Consumers' leading reasons for choosing global and local brands worldwide, 2015 l Statistic

This statistic presents the results of a consumer survey that illustrates the leading reasons for choosing local and global brands among consumers worldwide in 2015. The survey found out that some 43 percent of respondents name "better price/value" as the leading reason for choosing local brands.

Leading reasons for choosing local versus global brands among consumers worldwide in 2015

Characteristic	Local brands	Global brands
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Release date

April 2016

More information

Region

Worldwide

Survey time period

August 10 to September 4, 2015

Number of respondents

> 30,000**

Special properties

Online consumers in 61 countries throughout Asia-Pacific, Europe, Latin America, the Middle East/Africa and North America

Method of interview

Online survey

Supplementary notes

* It is weighted to be representative of Internet consumers by country. Because the sample is based on those who agreed to participate, no estimates of theoretical sampling error can be calculated. However, a probability sample of equivalent size would have a margin of error of ±0.9% at the global level.
A minimum reporting standard of 60% Internet penetration or an online population of 10 million for survey inclusion was used.
** Only those respondents with online access.
The source does not provide any information regarding missing percentage points to 100 percent.
The survey does not provide any information regarding the age of respondents.

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