NZ shoppers among most savvy - survey

New Zealand shoppers are more concerned with the value and quality of a product than its branding. Photo / Michael Craig

New Zealand consumers are among the most savvy, intelligent and cynical in the world when it comes to their receptivity to advertising and branding, according to a major survey.

A branding expert endorsed the findings and said Kiwis were typically more practical than emotional in the way they made purchasing decisions.

Nielsen surveyed about 29,000 people online in 58 countries. The survey found Kiwi shoppers were less concerned with how famous a brand was than its quality, authenticity and usefulness.

Only 17 per cent of Kiwis said they would be willing to pay more for designer products than for those with the same functions.

That compared to 74 per cent of Chinese consumers and a global average of 44 per cent who said they would pay more for top brands.

While more than half of global consumers said commercials increased their preference for buying a brand, a mere 32 per cent of New Zealand consumers agreed with this statement.

Again, New Zealand came out near the bottom of the list when asked if they liked to buy products from famous brands.

Just 31 per cent agreed, compared to the global average of 47 per cent, and 55 per cent in the Asia Pacific region.

Nielsen spokeswoman Suzie Dale said New Zealanders and Australians felt strongly about obtaining value when making a purchase.

"We tend to have a cynical side when it comes to advertising and branding, and like to see ourselves as intelligent shoppers who aren't won over solely by marketing claims but instead buy a product based on merit and the value it offers."

James Bickford, New Zealand managing director of global branding agency Interbrand, said Kiwis were far less emotional in their decision-making.

Dale said what really mattered to Kiwis and Australians was whether a product met their needs, regardless of its prestige.