Best Buy Award: Millennials in Croatia Prefer Allianz, eKupi, Bnet, FlixBus, Colgate…

Products and brands such as Allianz, eKupi, Bnet, FlixBus, Colgate, Nescafé, Volkswagen are among the best choices for millennials in Croatia when seeking the best price-quality ratio of products and services in the Croatian market.

These are the results of the latest innovative research regarding the most favorable purchase award in Croatia – Best Buy Award Millennials Croatia 2018/2019 conducted by the international organization ICERTIAS. This research measures the experience and satisfaction of young consumers, the price-quality ratio of products and services available in the Croatian market. The research was conducted during June 2018.

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Global trends indicate that the behavior of a specific group of consumers is extremely important for a company and its growth, namely the Millennials consumer group (born between 1982 – 2000), who are the backbone of the innovative – Best Buy Award Millennials research.

The questions in the Best Buy Award Millennials research were open-ended, meaning respondents were not given predefined answers. Respondents could freely name manufacturers and service providers that, based on their experience, offer the best price-quality ratio in the market.

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For example, respondents from the Millennials generation were asked the following question in the survey in the category of “digital television”:

“Please name the provider of digital television services (access to various television channels via digital/internet/cable connection) that, based on your personal experience or the experience of those close to you, offers the best price-quality ratio in the Croatian market.

The most common response from respondents to this question was – “Bnet”.

In the category of “insurance company”, the first place (most votes from Croatian consumers of the Millennials generation) was won by Allianz.

In the category of family cars, the first place was taken by Volkswagen.

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The first places in other categories researched in Croatia were also taken by eKupi (online store), Colgate (toothpaste), Nescafé (instant coffee), FlixBus (international bus transport), Decathlon (store for sports shoes, clothing, and equipment), PIP (honey), Gavrilović (mortadella), Mulino Bianco (toast), Jar (dishwashing detergent), L’oreal (hair shampoo), Gorenje (white goods manufacturer), Aqua Maris (nasal spray), Dove (deodorant), Ožujsko (beer), etc.

In the research on the best price-quality ratio – Best Buy Award Millennials Croatia, respondents were asked to give their own opinion on what, based on their personal experience with certain categories of products and services present in the Croatian market, represents the best price-quality ratio.

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It is important to note that the Best Buy Award research does not measure market shares or brand strength, but exclusively and solely the experience, satisfaction, and perception of respondents regarding the price-quality ratio of services, products, and offerings in the market.

Methodology and Sampling

The Best Buy Award Millennials Croatia 2018/2019 research was conducted by the international organization ICERTIAS – International Certification Association GmbH on a sample of 1,200 respondents. All respondents who participated in the research are citizens of Croatia – exclusively internet users aged 18-37 years (Millennials generation – Generation Y). The survey was conducted via a web survey during June 2018, using the CAWI – DEEPMA (Computer Assisted Web Interviewing – Deep Mind Awareness) method.

Millennials in Focus

Millennials are one of the largest generations on Earth, and thus their share in the workforce is significantly increasing. Older Millennials, those aged 25-35, are currently in the years when they will spend the most (independence, starting a family, etc.).

Their size and purchasing power are what make them an extremely important consumer group in the years to come.

Millennials are young consumers and professionals who inevitably carry high life value. They are currently in a life phase where they earn independently, allowing them to spend more; thanks to a high level of education, they are building careers and striving for advancement to achieve higher salaries; they are starting families, which increases their volume and content of purchases.

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Currently, their attitudes towards products and services are being formed, and they can still be influenced, making them of long-term importance for every company.

Millennials are innovators who are the first to embrace new products in the market and influence their children and parents through their purchases – influence power.

The goal of the Best Buy Award project and certificate is to simplify the search for products and services with the best price-quality ratio. The aim of the project is to make it easier for consumers to find the best products and services in the market.

Best Buy Award – Award for the Best Price-Quality Ratio

For each researched category, only one product (or service) can carry the Best Buy Award sign, which, thanks to the highest number of consumer votes, has placed at the top of its category.

The Best Buy Award research is conducted in accordance with the provisions of the International Code for the Conduct of Market and Social Research, established by the International Chamber of Commerce (ICC) and the World Association for Market Research Professionals (ESOMAR).