INFLUENCE OF THE PARTICULAR BRAND ON THE CONSUMER BEHAVIOUR
INFLUENCE OF THE PARTICULAR BRAND ON THE CONSUMER BEHAVIOUR

Summary/Abstract: Many companies are able to build a very strong bond with consumers, allowing them to be one step ahead of the competition. The brand often means much more than the product itself. For building a really strong brand it is required to know the needs of the target group and to try to satisfy them. In current global society, consumers have not purchased a specific product based on quality, or on the basisof whether they need it. In a world of very strong competition, the brand has become the driving force of sales of consumer goods. Brands represent a guarantee of certain quality for customers. Brand value increases not only the benefit of the product itself, but also its attractiveness. The higher brand value is appreciated also by companies themselves because customers are willing to pay a bigger amount of money for the product or service. The most successful brands in the world have a common feature. They symbolize values and opinions of their customers and they successfully communicate them. The main aim of this paper is to show how the brand influences consumer behaviour of young people aged up to 29 years in Slovak Republic. Two well-known brands were chosen – Pepsi and Coca-Cola. Based on the results of the realised blind test, the results of previous studies of these brands were confirmed. We found out that the brand name is stronger than the sensory inputs and it can as well provoke a strong emotional experience. It was confirmed that Coca-Cola is more favourite than Pepsi.

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