Clustering Czech consumers according to their spontaneous awareness of foreign brands

Abstract

Brand awareness is not only a key strategic asset of organizations but it also an inevitable part of the sustainable competitive advantage. This paper presents partial research results dealing with brand awareness of Czech respondents. The research was carried out in the Czech Republic in 2015 and the research sample consisted of 1182 respondents who were encouraged to name foreign brands spontaneously without helping them with product categories or countries. The findings introduced in this paper show the top ten international, global brands recalled by consumers divided into three clusters. Brands, which were recalled frequently, belong to the sectors of sportswear, technology, beverages, food, footwear, and skin care. The obtained research results can help organizations better understand the buying behavior of Czech consumers.