Türkiye’s comfort brands

Key findings

1. Comfort matters most at home (37%) and in bed (26%); one in five says comfort matters in every area of life.
2. Furniture is the sector where comfort matters most, followed by automotive and clothing/footwear; furniture and automotive are also seen as having the highest comfort standards.
3. Food and transport “fail” on comfort; healthcare and transport are seen as most in need of improvement.
4. İstikbal (74%), Bellona (62%) and Kelebek (48%) lead furniture; bedroom (52%) and living room (44%) sets are where comfort is sought most.
5. In sportswear and footwear, comfort comes before price and style; Nike (81%), adidas (77%) and Puma (54%) lead.
6. BMW is the most comfortable car (25%), Turkish Airlines the most comfortable airline (75%) and Kâmil Koç the most comfortable coach company (46%); only 8% find intercity coach travel comfortable.
7. Comfort is one of the two most important hotel criteria together with cleanliness; women care more than men.

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