Brand conscious

According to the survey carried out by research group TNS OBOP, for the Polish Association of Branded Goods Manufacturers Promarka, 80 percent of Poles buy branded products more or less often. Only about a fifth of Polish consumers do not reach for these products on the shelves.

When doing their shopping Poles still consider the price, quality and their experience with the product. However, the role of the brand has significantly increased in the past year. While only 23 percent of respondents pointed to the brand as decisive in the buying of a product in last years' survey, this year the number reached 36 percent. "This shows that Poles are becoming more conscious consumers," said Dr Dominika Maison, a specialist in consumer studies from Warsaw University.

According to the research, Poles typically associate a brand with a high-quality product, made by a renowned producer, which is expensive and long-lasting. The survey shows that the importance of a brand varies with products - while more than 60 percent of consumers say it is important what coffee or tea they drink and which toothpaste they use, less than a third are guided by a brand when shopping for clothing.

Maison claims that the importance of brands will increase. "The growing importance of a conscious choice is a global trend," Maison claims. The general director of Promarka, Aleksander Krzyżanowski, claims that promoting brands has a positive effect on the growth of Polish companies. "It helps economic growth through research and innovation," he said.