The concept of dual quality of products provided by the same manufacturers is not a novel one, however, the awareness of its existence and implications has only recently been noticed in Europe by the general public. The response of the media was immediate and massive. The reality of what dual quality represents for consumers was largely exaggerated and companies applying such strategies were criticised by public opinions. However, there is a lack of knowledge of how this phenomenon affects changes in buyers’ behaviour and therefore, companies are unable to develop their strategies in accordance with current and believable data. This paper provides information on the relationship between the dual quality of goods and changes in buyers’ behaviour, resulting in developed guidelines and recommendations for international producers on the issue of dual quality and how to incorporate it into their marketing strategies in order to gain competitive advantage. The findings based on research conducted in Slovak Republic include a detailed structure of customer segments and their response to dual quality.

同一制造商提供的产品双重质量的概念并不新鲜，然而，直到最近，欧洲公众才意识到其存在和影响。媒体的反应是直接而巨大的。双重品质对消费者的现实在很大程度上被夸大了，采用这种策略的公司受到舆论的批评。然而，人们对这种现象如何影响购买者行为的变化缺乏了解，因此，公司无法根据当前和可信的数据制定战略。本文提供了有关商品双重质量与购买者行为变化之间关系的信息，从而为国际生产商制定了关于双重质量问题以及如何将其纳入其营销策略以获得竞争优势的指南和建议。基于在斯洛伐克共和国进行的研究的结果包括客户群的详细结构及其对双重质量的反应。