Brazilian study finds product quality drives brand trust and reputation

A survey of 4,520 Brazilian consumers conducted by HSR Specialist Researchers revealed that product quality is the primary factor influencing brand trust. Forty percent of respondents said a perceived decline in product or service quality makes them stop buying, recommending, or following a brand, while defective products (24%) and poor service (22%) rank next. Ethical scandals and reputation issues were cited by only 5% of participants, underscoring that everyday delivery outweighs occasional crises.

Karina Milaré, CEO of REDS, noted that trust now operates as an accumulated experience rather than a inherited perception. Valéria Rodrigues, CEO of Shopper Experience, added that quality acts as both the strongest asset and the greatest vulnerability for brands, warning that short‑term cost cuts can erode consumer confidence.

Complementary advice from marketing experts stresses that brands should maintain consistent communication across channels, standardize the customer journey, and monitor response times and visible quality cues to prevent reputational decay.