Study: 24% Of Russians Stay Brand Loyal Despite Competitor Discounts

One in four Russian consumers always buy the product of the brand they came for. They remain loyal to the brand, even if a similar product from another manufacturer is 50% cheaper. This was discovered in a recent study by SberMarket and ResearchMe.

80% of buyers are ready to forget their usual store if they see more attractive promotions for the right products in another. Most Russians will trust a discount of 30-40% rather than 50%. Few people find a 10% price reduction attractive – only 7% of respondents will pay attention to it. Every second person will consider a discount of 30% or more.

86% of Russians always notice sales, and 64% see promotional items as an opportunity to save money. 68% of the respondents pay attention to the “red” price tag in the store. Every fifth (17%) tries to buy only discounted goods.

A store map helps save 67% of respondents, while 18% of respondents called it useless. Discounts in offline stores are often sought by young people (18-24 years old) and the older generation (45-65 years old). People aged 25-34 pay more attention to online promotions.

Black Friday & Regular Discounts

60% of all respondents expect big sales, but Black Friday is mainly of interest to young people aged 18 to 34 – 27% versus 15% of older respondents.

Muscovites are more likely than Petersburgers to expect Black Friday and New Year’s sales – 27% versus 18% and 35% versus 23%, respectively. Residents of St. Petersburg prefer seasonal discounts more – 40% versus 35%. In general across the country, the larger the city, the more loyal its residents are to sales, discounts and promotions.

Men Are More Wary Of Discounts Than Women

Most often, food and household chemicals are bought at a reduced price (45% of the respondents). For women, clothing and footwear is in third place (37%), while for men – household appliances and electronics (31%).

Men and women treat discounts differently. 70% of women consider them a good chance to save money. Men are more wary: 36% (versus 27% among women) believe that this is attracting attention without significant savings, and 23% (versus 13% among women) that stocks are an attempt to sell low-quality goods.

Dmitry Zborovsky, director of analytics at SberMarket was quoted in the study:

Most likely, this year, due to the pandemic and lower incomes of the population, the traditionally high demand for goods at seasonal discounts will increase, but the average check will become smaller: we will buy more, but cheaper. However, Russians’ interest in low prices is not related to the coronavirus.


Dan Taylor
Dan Taylor is an experienced SEO consultant and has worked with brands and companies on optimizing for Russia (and Yandex) for a number of years. Winner of the inaugural 2018 TechSEO Boost competition, webmaster at and Sloth.Cloud, and founder of