Analysis: Brand loyalty in the UK and Central Europe

WM Circle Logo

By: Wise Marketer Staff |

Posted on May 24, 2002

Compared with British consumers, Central Europeans attach less importance to the brands of the products they buy, according to the new 'Brand Loyalty Study' published by Taylor Nelson Sofres.

The study compared consumer attitudes and loyalty to branded products in the UK, the Czech Republic, Hungary, Poland, and Slovakia. The findings confirm that UK consumers have the highest preference for branded products overall, with 61% purchasing a specific cosmetic or perfume brand. By contrast, 39% of consumers in Poland, and 38% in the Czech republic, regularly purchase a specific cosmetic or perfume brand. The UK consumer is also more selective when buying both alcoholic and non-alcoholic drinks compared with the other countries surveyed.

Key findings
The lowest preferences for purchasing specific branded products are found in the clothing arena (with only 21% in Poland, rising to 38% in UK) and in food (with 14% in the Czech Republic, rising to 37% in the UK). The key results of the survey are as follows: