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Savanta Consumer Compass Europe <strong>Q3</strong> <strong>2023</strong><br />
Whilst “price/<br />
value” is key across<br />
all categories, other<br />
purchase drivers<br />
such as “quality” and<br />
“durability” also remain<br />
critical. These drivers<br />
can allow brands to<br />
offer value for money<br />
without a focus solely<br />
on price point<br />
Purchase Drivers - rated 8-10/10<br />
Significantly different at 95% confidence<br />
level from previous quarter<br />
Eu average Q4 2022 Q1 <strong>2023</strong> Q2 <strong>2023</strong> <strong>Q3</strong> 2033<br />
Price/value 75 % 74 % 71 % 72 %<br />
Quality 72 % 71 % 69 % 67 %<br />
Durability 70 % 67 % 65 % 63 %<br />
Offers/promotions 69 % 67 % 65 % 65 %<br />
Reliability 69 % 68 % 64 % 63 %<br />
Convenience 54 % 51 % 51 % 47 %<br />
Returns/cancellation policy 53 % 50 % 48 % 45 %<br />
Sustainability 45 % 42 % 43 % 41 %<br />
Brands’ ethics & values 38 % 36 % 36 % 34 %<br />
Brand reputation 39 % 37 % 36 % 36 %<br />
Q. On a scale of 1 to 10, where 10 is ‘extremely important’ and 1 is ‘extremely<br />
unimportant’, how important is the following when deciding which product/service<br />
to purchase when shopping?<br />
Base: Total EU (c. 3501 per wave)<br />
Packaging 30 % 28 % 29 % 29 %<br />
29
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