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Exploring Brand Preferences Of Slovak Consumers Across Demographic Features

Author

Listed:
  • Lucia Vilčeková

    (Comenius University)

  • Miroslav Sabo

    (University of Technology in Bratislava)

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.

Suggested Citation

  • Lucia Vilčeková & Miroslav Sabo, 2013. "Exploring Brand Preferences Of Slovak Consumers Across Demographic Features," European Journal of Business and Economics, Central Bohemia University, vol. 8(3), pages 4061:8-4061, October.
    • Handle: RePEc:aad:ejbejj:v:8:y:2013:i:3:p:406
    DOI: 10.12955/ejbe.v8i3.406
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    More about this item

    Keywords

    Brand PreferencesDomestic Brands; Foreign Brands; Slovak Consumers;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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