Abstract:

The aim of this article is to evaluate the importance, influence and attitude to the country-of-origin of brands in relation to consumer preferences in the Czech Republic. The evaluation is based on data gained from primary research focused on the behavior and preferences of consumers to brands. Moreover, these results are compared with the outcomes of the same oriented research carried out in the Slovak Republic. In the Czech Republic, research was conducted through a questionnaire survey and structured interviews during October and November of 2014. This article provides a partial view with respect to specific structures of the Czech consumers.