Consumer perception of global branded products quality

Abstract

The brand plays the key part in consumer decision-making on products, and it is crucially important to both producer and consumer. The long-term globalization process has significantly influenced international brand policy. A successful brand in the domestic market is not a prerequisite of success in global markets. Successful global brand reflect on the rational as well as emotional customer expectations and desires that may change over time. The consumers generally consider branded product to the significant of quality, and they are likely to opt for the proven brand rather than even considering also the other brands available. The aim of this paper is to evaluate the relationship between selected socio-demographic characteristics (gender, age, education) and the subjective perception of selected global brands (branded products) quality by current consumers using selected mathematical-statistical methods. We realized a large-scale marketing survey was conducted on a sample of consumers (total 2002 respondents) with a minimum age of 15 years in 2018. The analysis results show relationship of different nature and intensity between socio-demographic characteristics of respondents and their attitudes towards quality of branded products. Conclusions and findings of analysis can be considered appropriate to apply to current consumer markets. The findings of the survey proved that effective branding strategies shall respect, inter alia, pursue the also socio-demographic trends consumers markets. The socio-demographic characteristics of consumers shall be considered the reliable selection criterion for determining both attractivity and potential of the brand in terms of the success of the brand.