The Swiss are more interested in quality than the brand

When purchasing everyday items
Swiss people attach particular importance to the following factors
Quality and product performance. This is shown by a study by the Institute
IHA-GfK on behalf of the Promarca association. On a scale of importance
from one to ten, the two factors mentioned are in the average of the
six product groups surveyed between eight and nine. Slightly less
The 500 respondents placed the greatest emphasis (seven to eight) on actions and
price level. Brand appeal, on the other hand, is between five and six,
brand awareness is just under five.

According to Promarca's commentary on the study
23 % of those surveyed describe themselves as brand fans who, whenever
shopping for branded goods. The choice between brands, promotions
and low-cost offers, 30 % would have proved to be a brand-oriented
declared. Although Promarca has labeled these results
"Branded articles are very popular", it apparently interests a
majority of consumers do not particularly care which label their
cations. The criteria according to which the respondents
choose their shopping location: Good accessibility is first and foremost (from
two thirds), followed by good quality. Actions and
only about one third mention particularly low prices, branded articles
are in second-last place - still ahead of private labels.

However, this disregard for brands is put into perspective when concretely
is asked about the last purchase. This results in quite
different results depending on the product group. While for yoghurts
only 15 % chose a branded product and 50 % chose a private label of the
trade, opted for the branded article 48 % for shower products
and only 23 % for the private label.

The favorite brands named by the study participants are
Finally, we assume that consumers will be able to see the contrast
between a branded article and a trademark is not so clear-cut
represents. While the Coop's own plants are always in the back rows
Migros takes two top places. In the
The Migros brand Total (21 %) and the Migros brand
Persil (20 %) in a neck-and-neck race. Migros is ahead by a nose
also ahead of Toni (21 %) for yogurts (32 %). With the coffee machines
the wholesaler, together with Mio Star and Delizio, has at least
13 %, but is beaten by far by Nespresso (37 %). Good beats
Migros was also successful in chocolate, where Frey took third place with 18 %.
is behind Lindt (30 %) and Cailler (20 %). Nothing to report
In contrast, Aproz in soft drinks: While Coca-Cola dominates (30 %)
and Rivella holds the Swiss flag high with 15 %, the
Migros drink with 3 %.

Stefano Monachesi