Preferred Brand Research Articles

How Does Cultural and Colonial Heritage Affect Optimal Branding Strategies? Evidence From the Rice Sector in Senegal

ABSTRACTAfrica's cultural and colonial heritage has profoundly segmented rice markets. Whereas in ancient centers of rice domestication, consumers maintained preferences for local rice consistent with their cultural heritage, preferences have shifted toward imported Asian rice in coastal areas around seaports, due to prior exposure to colonial import substitution policies. To enhance the competitiveness of locally produced rice relative to imported versions, it is necessary to tailor new local rice products to both market segments. A study was conducted in Senegal to test branding strategies for local rice in a country where both market segments coexist. Brands that mimic local and international labels were developed for local rice, and urban consumers bid to upgrade non‐preferred to preferred brands through the Becker–DeGroot–Marschak (BDM) mechanism. Contrary to expectations, results from an endogenous switching regression show that descendants from ancient Senegalese rice domesticators placed premiums on local rice with foreign‐looking brands, indicating that foreignness is perceived as a quality cue even in market segments rooted in cultural heritage. Thus, branding local rice using a combination of local and foreign cues could be an effective strategy in promoting domestic rice to both segments shaped by cultural and colonial heritage.

Understanding consumers’ non-compensatory and heterogeneous preferences for electric vehicles

Previous studies eliciting preferences for battery electric vehicles (BEVs) assume the compensatory behavior of consumers, where all attributes of available alternatives are weighted in reaching a choice. However, consumers might follow non-compensatory rules where BEVs may become unattractive beyond certain attribute thresholds (i.e., cutoffs). To investigate non-compensatory and heterogeneous BEV preferences, we estimate a latent class model with attribute cutoffs using the preferences of over 800 potential car buyers from Singapore. We distinguish between early and late BEV adopters and their behaviors, highlighting the relevance of our findings in accelerating BEV adoption across various stages. For example, while current incentives primarily target reducing upfront costs, subsidizing electricity could be particularly effective for late adopters who prioritize future savings on operational expenses. Additionally, increasing the availability of BEV models from top-selling brands could effectively drive early BEV adoption in Singapore because early adopters place higher value on the availability of BEV models from the preferred brands when it is below their cutoff.

Covid-19, consumer responses, and impulse buying behavior: Anxiety levels of consumers and the role of traditional and new media

COVID-19 outbreak has psychologically affected consumers in Turkey, and it reflects to consumer behavior. The purpose of the study is to examine the relationship between impulse buying behavior and anxiety levels in the COVID-19 epidemic process and to determine the changes in consumer responses as well as the role of traditional media and social media. The secondary purpose of the study is to determine whether consumers differentiate regarding impulse buying behaviors and anxiety levels on the basis of their socio-demographic characteristics. Online questionnaires were conducted with 776 consumers throughout Turkey. The results revealed that approximately 42% of the consumers bought and stored large amounts of products. Consumers bought products mostly in the fresh food category, as well as in the personal hygiene and household cleaning categories. Consumers preferred brands and intermediaries that they thought were healthy and hygienic. Official statements and TV news were the most important source motivating people to shop beyond normal. It is determined that more than 20% of the consumers followed COVID-19 news from social media groups. It was found that the level of anxiety was higher in young, women, and singles. During the COVID-19 outbreak, there has been a positive correlation between impulse buying behavior and anxiety level.

Empirical illustrations of student’s perception of a preferred employer brand

PurposeTo examine the employer brand attributes that attract students to various organisations. This paper studies the perceived importance levels of students in the context of employer brand dimensions.Design/methodology/approachThis paper is based on a well-administered and structured questionnaire with survey results to test the effectiveness of the employer brand model. The researcher received a convenience sample of 416 filled questionnaires out of the 550 distributed questionnaires. Independent sample and paired sample t-tests were run to test the hypotheses.FindingsDevelopment value emerged as the most potent factor, whereas interest value emerged as the least favoured characteristic of an employer brand. Further analyses revealed no significant differences regarding the perceived levels of importance for dimensions of employer brand in relation to gender. Distinct significance levels are associated with various dimensions of employer brand, so companies should carefully emphasise and facilitate those dimensions. The managers could design their job advertisements to attract skilled employees based on the essential values depicted in this study.Originality/valueThe study contributes valuable suggestions for organisations to formulate an effective employer brand for successful recruitment strategies.

