Abstract:

Understanding of consumer buying behavior is essential but complex matter for marketing manager in both – theory and practice. Theoretical background in the issue of consumer behavior is vivid especially if it gets on consumer attitudes towards brands. Many research conclusions lead managers to the useful cognition: consumer behavior is except of its complexity very evolving phenomenon too. In the article net income is considered as a key factor in testing towards consumer behavior in Slovakia. Comparison method was used for describing the role of net disposable income in case of Slovak consumer behavior. Theory was confronted with primary research conducted in Slovakia on group of 1200 respondents. Income was categorized into 8 groups from below 331€ to over 2661€. Collected data were statistically evaluated by using of chi-square test which allowed testing of factor – net disposable income on selected statements. After that data were processed in cluster analysis for segment identification and 4 segments were identified. Each segment of respondents is unique in preferences towards 6 statements. Three statements covered different product categories: foot ware and textile; consumer goods and food. Next three statements explored: the willingness to search information about product origin on the package; importance to buy Slovak products and the knowledge about country of origin respondent`s favorite brand. Consumer segments are described and named according to buying behavior. In the discussion are formulated recommendations for the practice.