During the time of the coronavirus pandemic, global consumers base their future decisions on how brands currently respond to the crisis. In March 2020, on average 65 percent of respondents indicated that a brand's behavior during the outbreak would have a huge impact on their likelihood to buy their products in the future. This was especially true for 88 percent of Chinese consumers and 79 percent of those located in India.
Share of consumers who will base their future purchase decisions on current brand response to the coronavirus pandemic worldwide as of March 2020, by country
Characteristic
Share of respondents
China
88%
India
79%
Brazil
76%
South Korea
73%
South Africa
70%
Italy
66%
Canada
65%
United Kingdom
64%
United States
61%
France
50%
Germany
45%
Japan
45%
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Share of consumers who will base their future purchase decisions on current brand response to the coronavirus pandemic worldwide as of March 2020, by country
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Question: Please indicate how much you agree or disagree with the following statements about brands and how they are responding to the current coronavirus pandemic. 9-point scale; top 4 box, agree: How well a brand responds to this crisis will have a huge impact on my likelihood to buy that brand in the future.
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Edelman. (March 20, 2020). Share of consumers who will base their future purchase decisions on current brand response to the coronavirus pandemic worldwide as of March 2020, by country [Graph]. In Statista. Retrieved March 15, 2025, from https://www.statista.com/statistics/1110309/influence-of-brand-response-to-covid-19-on-global-consumer-future-purchases/
Edelman. "Share of consumers who will base their future purchase decisions on current brand response to the coronavirus pandemic worldwide as of March 2020, by country." Chart. March 20, 2020. Statista. Accessed March 15, 2025. https://www.statista.com/statistics/1110309/influence-of-brand-response-to-covid-19-on-global-consumer-future-purchases/
Edelman. (2020). Share of consumers who will base their future purchase decisions on current brand response to the coronavirus pandemic worldwide as of March 2020, by country. Statista. Statista Inc.. Accessed: March 15, 2025. https://www.statista.com/statistics/1110309/influence-of-brand-response-to-covid-19-on-global-consumer-future-purchases/
Edelman. "Share of Consumers Who Will Base Their Future Purchase Decisions on Current Brand Response to The Coronavirus Pandemic Worldwide as of March 2020, by Country." Statista, Statista Inc., 20 Mar 2020, https://www.statista.com/statistics/1110309/influence-of-brand-response-to-covid-19-on-global-consumer-future-purchases/
Edelman, Share of consumers who will base their future purchase decisions on current brand response to the coronavirus pandemic worldwide as of March 2020, by country Statista, https://www.statista.com/statistics/1110309/influence-of-brand-response-to-covid-19-on-global-consumer-future-purchases/ (last visited March 15, 2025)
Share of consumers who will base their future purchase decisions on current brand response to the coronavirus pandemic worldwide as of March 2020, by country [Graph], Edelman, March 20, 2020. [Online]. Available: https://www.statista.com/statistics/1110309/influence-of-brand-response-to-covid-19-on-global-consumer-future-purchases/
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