In the Reader’s Digest Trusted Brands survey, Intersport has been selected as Finland’s most trusted sports equipment store with overwhelming 49% of all votes in the category. The second most trusted brand came 37 percentage points behind. The sports equipment category was included in the survey for the first time.
The survey respondents first named the brand which they trusted most in each category and then awarded that brand a score across five attributes on a scale of 1-5. The attributes were: quality, value for money, strong product image, understanding consumer needs and ethical responsibility. In addition, the respondents were asked whether they were the brand’s customers/they had used it in the last 12 months, and whether they would recommend it to others.
- We are pleased with customers’ trust in us, because satisfied customers and the quality and improvement of operations are our primary starting points in everything we do. Customer confidence has to be earned every day and at every customer encounter. We are working for that purpose with all Intersport retailers and their staffs – we coach, train, monitor and respond – for shopping to be fun, says Intersport Marketing Manager Arto Rasi.
The K-Group’s chains did excellently this year: the furniture chain Asko won the furniture store category for the 10th time already, and K-rauta won the building and home improvement store category included in the survey for the first time.
This was the 16th time the annual survey was conducted in Finland. The survey, carried out online, had 1,967 respondents from among the subscribers to the Reader’s Digest magazine. The results were weighted by age (20+ years) and gender to reflect the population as a whole.
The survey used open questions to identify the most trusted brands in a total of 43 categories.
Further information about the survey and its results is available from Survey Manager Tiina Suomela, +358 9 503 4655, tiina.suomela@valitutpalat.fi
Further information about Intersport is available from Chain Director Juha Nurminen, tel. +358 50 525 3847, juha.nurminen@kesko.fi
Intersport - www.intersport.fi
Intersport Finland Ltd is the market leader in the Finnish sports trade. Intersport International IIC is an international sports store chain that consists of national companies. There are over 5,400 Intersport stores in a total of 42 countries. Intersport Finland Ltd, part of Kesko Group, is a shareholder in the company and owner of the Intersport and Budget Sport licences in Finland. There are 60 Intersport stores and the intersport.fi online store in Finland.
K – for shopping to be fun.
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