Understanding pesticide purchase practices and brand preferences among cotton growers in District Muzaffargarh, Punjab, Pakistan

In Pakistan, the pesticide use has increased over the years. Several companies market different pesticide brands and compete for capturing the attention of growers. This study was aimed at determining the pesticides buying behavior and brand preferences of cotton growers. Two leading cotton production districts including Multan and Muzaffargarh of South Punjab were selected. The study used quantitative research approach and data were collected from 160 cotton growers with the help of a survey questionnaire. The questionnaire included questions regarding farmers buying behavior and brand preferences towards pesticides. Data were analyzed using descriptive statistics and multivariate statistical techniques with the help of SPSS software. Results indicated that the major preferred brands included Bayer crop science, Syngenta, FMC Corporation and Arysta life science. Quality of the products and effectiveness were the major attributes that were given importance by cotton growers. Price of product, distance between farm and dealer shop, peer group advice, brand reputation, credit availability, and dealer suggestion were also given importance regarding purchase of pesticides. While discount and subsidy and advertisement were given less importance by the respondents. Results of this study can help pesticide firms in strategies formulation as well as product development to get attention of the cotton growers.

A Study of Financial Planning and Forecasting With Reference to Indian Oil Corporation Limited

Financial planning is a ceaseless procedure of guiding and designating financial assets to meet strategic goals and targets. The yield from financial planning appears as budgets. The most generally utilized type of budgets is Pro Forma or Budgeted Financial Statements. The establishment for Budgeted Financial Statements is Detail Budgets. Detail Budgets incorporate sales conjectures, production figures, and different gauges in help of the Financial Plan. On the whole, these budgets are alluded to as the Master Budget. We can likewise separate financial planning into planning for tasks and planning for financing. Working individuals centre around sales and production while financial planners are keen on the best way to back the tasks. In this manner, we can have an Operating Plan and a Financial Plan. Be that as it may, to keep things basic and to ensure we incorporate the procedure completely, we will consider financial planning as one single procedure that includes the two tasks and financing. Financial Planning begins at the highest point of the organization with strategic planning. Since strategic choices have financial ramifications, you should begin your planning procedure inside the strategic planning process. Inability to interface and associate planning with strategic planning can result in budgets that are "dead on landing." Strategic planning is a formal procedure for setting up goals and targets as time goes on. Strategic planning includes building up a statement of purpose that catches why the organization exists and plans for how the organization will flourish later on. Strategic targets and relating goals are created dependent on an exhaustive evaluation of the organization and the outer condition. At last, strategic plans are executed by building up an Operating or Action Plan. Inside this Operating Plan, we will incorporate a total arrangement of financial plans or budgets. Indian Oil Corporation Limited (IOCL), also known as Indian Oil, is an Indian government-owned oil and gas explorer and producer, a significant player in the country's energy sector. Headquartered in New Delhi, it is the largest commercial oil company in the country, with a significant presence across the value chain of the petroleum industry, including refining, pipeline transportation, and marketing of petroleum products. IOCL's Chennai operations are a vital part of its extensive network, contributing significantly to its overall performance. IOCL's operations in Chennai also include a sprawling network of pipelines. These pipelines are crucial for the efficient transportation of crude oil to the refinery and the distribution of refined petroleum products to different parts of the region. This network ensures a consistent and reliable supply of fuel, which is vital for the economic development of the area. The retail network of IOCL in Chennai and the surrounding region is extensive, with numerous petrol and diesel stations. These retail outlets not only provide fuel but also offer a range of services and products to consumers. IOCL's focus on customer satisfaction and service quality has made it a preferred brand among consumers. Moreover, IOCL has been at the forefront of adopting innovative technologies and sustainable practices in its operations. The company has undertaken several initiatives in the areas of energy conservation, emission reduction, and waste management to minimize its environmental footprint. These efforts underscore IOCL's commitment to environmental sustainability and its role in promoting green energy alternatives. Indian Oil Corporation Limited's Chennai operations are integral to its strategic objectives and overall success. Through its refinery, pipeline network, and retail outlets, IOCL not only contributes significantly to India's energy security but also plays a pivotal role in the economic development of the region. With a focus on innovation, sustainability, and customer satisfaction, IOCL is poised to continue its leadership role in the Indian petroleum industry. I have chosen Indian Oil Corporation Limited (IOCL) for a project offers a unique opportunity to engage with one of India's leading public sector enterprises, playing a pivotal role in the country's energy sector. IOCL's diverse operations, spanning across refining, pipeline transportation, and marketing of petroleum products, provide a rich learning ground for interns. The exposure to a vast spectrum of operations allows for an in-depth understanding of the energy industry's complexities, offering invaluable insights into both the technical and business aspects of the field. The mentorship and training provided by industry veterans at IOCL are unparalleled, equipping interns with the skills and knowledge necessary to thrive in their future careers. Additionally, the organization's emphasis on corporate social responsibility and community engagement initiatives offers a broader perspective on the impact of business operations on society and the environment. In IOCL is not just a step in one's career journey but a leap into a world of opportunities for growth, learning, and making a meaningful contribution.

