Russian consumer behavior

On average about 15% of Russian consumers try new brands of the goods they buy on a regular basis. This share reaches 22% for the 16-24 year age bracket. Forty-four percent of the population takes into consideration whether or not a product is a brand name when making a purchase decision. Price and

recommendations from friends and relatives remain more important decision factors.

There is a significant difference in attitudes to domestic and foreign goods. Seventy-seven percent of the population believes Russian food brands are superior to foreign ones, whereas only 23% of Russians believe domestic clothing and footwear products surpass their foreign equivalents in quality. As for furniture and electronic goods, only 12% and 19% respectively estimate the quality of such products produced domestically to be better than that of their imported counterparts.

Attitudes towards branded goods in general, and foreign-produced brands in particular, are more positive in Moscow and in large regional cities due to the higher level of western lifestyle penetration and higher incomes.

by pwc