• Lucia Vilčeková Comenius University
  • Miroslav Sabo University of Technology in Bratislava
Keywords: Brand Preferences, Domestic Brands, Foreign Brands, Slovak Consumers


The 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