When choosing food Russians appreciate quality rather than price.

MOSCOW, June 19, 2013. Russian Public Opinion Research Center (VCIOM) presents the data concerning what things Russians pay attention to when choosing products, as well as what difference in prices make them go the other end of the city to buy products. 

Doing shopping Russian consumers pay attention to the quality rather than the price. Twenty-nine percent against 27% of respondents report so. At the same time, those who read the content on the package are not numerous (12%). The shelf life is important for 18% of respondents. Less important are such factors as package, brand (5%, for each), and place of production (2%).

Quality of good is more important for Russians than price, especially for Muscovites and St.Petersburgians (34% of them choose quality, 26% - price), and residents of million cities (38 and 24%, respectively).

Most of consumers prefer making purchases in the nearest stores: 78% would not go to the other end of the city to buy products 10% cheaper. If the difference is 25%, forty percent of Russians would go to a removed store, but for 53% of Russians this difference makes no importance. Only if the difference in price makes up 50%, more than half of potential consumers (58%) would go to another part of the city to buy products there.

The poll revealed that the desire to economize on products at the expense of convenience is typical for rural area residents. The 5% difference in price can make travel to the other end of the city only 4% of the residents of Moscow and St.Petersburg and 14% of rural area residents. The distribution of answers is almost the same, if the difference in price is 10% (11 and 25%, respectively), 25% (32 and 54%, respectively), or 50% (58 and 69%, respectively).  

The VCIOM opinion polls were conducted on May 25-26, 2013. 1600 respondents were interviewed in 130 communities in 42 regions of Russia. The margin of error does not exceed 3.4%.

Note: Using materials from the site www.wciom.ru or wciom.com, as well as distributed by VCIOM, the reference to the source (or hyperlink for the electronic media) is obligatory!