BRAND PREFERENCES OF SLOVAK CONSUMERS

The paper describes brand preferences of Slovak consumers in terms of domestic vs. foreign brands. The introduction to brands and brand buying behavior is provided at the beginning, followed by brief description of brand recall and importance of brand preferences. Then description of research methodology is mentioned and finally, research results are presented. The representative research was conducted on a sample of 1067 Slovak consumers older than 16 years of age. They were presented with a list of 27 statements concerning their attitudes towards domestic and foreign brands and their brand buying behavior. Based on the research results, Slovak consumers can be seen as very brand oriented and they care about brands and brands names and they make their buying decision based on brands. They prefer to buy Slovak products, but it is sometimes difficult to find domestic brands in stores, especially in consumer goods and textiles