Poles go for brands
The results of a new study, "What do Poles Think of Brands", conducted by the TNS OBOP research center for ProMarka, the Polish Association of Branded Goods Manufacturers, show that 80 percent of Poles buy branded products "sometimes," "often" or "very often" in their everyday shopping and that just four percent "never" go for brands.
Preference for brand-name products was clearly linked to demographics. The nine percent who said they choose branded products "very often" are mostly young, independent, working people with higher education, while the elderly, unemployed and less educated are among those who rarely buy branded goods.
When asked what traits they associate with branded products, most respondents (73 percent) said high quality, 52 percent indicated famous manufacturers, while 45 percent said longevity. Although more than 40 percent think that branded products are expensive, when asked about specific categories (such as toothpaste or coffee) only 14 percent said name-brand prices were high.
Though most Poles buy branded products and associate them with a high level of quality, when doing their daily shopping they tend to look more at price, previous experience with the product, quality, habit, availability and promotions.
Preference for brand-name products was clearly linked to demographics. The nine percent who said they choose branded products "very often" are mostly young, independent, working people with higher education, while the elderly, unemployed and less educated are among those who rarely buy branded goods.
When asked what traits they associate with branded products, most respondents (73 percent) said high quality, 52 percent indicated famous manufacturers, while 45 percent said longevity. Although more than 40 percent think that branded products are expensive, when asked about specific categories (such as toothpaste or coffee) only 14 percent said name-brand prices were high.
Though most Poles buy branded products and associate them with a high level of quality, when doing their daily shopping they tend to look more at price, previous experience with the product, quality, habit, availability and promotions.
