Abstract:

The purpose of this article is to evaluate attitudes and preferences of consumers in the Czech Republic in relation to quality perception of domestic and foreign brands. Results presented are compared to the outcomes of a similar research study carried out in the Slovak Republic. In this article, partial outcomes of primary research focused on attitudes and preferences of Czech consumers in relation to attributes, such as price, quality, product information, and preferences of domestic products, are presented. This primary research was conducted in the Czech Republic in the period of October and November of 2014 and respondents were approached via an electronic questionnaire and personal interviews. This article presents a more detailed with respect to specific structures of consumers in the Czech Republic.