Pemanfaatan Tepung Bekatul Sebagai Substitusi Bahan Pembuatan Stik Bawang

Stick is one of cake’s type that flat, long, like a cane, has a savory taste, has a crispy texture and the final process is through frying (Fransiska 2019). The aims of this study was to the determine the level of community interested for the experimental and brand stick on the stick product, make certain about the total food fiber content in the experimental stick, and calculate the selling price in the experimental sticks. The research method used is a descriptive analysis of the percentage using microsoft excel aplications, laboratory tests to determine the total nutritional content of food fiber using AOAC gravimetry, and calculating the selling price using the Break Event Point (BEP) analysis. The results showed that the most preferred brand was brand B. Laboratory test results of the average total food fiber content in sticks sequentially showed that bran flour substitution was 0% (9,66%), 6% (9,94%), 8% (16,07%) and 10% (17,87%). The results of the calculation of Break Event Point (BEP) on the stick with a 10% substitution of bran flour with sales of Rp.70.794.800 and can be reached in 191 days.

A study on the perception of farmers about biopesticides in Karnataka

Biopesticides are becoming more popular as a safe and chemical-free alternative to chemical pesticides. This shift is important in ensuring the quality of agricultural products and promoting environmental sustainability. The study analyzed farmers’ perceptions of biopesticides in the Sirsi district of Karnataka. The study collected primary data through a well-structured questionnaire from 120 farmers in 3 talukas of the district. The study found that farmers had a strong understanding of the availability, prices, benefits, and application doses of biopesticides. They gained their knowledge through company sales representatives, progressive farmers, practical demonstrations, and social media. However, traditional media channels such as television, newspapers, and radio had limited impact in disseminating information about biopesticides. The farmers’ decision-making process while purchasing biopesticides was significantly influenced by factors such as effectiveness in pest control, past experiences, pricing considerations, and the opinions of fellow farmers. Despite this awareness, the study identified challenges such as delayed product effects, sub-optimal performance, high prices, and the unavailability of preferred brands.

Explainable artificial intelligence (xAI) in neuromarketing/consumer neuroscience: an fMRI study on brand perception.

