Saturday, September 14th, 2013 - Roy Morgan Research

The latest Roy Morgan research shows Australians are ‘less likely to buy’ a range of products labelled ‘Made in China’ although there are clear differences depending on the type of product being asked about. Sizeable minorities of Australians say they are ‘more likely to buy’ Clothes (32.9%, down from 34.2% a year ago) and Electrical Goods (28.3%, up from 27.9% a year ago and 25.4% four years ago) if they are labelled ‘Made in China’, however only 3.2% are ‘more likely to buy’ Wine and Food (5.8%) if labelled ‘Made in China’.

Unsurprisingly large majorities of Australians say they are ‘less likely to buy’ Wine (82.6%) and Food (82.5%) if labelled ‘Made in China’ followed by Motor Vehicles (76.0%), Sporting Goods (67.4%), Electrical Goods (57.6%) and Clothes (53.6%).

Importantly, the household members that do most of the goods shopping, known as ‘Grocery Buyers’, say they are ‘less likely to buy’ products labelled ‘Made in China’ across all product categories than the general population, led by Wine (86.2%) and Food (86.0%).

Norman Morris, Industry Communications Director, Roy Morgan Research says:

“Australians have a strange relationship with our largest trading partner — China. Despite trade with China making up nearly 20% of Australia’s overall two-way trade — well ahead of second-placed Japan (12.0%), the USA (9.0%) and South Korea (5.4%)*; across the board far more Australians say they are ‘less likely to buy’ a product labelled ‘Made in China’ than those that say they are ‘more likely’.

“Perhaps unsurprisingly, sizeable minorities of Australians say they are ‘more likely to buy’ Clothes (32.9%, down from 34.2% a year ago) and Electrical Goods (28.3%, up from 27.9% a year ago and 25.4% four years ago) if they are labelled ‘Made in China’ — the two product categories for which Chinese goods find the most favour.

“The largest difference is for Wine & Food with 82.6% of Australians ‘less likely to buy Wine labelled Made in China’ compared to just 3.2% that would be ‘more likely’ and 82.5% ‘less likely to buy Food labelled Made in China’ compared to only 5.8% that would be ‘more likely’.

“Despite this clear reluctance to buy food and wine labelled ‘Made in China’ — Chinese food remains the favourite ethnic cuisine of more Australians than any other as shown in a recent Roy Morgan State of the Nation Report.” 

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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