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.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
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 November 14, 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 November 14, 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: November 14, 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 November 14, 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/