Nearly one half of young luxury consumers across Russia were driven by brand popularity and awareness while choosing luxury brands, as McKinsey reported in 2018. Every fifth respondent mentioned that the recommendation of their inner circle was a key, and the feedback from fellow shoppers turned out to be relevant for roughly 10 percent of the polled. To the surprise of experts, only three to four percent of consumers recalled that celebrities and bloggers played an influencing role in their choice of a luxury brand.
Main purchasing drivers when choosing luxury brands in Russia as of March 2018, by age group*
* The ordinal wording of the survey question was as follows: "Which of these has the greatest influence on your decision to buy luxury goods?"
Share of consumers who put a score above 3.75 out of 5 max.
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McKinsey & Company. (June 30, 2018). Main purchasing drivers when choosing luxury brands in Russia as of March 2018, by age group* [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1068488/key-factors-influencing-luxury-brands-choice-by-age-russia/
McKinsey & Company. "Main purchasing drivers when choosing luxury brands in Russia as of March 2018, by age group*." Chart. June 30, 2018. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1068488/key-factors-influencing-luxury-brands-choice-by-age-russia/
McKinsey & Company. (2018). Main purchasing drivers when choosing luxury brands in Russia as of March 2018, by age group*. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1068488/key-factors-influencing-luxury-brands-choice-by-age-russia/
McKinsey & Company. "Main Purchasing Drivers When Choosing Luxury Brands in Russia as of March 2018, by Age Group*." Statista, Statista Inc., 30 Jun 2018, https://www.statista.com/statistics/1068488/key-factors-influencing-luxury-brands-choice-by-age-russia/
McKinsey & Company, Main purchasing drivers when choosing luxury brands in Russia as of March 2018, by age group* Statista, https://www.statista.com/statistics/1068488/key-factors-influencing-luxury-brands-choice-by-age-russia/ (last visited December 22, 2024)
Main purchasing drivers when choosing luxury brands in Russia as of March 2018, by age group* [Graph], McKinsey & Company, June 30, 2018. [Online]. Available: https://www.statista.com/statistics/1068488/key-factors-influencing-luxury-brands-choice-by-age-russia/