The research in consumer neuroscience has identified computational methods, particularly artificial intelligence (AI) and machine learning, as a significant frontier for advancement. Previously, we utilized functional magnetic resonance imaging (fMRI) and artificial neural networks (ANNs) to model brain processes related to brand preferences in a paradigm exempted from motor actions. In the current study, we revisit this data, introducing recent advancements in explainable artificial intelligence (xAI) to gain insights into this domain. By integrating fMRI data analysis, machine learning, and xAI, our study aims to search for functional brain networks that support brand perception and, ultimately, search for brain networks that disentangle between preferred and indifferent brands, focusing on the early processing stages. We applied independent component analysis (ICA) to overcome the expected fMRI data's high dimensionality, which raises hurdles in AI applications. We extracted pertinent features from the returned ICs. An ANN is then trained on this data, followed by pruning and retraining processes. We then apply explanation techniques, based on path-weights and Shapley values, to make the network more transparent, explainable, and interpretable, and to obtain insights into the underlying brain processes. The fully connected ANN model obtained an accuracy of 54.6%, which dropped to 50.4% after pruning. However, the retraining process allowed it to surpass the fully connected network, achieving an accuracy of 55.9%. The path-weights and Shapley-based analysis concludes that, regarding brand perception, the expected initial participation of the primary visual system is followed. Other brain areas participate in early processing and discriminate between preferred and indifferent brands, such as the cuneal and the lateral occipital cortices. The most important finding is that a split between processing brands|preferred from brands|indifferent may occur during early processing stages, still in the visual system. However, we found no evidence of a "decision pipeline" that would yield if a brand is preferred or indifferent. The results suggest the existence of a "tagging"-like process in parallel flows in the extrastriate. Network training dynamics aggregate specific processes within the hidden nodes by analyzing the model's hidden layer. This yielded that some nodes contribute to both global brand appraisal and specific brand category classification, shedding light on the neural substrates of decision-making in response to brand stimuli.

Knowledge and Consumption Practice of Energy Drinks among Medical University Students in Mosul, Iraq

Objective: Energy drinks are gaining popularity, and their consumption is associated with adverse effects. This study aims to explore the level of knowledge regarding energy drinks among medical students and the practices of those students who consume these products. Methods: A cross-sectional, questionnaire-based study design was adopted for this work. The survey was distributed among students of medical colleges at the University of Mosul to assess their knowledge and practices regarding energy drinks. Results: A total of 1298 students participated in the study, with 60% being females. Most of the students (89%) knew what energy drinks are, but only 42% knew their ingredients. Almost all the students (95%) were aware that energy drinks have adverse effects, but only a few knew about any beneficial effects these products might have. Only 30% of the participants admitted to consuming energy drinks, with more than half of those students drinking less than five cans monthly. Sugar-containing products were more favored than sugar-free ones, and Tiger™ was the most preferred brand of energy drinks among students. Forty-one percent of the energy drink-consuming students reported experiencing side effects. The knowledge of the side effects of energy drinks was the most commonly reported reason for not consuming these beverages. Older male students in their last two years of study and those living within the city were found to be more knowledgeable about energy drinks. Conclusions: The level of knowledge regarding energy drinks was low, which should be a cause for concern, especially given the increasing popularity of energy drinks and the marketing campaigns targeting youth.

User perception and acceptance of softshell headgear amongst youth rugby players

This study investigated the attitudes, preferences, motivations and acceptance of softshell headgear among youth rugby players. Female and male rugby players (ages 13-17) were surveyed regarding headgear use during training and matches, discontinuation reasons, preferred brands, motivations for use, and reasons for non-use. We assessed confidence without headgear, head injuries, familiarity with specifications, and awareness of benefits/risks. Most (86%) didn't wear headgear during training; 74.4% abstained in matches. Reasons for discontinuation included discomfort and perceived ineffectiveness. Parental advice (78%) and injury protection (52%) drove headgear use. Non-use reasons: lack of ventilation (67%), bulkiness (50%), discomfort (44%), non-compulsory use (36%), and lack of consideration (36%). 44.2% believed headgear protects against head injuries; 30.2% were unsure. The results of this study indicate a range of attitudes among youth rugby players towards the use of headgear. Understanding their motivations and concerns is crucial for improving player safety. While some players see headgear as a valuable protective measure, others are deterred by factors such as discomfort and lack of ventilation. There is a need for greater awareness and education about headgear benefits and risks among rugby players, potential modifications to headgear design to enhance comfort and ventilation should be explored and further research conducted to explore the benefits that headgear has for head impact protection.

