"Despite what many marketers and retailers may think, it's not all about price — consumers find value in feeling smart about purchase decisions and investing in brands they trust," said Andrew Benett, co-CEO of Euro RSCG New York and global chief strategy officer of Euro RSCG Worldwide, in a statement. "There is a tremendous opportunity for marketers to resonate with consumers by communicating brand value as a core commitment to quality, tradition and customer service."
When it comes to customer service, 80% of those surveyed said they want companies to "show a human face." Top-notch customer service (67%) and trust in a company (58%) are important factors in the decision-making process, as well, while a company's commitment to making a difference was only mentioned by 38% of respondents.
More than 1,500 people were surveyed across the US, France, and the UK for the study.
Have you registered with us yet?
Register now to enjoy more articles and free email bulletinsRegister
Already registered?Sign in
Join a growing community of PRWeek comms professionals today
- Read more articles each month
- Sign up for free specialised news bulletins