Record Details

Characteristics of Slovak Consumer Based on Their Brand Preferences

International Journal of Economic Practices and Theories

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Field Value
 
Title Characteristics of Slovak Consumer Based on Their Brand Preferences
 
Creator Vilcekova, Lucia
 
Subject Business; Commerce;Marketing;
buying behavior, brand preferences, domestic brands, foreign brands, Slovak consumers
M310
 
Description Abstract. The aim of this paper is to describe Slovak consumers based on their brand preferences in terms of domestic versus foreign brands. First insights into branding and country of origin as one element of a brand are provides, followed by importance of segmentation as a basis for primary research is described. In order to characterize consumer behavior of Slovaks, a representative primary research was conducted on a sample of 1067 consumers. We were able to determine 6 main factors that influence their brand buying behavior and by comparison of these factors, consumer segments could be described. In the biggest segment are consumers who prefer Slovak products, followed by cluster of those who do not care about brands and make their purchase decision based on price levels. Segment three is typical for consumers who prefer foreign brands. Segment 4 is typical for neutral feelings towards brands and in the last segment are consumers who like Slovakia and buy domestic products to support Slovak economy.
 
Publisher International Journal of Economic Practices and Theories
 
Contributor —
 
Date 2014-07-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://www.ijept.org/index.php/ijept%20/article/view/Characteristics_of_Slovak_Consumer_Based_on_Their_Brand_Preferences
 
Source International Journal of Economic Practices and Theories; Vol 4, No 4 (2014); 480-485
2247 – 7225
 
Language eng
 
Relation http://www.ijept.org/index.php/ijept%20/article/view/Characteristics_of_Slovak_Consumer_Based_on_Their_Brand_Preferences/pdf_4_4_7
http://www.ijept.org/index.php/ijept%20/article/downloadSuppFile/Characteristics_of_Slovak_Consumer_Based_on_Their_Brand_Preferences/28