A 2026 study conducted by Business and Technology University (BTU) among 3,200 respondents found that recommendations are the primary source of consumer trust in Georgia. While 59.3% of respondents trust recommendations from friends, family members, acquaintances, or real customers the most, 22.3% identify brand reputation as the main trust factor and 18.4% cite price.
BTU researchers explain that the Georgian market is not driven solely by price or brand awareness. Before making a purchase, consumers often ask a more rational question: ‘Who recommends it?’ This question has become a defining factor in consumer trust and purchasing behavior in Georgia.
Recommendations: The main source of trust
The study clearly demonstrates that Georgian consumers trust the experiences of other people more than any other source. These experiences may come from friends, family members, acquaintances, social media comments, video reviews, or authentic customer stories. Trust in the Georgian market cannot be created through advertising messages alone. Consumers may recognize a brand, notice discounts, and compare offers, but before making a final decision they often seek validation through the experiences of others.
Brands matter, but they are not enough
Although 22.3% of respondents identify brands as the primary trust factor, this does not mean that brand power is weak. Brands generate initial interest, reduce uncertainty, and help consumers make choices. However, the research shows that awareness does not automatically translate into trust. Brands must provide evidence of credibility through customer reviews, demonstrated experience, guarantees, service consistency, and authentic customer voices.
Price influences decisions but does not solely create trust
Price was identified as the primary trust factor by 18.4% of respondents. This is significant because many businesses assume that low prices are the decisive factor for consumers. The data suggest otherwise. While price is important and can stimulate purchases, discounts alone are often insufficient if consumers do not trust the product or service.
Trust logic is consistent across demographics
The study found only minor differences between men and women regarding trust factors. Recommendations remain the leading source of trust across all age groups, from young adults aged 18–24 to consumers aged 65–79. This indicates that recommendation-based trust is not limited to a particular demographic segment but represents a broad pattern of Georgian consumer behavior.
Personal recommendations are especially powerful in the regions
Recommendations rank first both in Tbilisi and throughout Georgia’s regions. While price appears slightly more important in Tbilisi due to a greater variety of choices and easier price comparisons, advice from acquaintances, local experiences, and authentic customer stories serve as especially powerful communication tools in regional markets. For businesses, this means that generic advertising messages are often less effective than local testimonials and community-based trust.
Key Findings
- Recommendations are the primary trust factor for Georgian consumers (59.3%).
2. Brands are important, but trust requires authentic customer experiences.
3. Price influences purchasing decisions but cannot independently create trust.
4. Trust patterns are nearly identical among men and women.
5. Recommendations rank first across all age groups.
6. Personal advice and local experience are particularly influential in regional markets.
7. The main challenge for Georgian brands is converting awareness into trust.
Data and Evidence Base
The 2026 BTU study was conducted electronically among 3,200 respondents.
Primary Trust Factor – Share of Respondents
Recommendations – 59.3%
Brand – 22.3%
Price – 18.4%
Why this matters for Georgia
This study provides a practical signal for Georgian businesses. If companies want to build trust, discounts and brand awareness alone are no longer sufficient. Consumers increasingly require evidence: authentic reviews, guarantees, quality experiences, service consistency, and the voices of other customers. This is particularly important for small and medium-sized enterprises. While they may lack large advertising budgets, they possess an asset that works effectively in Georgia: satisfied customers. Properly leveraged recommendations, reviews, and local success stories can become a significant competitive advantage.
BTUAI Assessment
According to BTUAI, the trust model of the Georgian market is fundamentally social in nature. Consumers trust not only brands and prices but also human experience. Therefore, business communication must evolve. Advertising should no longer consist solely of promises. Instead, it should showcase real customers, authentic experiences, and concrete evidence of reliability.
The emerging formula for the Georgian market can be summarized as follows:
Awareness creates interest. Price creates incentive. Recommendations create trust.
Article Information
Article Type: Research and Analytical Report
Topic: Consumer Trust, Brand, Price, Recommendations
Geographic Focus: Georgia
Period: 2026
Source: BTU 2026 Study on Consumer Trust Factors
Data Analysis: BTUAI
Platform: BTUAI.ge
Methodology
The study was conducted through an online survey of 3,200 respondents. The analysis examined three primary factors influencing consumer trust: recommendations, brand reputation, and price. The data were processed and analyzed by BTUAI.
Limitations
The findings reflect the views of participants in an online survey. Due to the digital format of the research, consumers who are more comfortable using online channels may be somewhat overrepresented. This publication is intended for analytical and advisory purposes and should not be interpreted as financial, commercial, or legal advice.
Frequently Asked Questions
Q: What is the main conclusion of the study?
A: Georgian consumers trust recommendations from friends, family members, acquaintances, and real customers more than any other source.
Q: Does this mean brands are no longer important?
A: No. Brands remain important, but they must be supported by authentic experiences and evidence of credibility.
Q: Why is price not the leading factor?
A: Price influences purchasing decisions, but it cannot independently create trust.
Q: What should Georgian brands do?
A: They should place greater emphasis on customer reviews, authentic stories, recommendations, guarantees, and localized communication.
Keywords
Georgian consumer; consumer trust; brand trust; recommendation; price; consumer behavior; Georgian market; brand strategy; BTUAI; Business and Technology University.
Citation Format
BTUAI Research Team. “What Do Georgian Consumers Trust Most: Recommendations, Brands, or Price?” Business and Technology University, BTUAI.ge, 2026.
Prepared by the academic team of Business and Technology University and the BTUAI Research Team. Tbilisi, Georgia.