Abstract:

The objective of this paper is to evaluate buying behavior and consumer preferences of consumers in the Czech Republic according to the attributes of price and brands. The evaluation is based on data obtained from primary research focused on the behavior and preferences of consumers to brands. In addition, these results are compared with the outcomes of the same oriented research conducted in the Slovak Republic. In the Czech Republic, research was carried out through a questionnaire survey and structured interviews during October and November of 2014. This article provides a more detailed view with respect to specific structures of the Czech consumers.