More than half of young Romanians say they are loyal to the brands of the products they use and 42% are loyal to the brands of the services they use.

Although brands are important for Romanians, the quality of the products and services and the warranty offered weight the most in buying decisions, while the price and delivery conditions are also important. Special offers are a magnet to Romanian consumers, shows a research published by EY Romania.

About one third of young Romanians say they are influenced most by the quality of the products or services and by the warranty offered when making purchase decisions. Price and delivery conditions are the decisive factor for 20% of Romanians and the brand comes third, being a key factor for 17% of Romanian consumers.

Globally, price is the most important factor in the decision making process (29%), followed by the quality of the product (27%), technical characteristics (16%), availability (13%) and brand comes just fifth (10%).

When it comes to brand loyalty, Romanians are most attached to their mobile communications/internet provider, with 30% of respondents saying they would never switch their supplier. Romanians are also loyal to their food brands (23%), car brands (23%), clothing (22%) and health services (21%). They are least loyal to banks (9%) and insurance providers (14%).

When going into shops, Romanians are most influenced by special offers (48%) and the availability of products and services (38%). When asked about their payment choice, more than 60% of Romanians say they prefer cash payments.

Only four in ten Romanians are digital consumers, which means they use the online environment in their buying process, compared to six in ten digital consumers worldwide.

The EY research was made on 310 Romanian consumers, ages 20 to 35.

editor@romania-insider.com