Abstract
The aim of the paper is to evaluate the effect of product brand on consumer decision regarding purchase and in connection with this, to answer the specified research questions using statistical methods. The partial goal is to find out what influence a close person has on consumer decision-making. The theoretical part of the study defines the basic concepts of the given issue. The application part of the paper is first devoted to the characteristics of the analysed markets. The main part of the paper is our own research focused on the brands of laptops, which was conducted through online polling in the Czech Republic and Taiwan. The data obtained from respondents in the 19–26 age group is then analysed and compared. The data showed that there is a relationship between the brand that the consumer owns and whether it is the first brand that comes to his mind. There are some other interesting results such as that the “high cost = high quality” opinion is not related to the results of the survey.
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Acknowledgements
The paper was written with the support of the Specific project 2018 granted by the University of Hradec Králové, Czech Republic and thanks to help of student Iveta Sixtová.
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Zubr, V., Mohelska, H., Sokolova, M. (2018). How Product Brand Effects Consumer Decision. In: Sieminski, A., Kozierkiewicz, A., Nunez, M., Ha, Q. (eds) Modern Approaches for Intelligent Information and Database Systems. Studies in Computational Intelligence, vol 769. Springer, Cham. https://doi.org/10.1007/978-3-319-76081-0_24
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DOI: https://doi.org/10.1007/978-3-319-76081-0_24
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