Nearly 75 percent of global respondents say a brand's country of origin is as important as or more important than nine other purchasing drivers, including selection, price and quality, according to findings from the Nielsen Global Brand-Origin Survey released Wednesday.
The new research examined whether consumers prefer goods produced by global/multinational brands (defined as those that operate in many markets) or by local players (those operating only in a single market -- the respondent's home country), based on responses from more than 30,000 online respondents in 61 countries spanning 40 categories.
Respondents
