AUSTRALIA: Brand loyalty and patriotism are more important than price

Brand loyalty and patriotism are the two most important factors in determining purchasing decisions in the supermarket, according to research recently conducted by ACNielsen into retail spending habits in Australia. The results of the study, which were unveiled yesterday, proved that consumers would stay loyal to brands despite the fact that they often cost more than generic goods.

July 3, 2001

Brand loyalty and patriotism are the two most important factors in determining purchasing decisions in the supermarket, according to research recently conducted by ACNielsen into retail spending habits in Australia.

The results of the study, which were unveiled yesterday, proved that consumers would stay loyal to brands despite the fact that they often cost more than generic goods.

ACNielsen found that the most successful brands in Australia are Arnott’s, which racked up sales of A$580.5m (US$297.7m) in 2000-01, Kellogg‘s, Cadbury and Uncle Toby’s.