Nielsen: 75% of survey respondents say country of origin is most important
Respondents in Asia-Pacific and Africa/Middle East are more likely to say that origin is more important than the other selection factors.
Nearly 75% of global respondents, on average, say a brand's country of origin is as important as or more important than nine other purchasing drivers, including selection/choice, price, function and quality, according to findings from the Nielsen Global Brand-Origin Survey.
The new research examined whether consumers prefer goods produced by global/multi-national brands (defined as those that operate in many markets) or by local players (those operating only in a single market—the respondent's home country), based on responses from more than 30,000 online respondents in 61 countries spanning 40 categories.