Key Findings

We asked consumers which company they would choose, given a choice of one offering very good products, very good service, very low prices, or one that does very good things for society. Highlights from this study include:

  • Overall, consumers prefer to buy from companies with very good products. Across all ages and income ranges for all countries, except Thailand, consumers prefer to buy from a company that offers very good products. High-income Japanese consumers are most likely to prioritize products, with 56% choosing this option.
  • Middle-aged consumers choose companies that treat them well. Across all ages and income ranges, except for older consumers, the second most popular company quality was, “treats me well,” with middle-aged consumers showing the strongest overall preference for it.
  • Low-income consumers have the strongest preference for low prices. In most countries, consumers in the low-income group were the most likely to favor companies that offer very low prices.
  • Younger consumers are mostly likely to prioritize societal good. In more than half of the countries surveyed, younger consumers were the most likely age group to purchase from a company because it does very good things for society. Of all the countries, Thai consumers were most likely to select a company because it does societal good.

Figures

Here are the figures in this Data Snapshot:

  1. How Consumers Choose Companies: Global
  2. How Consumers Choose Companies: By Country
  3. How Consumers Choose Companies: Australia
  4. How Consumers Choose Companies: Brazil
  5. How Consumers Choose Companies: Canada
  6. How Consumers Choose Companies: France
  7. How Consumers Choose Companies: Germany
  8. How Consumers Choose Companies: Hong Kong
  9. How Consumers Choose Companies: India
  10. How Consumers Choose Companies: Indonesia
  11. How Consumers Choose Companies: Japan
  12. How Consumers Choose Companies: Malaysia
  13. How Consumers Choose Companies: Mexico
  14. How Consumers Choose Companies: Philippines
  15. How Consumers Choose Companies: Singapore
  16. How Consumers Choose Companies: South Korea
  17. How Consumers Choose Companies: Spain
  18. How Consumers Choose Companies: Thailand
  19. How Consumers Choose Companies: United Kingdom
  20. How Consumers Choose Companies: United States
  21. Methodology

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