Managing attitudes of consumers towards brands and quality

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Proceedings of the 27th International Business Information Management Association Conference - Innovation Management and Education Excellence Vision 2020: From Regional Development Sustainability to Global Economic Growth, IBIMA 2016, Page: 2147-2156

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Ližbetinová, Lenka; Weberová, Dagmar
International Business Information Management Association, IBIMA
Decision Sciences; Business, Management and Accounting; Brand; Brand perception; Consumer; Consumer behavior; Quality
conference paper description
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.