This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here

NEWS27 April 2016

73% of global consumers rate country of origin as key brand purchase driver

Asia Pacific Europe FMCG Latin America Middle East and Africa News North America Trends UK

GLOBAL — New multi-national research has revealed that on average, consumers consider a brand’s country of origin as equally or more important than nine other purchase drivers, including price, function and quality. 

The research, conducted by Nielsen, examined whether consumers prefer goods produced by global/ multinational brands or by ‘local players’ in the respondent’s home country. 

Respondents in Asia-Pacific and Africa/ Middle East were more likely to say that origin was more important than other selection factors ( 33% and 32% on average, respectively), while European, North American and Latin American respondents were more likely to say that brand origin was less important than other selection factors ( 35%, 32% and 31% on average, respectively). 

When asked to identify the key factors in choosing a global or local brand, similar response patterns were observed across all regions: price/ value was the top selected reason for choosing both global ( 42%) and local brands ( 43%); positive experience with a brand ( 32% global; 28% local), safer ingredients and processing ( 31%; 28%), better product benefits ( 31%, 25%) and a sale or promotion on the brand ( 26%; 24%) were among the  top reasons for selecting a product. Respondents were also asked to rate whether brand origin was less, equally, or more important than these factors. 

National pride was the only factor for which there was a notable difference between local and global brands. 

Findings were based on 30,000 online respondents in 61 countries spanning 40 categories. Full findings can be accessed here

@RESEARCH LIVE

0 Comments