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Results of the sociological study "Youth Brand-2017". "BelBrand" awards brand leaders

On February 28, the "Mir" Castle Complex hosted a ceremony dedicated to the outcomes of the nationwide sociological study "Youth Brand-2017".

According to the already wellestablished tradition, the "BelBrand" Association for Intellectual Property Protection made use of this historical place to award diplomas and commemorative awards "Youth Brand-2017" to those enterprises, whose products are most popular among the young people.

 

The solemnity of the ceremony was emphasized by performances by the Laureates of the BELBRAND International Musical Award of the EAEU Kristina Nikolaeva and Alexander Muzykantov, as well as by laureates and nominees of the "BelBrand" Literary Award Ekaterina Stroylova, Tatiana Kupriyanets, Yanina Bosak, Valida Asadova, Alina Tsvirko, Anna Martsynkevich and Sergey Kozhedub.

Young writers read out their works and announced the slogans for the leading brands, created by Anna Martynchik, a member of the Writers' Union of Belarus and a Laureate of the "BelBrand" Literary Award-2016.

The "Youth Brand" nationwide sociological study is held by the "BelBrand" Association and the Youth Laboratory of Sociological Studies of the Central Committee of the Public Organization "Belarusian Republic's Youth Union" since 2015. Every year, young people of Belarus respond to the interviewers of the republic's polling network about their most preferred foodstuffs and nonfood products. The 2017 study specified 18 categories of such products. In the study "Youth Brand-2017", the sampling was made with a 95% confidence, which means that the obtained results reflected the real respondents' values with the accuracy of 95%. The confidence interval for this sampling was 2.8%. This means that the difference between the data obtained from the sampling of 1221 respondents and the data that would have been received by polling the entire population did not exceed the margin of 2.8%. The study used a multistage quoted sampling. The sampling of the study included large, mediumsized and small cities and towns of the Republic of Belarus: Minsk, Molodechno, Dzerzhinsk, Smolevichi, Grodno, Novogrudok, Skidel, Vitebsk, Polotsk, Gorodok, Gomel, Svetlogorsk, Khoiniki, Mogilev, Gorki, Bykhov, Brest, Ivatsevichi and Malorita, as well as the villages of Cherven, Gatovo, Sopotskin, Kokhanovo, Yelsk, Veremeyki and Bolshie Chuchevichi.

 

At the stage of collecting information, the classical method of formalized interviews was used. Its peculiarity is that a conversation of the interviewer with a respondent goes under a prearranged plan; and all the respondent's answers are recorded in the interview form. On the joint initiative of the "BelBrand" Association and its official partner, the CJSC "BSB Bank", the last year's questionnaire included a block of questions about banking services. The category of "Banking Services" included 24 banks. 88% of young people are using banking services, while 12% are not. The most popular banking service among Belarus' youth is the Internet banking – 95% of those, who use banking services, are using it.

About 70% of respondents are using loans and credit cards, while a bit more than half of them (52%) are using currency-exchange operations. In general, the participants of the study are satisfied with the quality of services provided by their banks.

One of the tasks of the study was also to identify the attitude of young people to illegal trade and distribution of counterfeit products. The need to conduct a public opinion poll on this topic was caused by several reasons. The activities of the "BelBrand" Association include the establishment of a professional discussion platform on topical issues of intellectual property protection, advocating the interests of businesses in drafting normative legal acts in the field of intellectual property at the country and interstate levels. Youth entrepreneurship is a very important part of the business, given its growth prospects and attention paid thereto by the government. However, the level of young people's awareness and their values in the sphere of intellectual property protection in Belarus has been poorly studied yet.

The 2017 sociological study was conducted within the framework of the project, financed by the PMI.

01.03.2018
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