Observe, enlighten and decipher the evolution
of consumption patterns in France and abroad
Section 1 - Consumption in Europe: New paths to confidence

Buying a brand, the ying and the yang

1 minute de lecture
The fact remains that confidence in a brand can act as both a positive and negative activator when it comes to making a purchase.



Positive when triggering the impulse buys of 51% of Europeans, with the Romanians, Bulgarians and Austrians most likely to succumb to temptation (37%, 65% and 63% respectively). Note that the French and especially the British are particularly proficient in maintaining their self-control (34% and 23%).

Negative when pulling out of a purchase through lack of confidence, which is the case for 58% of those surveyed, with the Portuguese, Slovaks and Spanish proving the most categoric (73%, 70% and 68%).

On the other hand, confidence in a brand is priceless. 67% are prepared to pay more for a trusted brand, with the Portuguese, Bulgarians and Romanians coming top in this area.


Sub-section 14
Evidence is reassuring
To stand out and secure the confidence of consumers, brands should avoid boasting or making promises they might not keep. Instead they must communicate rationally and offer proof to back their claims.
Sub-section 16
When seeking information, consumers place great importance on the opinion of those close to them
In the relationship of confidence that forms between a brand and its customers, it seems that proximity and intimacy play a critical role.