Record Details

EXPLORING BRAND PREFERENCES OF SLOVAK CONSUMERS ACROSS DEMOGRAPHIC FEATURES

European Journal of Business and Economics

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Field Value
 
Title EXPLORING BRAND PREFERENCES OF SLOVAK CONSUMERS ACROSS DEMOGRAPHIC FEATURES
 
Creator Vilčeková, Lucia; Comenius University
Sabo, Miroslav; University of Technology in Bratislava
 
Subject Brand Preferences, Domestic Brands, Foreign Brands, Slovak Consumers
M310
 
Description 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.
 
Publisher CBU, o.p.s.
 
Contributor —
 
Date 2013-12-15
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://ojs.journals.cz/index.php/EJBE/article/view/406
10.12955/ejbe.v8i3.406
 
Source European Journal of Business and Economics; Vol 8, No 3 (2013)
1804-9699
10.12955/ejbe.v8i3
 
Language eng
 
Relation http://ojs.journals.cz/index.php/EJBE/article/view/406/395
 
Rights Copyright (c) 2013 Lucia Vilčeková, Miroslav Sabo
https://creativecommons.org/licenses/by/3.0/