The impact of the media on the perception of dual quality goods in the european union

Abstract

The issue of double quality of daily consumption goods is perceived negatively at present, and in this spirit, the media usually also report on it. They bring the results of the tests carried out, the reactions of manufacturers and distributors, and also the statements of politicians. The media have a major impact on consumer information perception and their purchasing behaviour, including in the subject of dual product quality. The aim of the paper is to find out whether Slovak consumers perceive the issue of dual quality of goods and from where they learned about it. The research was carried out on a representative sample of 919 consumers in the Slovak Republic. Various statistical tests were used to verify hypotheses. Research shows that the majority of customers have heard about the problem of dual quality of goods in the EU, most of them have learned about it from the media, and the media is also the source the consumers give the most priority. Manufacturing companies involved in this issue should therefore be more aware of how their products are perceived in terms of the dual quality problem to ensure their competitiveness on the market.