It will be difficult for Ukrainian manufacturers to " As consumers in various European markets prefer their local brands and manufacturers. This is shown by the results of a study by the research company Gradus Research.

“These studies demonstrate that Europeans tend to choose local brands from their countries, this is the norm in Europe…,” comments Evgenia Bliznyuk, sociologist, founder and director of Gradus Research. — The main driver of choice is the perception of the country as a quality producer. This is a brand of a country, consisting of a large number of brands and specific products, and works as a whole for a country as a wish to buy"

In general, the countries studied can be divided into three broad categories:.

the first is countries that are comparatively easier for other manufacturers to enter, because consumers are loyal to foreign manufacturers. Ukraine, Poland and, to a certain extent, Italy fall into this category.. Consumers of these countries are open to foreign offers;

The Netherlands and Germany fall into the category of moderate countries, there is a lot of loyalty to local producers, but they are considering buying brands from other countries at a high level.;

third category - markets closed to foreign manufacturers - Great Britain and France. They show themselves to be patriotic consumers who, above all, pay attention to their brands and are not very willing to buy foreign goods..

By what criteria do buyers choose a manufacturer.

The high quality factor is the most filled, and it is in this field that countries compete with each other.. In almost all countries in the top, except for their own manufacturer, there are Germany, the USA and sometimes France, and sometimes the UK.

Very often these neighboring countries, for example, Germany is the second choice for the Netherlands and France. However, Ukraine and Poland generally put Germany at the forefront, believing that these goods are of the highest quality.. Therefore, we can conclude that Ukrainians and Poles still prefer non-local producers.

If we consider the price attractiveness factor, then China breaks out into the mountain. In fact, in all countries he is a very significant player. As for Ukraine, it is the most attractive in terms of price for Poland, among all the countries studied.

The attractiveness of brands in terms of availability and distribution is an important factor. In Ukraine, Poland and China are the highest and closest categories. But distribution in other countries depends on specific companies, individual networks that are built. For the UK, this is China and the USA, for the Netherlands, Germany and China, for Italy, the USA and China. There is a large presence of China also due to online trading and other distribution channels filled with Chinese goods..