Determination of radon concentrations and physicochemical parameters of non-alcoholic carbonated beverages consumed in Türkiye and assessment of radiological health risk

ABSTRACT The strategy for controlling the existence of radionuclides in drinking water depends upon an individual dose criterion (IDC) of 0.1 mSv/y, which represents a very low level of risk that is not expected to cause any identified adverse health effects. Radon gas, considered a carcinogenic radionuclide, can dissolve and accumulate in drinking water. Non-alcoholic carbonated beverages (NACBs), which mainly contain drinking water, phosphoric acid, citric acid, caffeine, and sugar, represent one of the most consumed groups worldwide and in Türkiye. In this study, the radon activity concentration and some physicochemical characteristics of 45 NACB samples from 24 most preferred commercial brands in Türkiye were determined to assess the radiological health risk associated with the ingestion of these samples. Radon activity concentrations measured in NACB samples using the AlphaGUARD radon analyzer ranged from 22.8 ± 0.7 to 54.9 ± 1.7 mBq/L. The pH, conductivity, total dissolved solids, and brix values in NACB samples ranged from 2.31 to 7.29, 401 to 3281 μSv/cm, 355 to 2453 mg/L, and 0.10 to 12.95%, respectively. Total (ingestion and inhalation) annual effective doses and the corresponding excess lifetime cancer risks estimated for adults to assess the radiological health risk are significantly below the IDC and advised safety limit (10−3), respectively.

Attention to brand labels affects, and is affected by, evaluations of product attractiveness

When considering whether to purchase consumer products, people consider both the items' attractiveness and their brand labels. Brands may affect the decision process through various mechanisms. For example, brand labels may provide direct support for their paired products, or they may indirectly affect choice outcomes by changing the way that people evaluate and compare their options. To examine these possibilities, we combined computational modeling with an eye-tracking experiment in which subjects made clothing choices with brand labels either present or absent. Subjects' choices were consistent with both the attractiveness of the clothing items and, to a smaller extent, the appeal of the brands. In line with the direct support mechanism, subjects who spent more time looking at the brands were more likely to choose the options with the preferred brands. When a clothing item was more attractive, subjects were more likely to look longer at the associated brand label, but not vice versa. In line with indirect mechanisms, in the presence of brand labels subjects exerted more caution and showed marginally less attentional bias in their choices. This research sheds light on the interplay between gaze and choice in decisions involving brand information, indicating that brands have both direct and indirect influences on choice.

Identifying Consumer Preferences for New Generation Vehicles Using Multidimensional Preference Analysis

In recent years, developments in the automotive sector have impacted consumer preferences in transportation, creating more options for consumer needs in this area. Changing consumer needs raises a number of complex issues, such as how automotive companies should develop their products and what actions should be taken to ensure that their brands are popular with consumers and increase their loyalty. It is necessary to investigate the preferences of consumers regarding electric cars, which are expected to be among the types of vehicles that will become increasingly popular in the near future in terms of efficiency and utility. The aim of this study is to investigate consumers’ purchasing processes, to determine the preferred brands and car features in this process and to determine consumers’ expectations of new car models. At the same time, this study aimed to assess car users’ perspectives on electric vehicles and examine participants’ preferences for traditional fuel types such as gasoline, diesel and LPG, as well as electric and hybrid vehicles. The study used a questionnaire to collect data from customers of an automotive company to identify the factors that influence consumer preferences in the automotive sector. As part of the study, a 16-question questionnaire was randomly distributed to 405 respondents. In analysing the data, descriptive statistics were used to determine the demographic characteristics of the participants, chi-square tests were used to examine the relationships between demographic characteristics and factors influencing consumers’ purchasing decisions, and multidimensional preference analysis methods were used to determine the most important and most preferred characteristics of customers when purchasing. The multidimensional preference analysis method, a multivariate statistical method, provides valuable information about the factors that determine consumers’ preferences and decisions. Multidimensional preference analysis provides companies with an important perspective on both competition and the identification of gaps in the market. According to the results of the data analysis, participants indicated that a new generation car should have low fuel consumption and a good safety system. While the environmental friendliness of electric vehicles and the increase in diesel and gasoline prices were the main reasons for their preference, the reasons for nonpreference were problems with recharging.

