Journal of Marketing Management

Slovak Consumers’ Attitudes toward Foreign versus Domestic Brands
Lucia Vilčeková

Abstract
The paper describes attitudes of Slovak consumers toward foreign brands and domestic brands. Brands in marketing are used to differentiate products and services and they have an important role in consumer purchase decision process. Prior to a purchase the brand can increase consumer’s efficiency of perception, processing and storage of information and the makes easier he actual purchase decision. The introduction to brands and brand buying behavior is provided at the beginning, followed by description of research methodology 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. 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.

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