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McKinsey reported in 2018. Every fifth respondent mentioned that the recommendation of their inner circle was a key, and the feedback from fellow shoppers turned out to be relevant for roughly 10 percent of the polled. To the surprise of experts, only three to four percent of consumers recalled that celebrities and bloggers played an influencing role in their choice of a luxury brand.
Nearly one half of young luxury consumers across Russia were driven by brand popularity and awareness while choosing luxury brands, as Main purchasing drivers when choosing luxury brands in Russia as of March 2018, by age group*
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McKinsey & Company. (June 30, 2018). Main purchasing drivers when choosing luxury brands in Russia as of March 2018, by age group* [Graph]. In Statista. Retrieved May 28, 2024, from https://www.statista.com/statistics/1068488/key-factors-influencing-luxury-brands-choice-by-age-russia/
McKinsey & Company. "Main purchasing drivers when choosing luxury brands in Russia as of March 2018, by age group*." Chart. June 30, 2018. Statista. Accessed May 28, 2024. https://www.statista.com/statistics/1068488/key-factors-influencing-luxury-brands-choice-by-age-russia/
McKinsey & Company. (2018). Main purchasing drivers when choosing luxury brands in Russia as of March 2018, by age group*. Statista. Statista Inc.. Accessed: May 28, 2024. https://www.statista.com/statistics/1068488/key-factors-influencing-luxury-brands-choice-by-age-russia/
McKinsey & Company. "Main Purchasing Drivers When Choosing Luxury Brands in Russia as of March 2018, by Age Group*." Statista, Statista Inc., 30 Jun 2018, https://www.statista.com/statistics/1068488/key-factors-influencing-luxury-brands-choice-by-age-russia/
McKinsey & Company, Main purchasing drivers when choosing luxury brands in Russia as of March 2018, by age group* Statista, https://www.statista.com/statistics/1068488/key-factors-influencing-luxury-brands-choice-by-age-russia/ (last visited May 28, 2024)
Main purchasing drivers when choosing luxury brands in Russia as of March 2018, by age group* [Graph], McKinsey & Company, June 30, 2018. [Online]. Available: https://www.statista.com/statistics/1068488/key-factors-influencing-luxury-brands-choice-by-age-russia/