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Nearly half (45%) of those in 25 countries agree – give a rating of five (18%) or four (28%) out of five on an agreement scale – that they will switch brands for one they believe is higher quality, even if the price is higher.
One in three are neutral – give a rating of three (32%) out of five – while two in ten (23%) disagree – give a rating of one (11%) or two (12%). The findings reflect a new poll of 18,503 online respondents conducted by Ipsos OTX – the global innovation center for Ipsos, the world’s third largest market and opinion research firm. Those who appear most likely to prioritize quality over price – providing a five or four rating – hail from: Norway (62%), Sweden (57%), India (56%), Indonesia (56%), Mexico (54%), Brazil (52%), Germany (52%) and Turkey (52%). Those in the middle of the pack are from: South Africa (51%), Argentina (50%), China (49%), Russia (49%), South Korea (49%), United States (47%), Canada (44%) and Spain (44%). Those least likely to agree are from: France (42%), Australia (40%), Great Britain (37%), Saudi Arabia (37%), Hungary (36%), Belgium (34%), Italy (33%), Poland (28%) and Japan (25%). Socioeconomic variables appear the most likely indicator as to whether or not a global citizen will switch brands for quality, even if the price is higher. Those with a high household income (57%) are considerably more likely than those with medium (45%) or low (38%) to agree. Similarly, those with a high level of education (53%) are more likely to agree than those with medium (46%) or low (39%) education levels. Social media activity also seems to correlate with choosing quality over price: ‘active’ users (50%) are more likely than passive (45%) and inactive (38%) users to agree with the statement. For more information regarding this article please visit: www.ipsos-na.com | @IpsosMORI Follow Market Research World on Twitter or join in the conversation with our LinkedIn Group
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