"Trusted Brands", what the Swiss understand by quality
Quality guarantees high customer loyalty in Switzerland. For the first time, Reader's Digest has investigated what Swiss consumers understand by quality in the "Trusted Brands 2018" survey. The list of the most trusted brands is surprisingly consistent.
What the Swiss understand by quality: High product usage. As this year's "Trusted Brands 2018" survey by Reader's Digest shows, quality is the number one reason for the purchase decision (89 percent of responses).
Quality also guarantees high customer loyalty in Switzerland. For the first time, Reader's Digest has investigated what Swiss consumers understand by quality in the "Trusted Brands 2018" survey. The list of the most trusted brands is surprisingly consistent.
The important five
When asked about brand quality aspects, the study participants focused on five factors. At the top of the list, with 90 percent of the answers, is service life, followed by reliability (89 percent), functionality (74 percent), service (73 percent) and sustainability (71 percent). At 48 percent, design plays a much smaller role. Even further behind is the prestige of a brand with 24 percent.
The top performers 2018 at a glance
(by categories)
- Non-alcoholic beverages Coca-Cola
- Automobiles: VW
- Banks: Raiffeisen Bank
- Clothing: H&M
- Sweets: Ricola
- Household appliances: Miele
- Coffee: Nespresso
- Cosmetics: Nivea
- Health insurance companies: CSS
- Credit cards: Mastercard
- Life insurance: Swiss Life
- Mattresses: Bico
- Natural remedy: Similasan
- Opticians/brands of glasses: Fielmann
- Outdoor/Sport: Nike
- Property insurance: Furniture
- Petrol stations/petrol: Coop
- TV/Internet/Mobile: Swisscom
- Vitamin products: Burgerstein
- Detergent: Persil
(Source: "Trusted Brands" by Reader's Digest)
The importance of the five top factors increases almost continuously with the age of the survey participants. While 84 percent of 18- to 29-year-olds strongly weight the service life of a product, the figure is no less than 94 percent for those over 60.
A similar picture emerges for reliability. 86 percent of the youngest age group (18 - 29 years) demand low susceptibility to faults, while among the oldest (over 60 years) the figure is a full 93 percent. However, the proportions are reversed when it comes to design: 57 percent of the young (18 - 29 years), but only 46 of the older people (more than 60 years) judge a product by its appearance, colors and shape.
Unbroken loyalty
The leading brands have managed to keep their promise of quality over a long period of time, thereby repeatedly consolidating customer trust. In fourteen of the twenty categories examined, the brands have defended their top position in the trust bonus over the past three years.
A particular sign of the consistency of the ratios is the fact that in only one of the twenty categories (Outdoor/Sport) has a new brand prevailed every year since 2016. How well leading brand images are anchored is proven a fortiori by the fact that VW continues to convince as a brand and enjoys the highest level of trust of all car brands, even after the ongoing negative reports about the manipulation of emissions values.
To the study of "Trusted Brands" by reader's digest
