What you need to know
There is a clear link between customer satisfaction and associations with premium attributes across brands in many different sectors, highlighting that consumers feel the extra money they pay for more expensive products is worth it.
While value tends to be a driver in the decision to make a purchase, it does not necessarily have an ongoing influence on the proportion of satisfaction that a brand receives; customers appear more focused on emotive factors that have an impact on ego.
There is a slight difference when it comes to recommendation, however, with users of brands likely to consider factors apart from personal experience. As a result, brands can still generate high levels of recommendation without necessarily reaching the same satisfaction levels of those with more premium attributes.
Report scope
Over the last two years, Mintel has conducted brand research on over 700 brands. As well as consumers’ attitudes towards brands, we investigate how many people have used those brands, how good their experience of the brand has been, and whether they would recommend that brand.
Research is run at a brand level, rather than based on a particular product. So rather than asking specifically about people’s perception of Barclays’ current accounts, or of Tesco’s ready meals, for example, we ask about their overall perception of the Barclays and the Tesco brands.
Data in this report is drawn from fieldwork conducted between January 2014 and March 2016. Many brands have been covered on multiple occasions and, unless otherwise stated, Mintel’s data refers to the most recent wave of research in which a given brand featured.
For the purposes of this report, Mintel has collated and compared consumer data in regard to customer satisfaction towards specific brands operating in the UK across the following sectors:
Travel
Technology
Household Care
Retail
Beauty & Personal Care
Food
Drink
Finance
Foodservice
Fashion
Automotive
Energy
Media.
