Price, convenience, taste and health a big factor to consumer purchase.
Ipsos’ Enhanced Media Metrics Australia (emma) study shows the vast majority of QSR consumers purchase exclusively brands whose brand attributes are based on price and convenience above other factors such as taste or healthy options.
There is some significant cross over, 74% of ‘healthy’ brand consumers such as Boost Juice etc. also consume ‘price and convenience’ brands like KFC and McDonalds. There is also some strong correlation between ‘taste’ and ‘healthy’ brands, 54% of taste brand consumers also purchasing ‘healthy’ brands too.
Additionally, when asked which QSR brand they visited most, 67% opt for ‘price and convenience’ brands as their go-to for fast food ahead of both ‘taste’ brands such as Nandos or ‘healthy’ options like Sumo Salad.
More information on emma available at emma.com.au.
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