EXPLORING BRAND PREFERENCES OF SLOVAK CONSUMERS ACROSS DEMOGRAPHIC FEATURES

Lucia Vilčeková, Miroslav Sabo

Abstract


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.

Keywords


Brand Preferences, Domestic Brands, Foreign Brands, Slovak Consumers

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DOI: http://dx.doi.org/10.12955/ejbe.v8i3.406

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