Consumer once again elects Auping as the most trusted bed brand.
Auping came out tops in the Trusted Brands Survey held by Reader’s Digest among its readership in the Bed category. Just like last year, Auping is the bed brand in which the consumer places the most trust. The survey results are based on a number of criteria, including the brand’s quality, its price/quality ratio and the degree to which the brand shows an awareness of the consumer’s needs. Auping had the highest scores of all bed brands on each of these so-called ‘trust factors’.
The Trusted Brands survey was held for the eighth time, in no less than 16 European countries with a total of 25,000 respondents. The survey focuses on consumer trust in various brands in over 20 categories such as Car, Bank/Building Society and Laundry Detergent. A total of 17 local categories were added in the Netherlands, including the category Bed.
Over one-third of the participants in the survey consider Auping the most trusted bed brand in the Netherlands. As such, Auping has a considerable lead on the brands that came second and third, with scores of 15% (Hästens) and 10% (Ikea) respectively. The respondents are particularly pleased about Auping’s quality and price/quality ratio. 58% of the respondents indicate that they have slept in or purchased an Auping during the past year. A quarter of the respondents have recommended Auping to other people.
