SOCIAL RESPONSIBILITY IS FINE, BUT CZECHS WANT QUALITY ABOVE ALL

Up to 64% of Czechs do not care whether a brand is ethically or socially responsible, they want quality products, according to a recent study by Ipsos.

In a world of misinformation, brands become a reflection of people's own worldview and values. They make decisions mostly for economic reasons, but not only according to them. Recent years have seen a double-digit increase in the proportion of people who say they are willing to spend more on a brand whose image appeals to them . This is according to the latest Global Trends study by Ipsos, based on data from more than 50,000 respondents in 50 countries.

59% of Czechs are willing to pay more for a brand with an image that is personally appealing to them, compared to the global average of 55% and only 48% in Europe. Moreover, compared to 2021, the role of brand image in the eyes of domestic consumers has increased significantly, by 22 pp from 37%.



On the other hand, while 65% of consumers around the world try to buy products from brands that behave responsibly, despite the higher price, the figure is 55% in Europe and only 52% in the Czech Republic. Up to 77% of Europeans also trust more a new product from a brand they already know, and 63% are willing to spend more on local products.



The majority of Czechs (64%) do not care whether a brand is ethically or socially responsible, they just want it to offer quality products. This compares to 52% of consumers worldwide and 51% in the EU.



In addition to quality and the social dimension of brands, customer experience is also taking centre stage. Half of Czechs are willing to pay extra for a better customer experience, compared to 56% in the EU and 63% globally. However, in our country (64%), and even more globally (74%), people are starting to resent how customer service is becoming too automated and impersonal.

Online shopping, reviews and influencers play a crucial role in shaping the customer experience and purchase decisions. Almost three quarters of Czech consumers (72%) believe that they can find a better deal online than in brick-and-mortar stores. If they are confident in their decision, they read online reviews (76%), with as many as 80% doing so worldwide. More than a fifth of Czechs (23%) make purchases based on recommendations from influencers, globally they are even more influential with more than a third (34%).



Source: mediaguru.cz