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Factors influencing the brand decision in the target group benchmark
The survey differentiates how brand choice drivers — price-performance, quality, sustainability and social media — diverge between sports fans and Gen Z.
The survey differentiates how brand choice drivers — price-performance, quality, sustainability and social media — diverge between sports fans and Gen Z.
PREMIUM
Source
Source
ONE8Y
Survey period
Survey period
01/26/2025 - 01/30/2025
Survey country
Survey country
Germany
Sample
Sample
n=1,650 total population surveyed, compared to n=1,226 people interested in sports (top 2 on 4-point scale) and n=357 Gen Z
Question
Question
What factors influence your choice of brand the most? (multiple answers possible; aided answers)