Brand Origin Factors Into Consumers’ Purchasing Decisions

Brand origin can be a significant factor in consumers’ purchasing preferences. In a global survey, Nielsen found that for 46 percent of respondents, brand origin is as important as important as price, function and quality in their purchasing decisions.

Nielsen’s Global Brand-Origin Survey polled more than 30,000 online respondents in 61 countries on whether they preferred goods from global/multinational brands or those operating only in the respondent’s home country. Not only did four in 10 describe brand origin as one of the most important purchasing drivers, but 28 percent described it as more important than the other factors.

Nielsen found regional differences in brand origin’s importance. Respondents in Asia-Pacific and Africa/Middle East were more likely to describe origin as more important than other factors—33 percent and 32 percent on average, respectively. European, North American and Latin American respondents, in contrast, were more likely to say it was less important than other selection factors—35 percent, 32 percent and 31 percent on average, respectively. Furthermore, 59 percent of respondents say they buy local brands to support local businesses, with sentiment highest in North America (65 percent).

“One of the more surprising findings from the survey is that country of origin is as important as—or even more important than—other purchasing criteria such as price and quality,” says Patrick Dodd, group president, Nielsen Growth Markets. “In a crowded retail environment, brand origin can be an important differentiator between brands, but sentiment varies by category and by country, and leveraging a powerful brand presence needs to be managed carefully regardless of whether it is global or local. Ultimately, the brands that deliver on a strong value proposition and connect personally to consumers’ needs will have the advantage in any given market.”

Click here to read more on Nielsen’s findings.

filed under industry-news | may-2016
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