Millennials' brand legitimacy judgements amid a global crisis: A deeply rooted affair

AbstractMany established clothing brands did not survive the global COVID‐19 pandemic, while some unexpectedly departed from countries such as South Africa which is a gateway for clothing imports in Africa. This raised questions about consumers' legitimacy perceptions of clothing brands, hence brands' worthiness of support during trying times. This study subsequently investigated Millennials' beliefs about clothing brands' appropriateness (pragmatic legitimacy); ethical worthiness, and potential to support self‐worth (cognitive legitimacy), arguing that this cohort, based on considerable market size and particular interest in clothing, significantly influences brands' survival in the marketplace. Uniquely integrating the Classical Delphi Technique, a focus group discussion and Means‐End‐Chain (MEC) analysis in a 3‐phase mixed method endeavour (involving N = 53; N = 10 and N = 350 participants respectively), the study identified Millennials' preferred clothing brand attributes and the related consequences associated with brands worthy of support. Using MEC's series of hierarchical value maps, findings were translated in terms of the underlying predominant values that direct Millennials' brand choices. ‘Hedonism’ and ‘security’ subsequently emerged as the predominant personal values—per Schwartz's (1994) value continuum—that drive Millennials' brand legitimacy inferences, suggesting pertinent approaches in retail to satisfy consumers' needs. Recommendations for future research include a differentiation of gender differences, and other demographic segments to facilitate market segmentation, and a follow‐up quantitative study. Implications for retail and business strategy are presented.

Power of Social Media in Political Marketing – An India Based Empirical Study

This study aims to understand the importance of different factors of social media, along with relevant demographic variables of voters to predict a voter’s preferred political brand, in the context of the Indian Lok Sabha elections. To identify the relevant demographic variables, we have gone through previous literature. However, due to the lack of substantial India-based academic literature that could help us to identify the important factors of social media campaign, we referred to US-based academic literature and attempted to obtain the superset of social media impact variables. Thereafter, we conducted focussed group discussions to identify the most important attributes, which we’ve used in our survey study. We have chosen greater Kolkata to conduct the survey. We have used multinomial logistic regression model with voters’ preferred political brand as a dependent variable with four choices. We observed that there is no significant difference between the intercept and final (including all predictors) model and also found that no individual demographic and social media impact variables are significant predictors of voters’ preferred political brand. We also measured comparative effect on different political parties for each independent variable. That would help political marketers to target specific segments with effective communication and campaign plan.

Marketing Communication Analysis of the Consumer Decision Making Process

Consumers often purchase new products associated with preferred brand names. Their favorable attitude toward a brand name is often the result of repeated satisfaction with other products produced by the same company. Sometimes attitudes follow the purchase and consumption of a product. For example, consumers may purchase a branded product without having any prior attitude towards it because it is the only product of its kind available. There are many aspects to consumer behavior. The experience of using products and services, as well as the sense of pleasure derived from owning, collecting, or consuming goods and experiences contribute to consumer satisfaction and overall quality of life. These consumption outcomes or experiences, in turn, influence the consumer's future decision-making process. The importance of ownership and experience, a broader consumer behavior perspective may view consumer choice as the beginning of the consumption process, not just the end of the consumer's decision-making efforts.

