Studies
Migros stores continue not selling alcohol — media perception of the brand shifts
LINK • 14. September 2022
The Swiss Brand Observer provides a continuous insight into consumer’s attitudes to 200 brands in various sectors in Switzerland. Each week, 22 KPIs are surveyed on the basis of approximately 250 representative assessments of each brand – including the consideration and media perception of a brand, as shown in the following example of Migros. Ten regional Migros cooperatives had until June 4, 2022 (calendar week 22), to vote for («OUI») or against («NON») including alcoholic beverages in the Migros product range. The results are clear: All ten cooperatives voted against selling alcohol in Migros stores in the future.
This result was reported extensively in the Swiss media in CW 24 (June 14-20, 2022). The increased focus on the Migros brand can also be seen in the Swiss Brand Observer: This showed that among the Swiss population there was increased interest in the media during the vote and until the result was announced. For example, during this time, 15 to 18% of those surveyed said that they were aware of media reports regarding the Migros brand during the last seven days; this has now dropped significantly to about 10%. On the other hand, there has not been such a significant change with regard to various image attributes of the Migros brand. In addition, the Swiss Brand Observer shows that there (still) has not been any serious increase in the consideration of discounters (compared with Migros and Coop) despite inflation fears and persistent energy worries.
About the method of the Swiss Brand Observer
Method: Online surveys conducted with the LINK panel
Population: People living in Switzerland (all language regions) aged between 15 and 79, who use the Internet for private purposes at least once per week.
Survey period: continuous surveys each week
Evaluation: The random samples of participants are weighted according to age, gender and region (in accordance with the current population statistics of the Swiss Federal Statistical Office (BfS)). The evaluations may include rolling averages across the last measuring times.
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