Attitudes of Czech and Slovak consumers towards brands from the point of view of gender affiliation

Abstract

The main objective of this article is to investigate correlation between gender affiliation and consumer preferences. Our article looks at attitudes of Czech and Slovak consumers towards brands taking gender - one of the most important demographic factors - as a variable. First, positive and negative approaches to the importance of gender affiliation in contemporary market theory are presented. A brief introduction of research studies conducted in Slovakia and the Czech Republic follows. Then, selected outcomes of the primary research concerning gender affiliation and consumer preferences are shown. Finally, the outcomes of both research studies are analyzed and compared. Results suggest that gender affiliation has no influence in the Slovak Republic and only a limited impact in the Czech Republic.