The aim of this paper is to present and discuss research results dealing with the importance of the information about the product in the pre-purchase search of consumers in the Czech Republic. The evaluation is based on data obtained from primary research focused on preferences of consumers to brands. In the Czech Republic, research was conducted through a questionnaire survey and structured interviews in the last quarter of 2014. This paper introduces partial results with respect to the selected socio-demographic criteria of the Czech respondents, such as gender, education, age, size of municipality and the net monthly income. Finally, these outcomes are compared with the results of a similar research conducted in the Slovak Republic in 2013.