Adobe Express has released an extensive study exploring what makes UK consumers choose or reject a brand, offering valuable insights into customer preferences across various sectors. The research, based on a survey of 1,500 UK consumers in November 2024, reveals the importance of quality, customer service, and effective marketing tactics in consumer purchasing decisions.
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The study highlights that 73% of consumers identify product quality and reliability as the primary factors that would keep them loyal to a company. In fact, 93% of consumers would stop buying from a brand entirely if they received poor-quality products or services. This underscores the significant role quality plays in shaping consumer attitudes.
'Quality control and customer experience are paramount for brands to succeed, especially during busy periods. Ensuring high standards from the product itself to delivery, including proper packaging, can help maintain loyalty,' said Adobe Express.
In addition to product quality, affordability and positive recommendations play a key role in consumer decisions. A notable 70% of participants cite affordable prices as an attraction, while 52% are influenced by word-of-mouth recommendations. Furthermore, consumers seek personal recommendations (24%) and are drawn to brands with ethical values, such as sustainability (18%).
The study also identifies several marketing pitfalls that turn consumers away. Over half of respondents (52%) stated that an overwhelming number of marketing emails and notifications would make them less likely to engage with a brand. Similarly, intrusive advertising (41%) and misleading product descriptions (39%) are seen as major turn-offs.
The survey also explored specific sectors, showing that in the creative, arts, and design industry, 73% of consumers prioritise product quality and reliability when purchasing. In the leisure, sport, and tourism industry, affordability is the most important factor, with 83% of people seeking reasonably priced gifts. In the media, internet, and tech space, 88% of consumers look for high-quality products as their main purchasing motivator.
The study sheds light on the need for brands to align their marketing and customer service strategies with consumer expectations. Brands must avoid oversaturating customers with promotional content and focus on creating authentic, transparent relationships.
Adobe Express has also provided recommendations for businesses to improve their customer retention and satisfaction levels, stressing the importance of consistency, value, and clear communication.
To read the full study and explore industry-specific insights, visit: Adobe Express Customer Satisfaction Index.
More information:
Adobe Express
www.adobe.com