Consumers' preference: local versus global brands worldwide by category, 2015 l Statistic

This statistic presents the results of a consumer survey conduced from August 10 to September 4, 2015. Consumers with internet access were asked if they prefer local over global brands. Some 68 percent of respondents who have purchased vegetables said they prefer local brands compared to global ones.

Consumers' preference for local brands and global brands worldwide in 2015, by category*

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 percent at the global level. A minimum reporting standard of 60 percent 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.

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