relation between the cross tabulated variables. The contingency table is only suitable for nominal variables or the numeral variables achieving a relatively small number of possible values. The contingency table serves as the basis for interpretation of the two properties of the examined objects. To form the contingency tables, the frequency distribution was taken into account. Absolute and relative response multitudes to individual questions of the questionnaire are stated at qualitative characters. Relative multitudes have enabled the comparison of various multitude divisions between the fi les, which diff er in their content and at the same time which make the interpretation of research results easier. Absolute multitudes (n1, n2, ..., nk) indicate how many times a mark will occur. Their total equals their fi le size n. n1 + n2 + ... nk = ∑ni = n Relative multitude will be achieved as part of the individual, absolute multitudes within the entire fi le extent. A percent formula is possible. fi = ni/n, for which it is valid that f1 + f2 + ... fk = ∑fi = 1, respectively a cumulative multitude N1 = ni, N2 = n1 + n2, ..., Nk = ∑ni = n