Indoor Group again the most trusted in Reader’s Digest survey
Survey of consumer trust in furniture brands
Finland trusts Asko, Sotka, and Ikea
Asko is the most trusted furniture brand in Finland.
The second most trusted brand by Finnish consumers is Sotka, and the third most trusted is Ikea. This is according to the Most Trusted Brand survey commissioned by Reader’s Digest (Valitut Palat) from the British research institute Wyman Dillon.
Asko was number one in the furniture industry trust comparison, Sotka second, and Ikea third in the survey conducted a year ago as well.
Isku also maintained its position in the trust comparison and again came in fourth. Fifth was now Jysk, which was sixth a year ago.
Masku was now sixth in the trust comparison, having been fifth a year ago. Vepsäläinen was now in seventh place, having been eighth a year ago. Stemma dropped to eighth now, having been seventh a year ago.
23.8 percent of respondents named Asko as the most trusted furniture store. The corresponding figure for Sotka was 18.6 percent and for Ikea 17.1 percent.
How the study was conducted
The survey is part of the annual Most Trusted Brand survey, which Reader’s Digest (Valitut Palat) commissioned from the British research institute Wyman Dillon at the end of last year. The survey was conducted as an online study, where 2124 people answered open-ended questions. The survey sample was drawn from Reader’s Digest (Valitut Palat) customer register. It was weighted by age and gender to correspond to the adult population.
Most trusted furniture chains in Finland 2020 (2019 in parentheses)
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Asko (1)
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Sotka (2)
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Ikea (4)
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Isku (4)
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Jysk (6)
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Masku (5)
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Vepsäläinen (8)
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Stemma (7)