CZECH CONSUMERS´ BEHAVIOR TOWARD DOMESTIC BRANDS

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CZECH CONSUMERS´ BEHAVIOR TOWARD DOMESTIC BRANDS

Journal Title: Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie - Year 2014, Vol 15, Issue 2

Abstract

The study is aimed to reveal Czech customers decision making styles toward domestic brands; that is important because it determines the behavioral patterns of consumers and is relevant for market segmentation. Therefore the present study mainly focuses on exploring the impact of consumer decision making styles on their preference towards domestic brands in the context of Czech Republic. The sample for this study was drawn from adult customers who live in the Brno, Zlín, Olomouc regions in the Czech Republic. Altogether 200 questionnaires were distributed and 123 completed questionnaires were taken in for final analysis. The decision making styles were measured by using Consumer Style Inventory. Principle Component Analysis was employed to determine the decision making styles of Czech customers. The findings revealed that seven decision making styles are appeared among Czech customers and fashion consciousness, recreational orientation, impulsiveness and price consciousness of customers show direct relationship with the domestic brand tendency. Other styles did not show significant relationship with domestic brand preferences in the given context.

Authors and Affiliations

Miloslava Chovancová, W. M. C. Bandara Wanninayake

Keywords

preferencje marki

EP ID EP66181
DOI -
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