Vzájemná adaptace produktů na českém a slovenském trhu

The main topic of the thesis is the mutual adaptation of products between the Czech and Slovak markets in multiple categories: language, cultural cues, prestigious cues and information density. The main aim was to determine whether cultural product adaptation between the Czech and Slovak markets affects consumer perception and product purchase intention, and whether a localised approach yields better results in purchase intention and consumer perception, or if a standardised approach is sufficient. The research used a mixed approach by combining a case study and a questionnaire. The case study focused on analysing the elements of the four selected products packaging, and the survey consisting of 97 respondents provides an insight into real consumer perception of the same 4 products packaging. The results show that products adapted for local preferences, especially in language and cultural cues, result in a better perception of the product by local consumers. The prestigious cues and information density also influence perception to a certain extent, but the results were not as uniform. The thesis concludes that Slovak and Czech markets, while similar, should not be treated equally, and selective localisation of product packaging seems to be a suitable strategy.