Brand Importance across Product Categories in the Czech Republic, the Slovak Republic and the Russian Federation

Purpose: Customer loyalty is an important and complex aspect of the market environment. This study aims at analysing the significance attached by different customer groups to brands in particular product categories within the Fast Moving Consumer Goods sector and to enhance existing knowledge in this field. Methodology/Approach: This study is based on primary data gathered through a consumer survey that was consistently carrried out in the Czech Republic, the Slovak Republic and the Russian Federation during November 2015. Different quantitative and statistical analysis methods and tests are applied.  Logistic regression and average partial effect estimation form the main base for conclusions presented. Findings: This study focuses on two key research topics: First, we describe how much does a perceived brand importance differ across various product categories. Second, we identify and quantify the influence of important socio-demographic and lifestyle factors that affect the potential for brand loyalty across different product categories. Main findings are highlighted and interpreted. Research Limitation/implication: For the three countries involved, this study describes the topical situation at the time of the survey. In the coming years, repeated surveys might identify changes and trends in customer behaviour. Originality/Value of paper: This paper is based on primary data, consistently gathered across three countries. By means advanced statistical analyses, the authors provide comprehensive quantitative output that may be used for immediate marketing purposes and for further scientific research.