Abstract:

Czech and Slovak consumers' attitudes toward brands have undergone a massive shift since the opening of the market, becoming significantly more sophisticated and critical over the last five years. Compared to extremely price-sensitive and conservative purchase habits measured in 1991 present consumers have become more oriented to quality and expense, experimental with untried and Western brands, and discerning of price/quality relationships and differences between products. However, there is evidence to suggest that this shift is over: now that the market is stabilizing, a leveling off can be seen in consumers' attitudes. They are no longer consumers in embryo, but have the makings of mature, discriminating decision-makers. Basic consumer types have emerged with distinctive attitudes, which should continue to solidify given continued experience with increasing selection and advertising. AISA implemented a five-part general study measuring the consumer population's attitudes to FMCG brands and increased selection in the marketplace. Based on the findings, we were able to construct a consumer typology based on commonalities in attitudes toward the following dimensions.