Determinants Impacting Farmers' Selection of Various Agrochemical Brands of Uttar Pradesh

Agriculture drives India's economy with 59% population dependence and 23% GDP contribution. Amidst diminishing cultivable land, employing modern techniques, quality pesticides, and high-yield seeds ensure food security and export stability. Agrochemicals crucially protect crops, doubling yields in the last five decades. To explain various dimensions of agrochemical usages in between farmers, this study was undertaken and a total sample of 100 farmers were investigated. In the study area of Uttar Pradesh, factors influencing farmers' pesticide brand preferences include retailer recommendation, competitive price, and quality as primary factors, while co-farmer opinion, sales promotion, and advertisement have minimal influence etc. were studied. As for the study of the majority of sampled farmers (87.00%) favored Saafbrand as their top choice, followed by Tebusulph (79%) and Indofil M-45 (63%) as their second and third preferences, respectively. Sofiya (51.00%), Sprint (39.00%), Miradore (24.00%), Haru (12.00%), Roko (9.00%), and Cocide (4.00%) were moderately preferred brands among Uttar Pradesh farmers. This research paper includes various marketing shares of various pesticide, insecticide and weedicides.

20대 여성의 화장품 구매행동연구

This paper investigates the current and past cosmetic purchasing behaviors of Korean women in their twenties, researches the changes, and investigates the sales types. The purchasing behaviors and brand characteristics of cosmetics that consumers pursue are also analyzed. The purpose is to provide basic data for future cosmetics marketing. A questionnaire was distributed to women in their 20s living in Korea. A total of 300 questionnaires were distributed and 298 questionnaires were used for final analysis. Data were analyzed using the SPSS 25.0 program. For the data processing analysis method, frequency analysis was conducted to find the general characteristics. A cross-tabulation was conducted to find the difference in purchasing behavior according to general characteristics. As a result of researching current and past cosmetic purchasing behaviors of women in their 20s, it was found that the purchase rate of cosmetics at road shops decreased compared to 10 years ago, and the purchase rate at drugstores (Olive Young) increased. When purchasing road shop cosmetics, it was predicted to that the product would be purchased online, but it turned out to be purchased at drugstores. Mobile Internet purchases also increased by about eight times compared to 10 years ago. The reason for the preference for drugstores was ‘convenient accessibility’ with a frequency of 50%, and the most preferred drugstore brand was Olive Young, with a frequency of 94.3%

Partisanship predicts COVID-19 vaccine brand preference: the case of Argentina

The COVID-19 pandemic underscored the significance of overcoming vaccine adoption resistance and addressing real and perceived barriers for efficient vaccination campaigns. One major problem faced by health systems around the world was that people’s preferences for a specific brand of vaccine often delayed vaccination efforts as people canceled or delayed appointments to receive their preferred brand. Therefore, in the event of another pandemic, it is important to know which factors influence preferences for specific vaccine brands. Previous literature showed that consumers choose products that are congruent with their self-concept, which includes their political affiliation. Given that the discourse around vaccine brands has been strongly politicized during the pandemic, in our work, we test whether partisanship influences preferences for COVID-19 vaccine brands. To test this, we collected survey data from Argentina (N = 432), a country with a clear bi-partisan structure and where a variety of vaccine brands were administered, both from Western and Eastern laboratories. We found that supporters of the ruling party, which had strong ties with Eastern countries such as Russia and China, perceived Eastern vaccine brands (e.g., Sputnik V) to be more effective and safer than Western ones (e.g., Pfizer) whereas the contrary was true for supporters of the opposition. Our results also showed that supporters of the opposing party were more likely to wish to hypothetically switch vaccines, to delay their appointment in case of not receiving their preferred brand, and to disapprove of their local vaccination campaign. Our results demonstrate that political party affiliation biases perceptions of both vaccine brands’ quality and vaccination campaign effectiveness. We anticipate that our results can inform public policy strategies when it comes to an efficient vaccine supply allocation, as political affiliation is a measurable and predictable consumer trait.