EXPLORING BRAND PREFERENCES OF SLOVAK CONSUMERS ACROSS DEMOGRAPHIC FEATURES
AbstractThe paper describes brand buying behavior of Slovak consumers across different demographic features with emphasis on domestic versus foreign brands. First, the introduction to brands and branding is provided, followed by description of purchase decision process and finally, research results are presented. The representative research was conducted in year 2013 on a sample of 1067 Slovak consumers older than 16 years of age. A relationship between age and attitudes toward brands was determined. Young people prefer foreign brands and country of origin is more important for them as for older consumers. The size of a city where people live does not have any influence on their brand preferences. Differences within gender were found, men prefer domestic products and women think foreign brands are more available. Women buy Slovak products because they want to support the economy.
American Marketing Association Dictionary. (2013). Retrieved from http://www.marketingpower.com/_layouts/dictionary.aspx?dLetter=B
Boone, L. (2013). Contemporary Marketing, Cincinnati: South-Western
Engel, J., & Blackwell, P. & Miniard, P. (1986.) Consumer Behavior, Dryden Press
Greifenberger, E. (2009). The Hub magazine. Retrieved from
Healey, M. (2008.) What is Branding?, Mies: RotoVision
Klaming, G. (2006). The changing role of brands in the age of empowered consumers. Retrieved from http://www.markenlexikon.com/d_texte/klaming_changing_role_of_brands_2006.pdf
Kotler, P., & Keller, K.L. (2009). Marketing Management, Praha: Grada
Lantos, G. (2011). Consumer Behavior in Action: Real-Life Applications for Marketing Managers, NY: M.E.Sharpe
Lee, H. S. (2005). An Application of a Five-Stage Consumer Behaviour Decision Making Model: An Exploratory Study of Chinese Purchasing of Imported Health Food. Retrieved from http://summit.sfu.ca/item/4741
Lindquist, J., & Sirgy, J. (2011). Shopper, Buyer and Consumer Behavior: Theory and Marketing Applications, New Delhi: DEL
Pride, W., & Ferrell, O. (2012). Marketing, Ohio: Cengage Learning
Revelle, W. (2013). Procedures for Personality and Psychological Research. Retrieved from http://CRAN.R-project.org/package=psych Version = 1.3.2.
Smolková, E. (2006). Strategický brand manažment a jeho aktuálne úlohy. Marketing Inspirations; 1 (3): 9-12
Saylor.org. (2013). Consumer Behavior: How People Make Buying Decisions. Retrieved from http://www.saylor.org/site/wp content/uploads/2013/02/BUS203-PoM-Ch3.pdf
Swarna, B. (2012). Impact of gender on consumer purchase behavior. Journal of commerce and management; 1 (9): 10-18
Temporal, P. (2010). Advanced Brand Management: Managing Brands in a Changing World, Singapore: John Wiley & Sons
Wie, T. (2013). Corrplot: Visualization of a correlation matrix - R package version 0.71. Retrieved from http://CRAN.R-project.org/package=corrplot
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (Creative Commons Attribution License 3.0 - CC BY 3.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
firstname.lastname@example.org, www.cbuni.cz, ojs.journals.cz