The fact that 88.5% of Australians are more likely to buy Australian-made products is hardly breaking news - we're a patriotic bunch after all. But how well do other countries of manufacture rate? And what's wrong with Chinese wine?!
From our Aussie Aussie Aussie chant at international sporting events to our pride in high-flying exports like Nicole Kidman or Mark Webber, we’re a patriotic bunch here in Australia. So the fact that 88.5% of Australians aged 14+ are more likely to buy Australian-made products is hardly breaking news. But how well do other countries of manufacture rate? Does country of birth influence purchasing preferences? And what’s wrong with Chinese wine?
Asked by Roy Morgan Research whether they’d be more or less likely to buy products made in 18 countries — Australia, Canada, Chile, China, France, Germany, India, Indonesia, Italy, Japan, Korea, New Zealand, South Africa, Spain, Sweden, Thailand, UK and USA — 56.2% of Australians said they’d be more likely to buy US-made products (the second most popular country-of-manufacture after Australia). The UK (53.8%) also rated highly, as did New Zealand (52.8%). In contrast, just 9.6% of Australians would be likely to buy goods made in Chile. Indonesia (10.8%) and India (13%) don’t fare much better.
Data also indicates that an individual’s country of birth does have some bearing on their purchasing choices – but not necessarily as one would think. While an overwhelming 90.3% of people born here will opt for Australian-made goods given the opportunity, this figure is matched by people born in Canada — and topped by those born in the US, 90.7% of whom are more likely to buy a product if it’s Australian-made.
The proportion of people born in Asia who prefer to buy goods produced in Australia is slightly lower (78.9%), but still outstrips the amount who’d be likelier to buy products made in Japan (54.3%), China (39%) or Korea (33.6%).
(Curiously, Asian-born and Italian-born people are much less likely to buy New Zealand-produced goods than the population average!)
Australian-made vs Chinese-made
When people surveyed were asked ‘For each of the following products — clothes, food, electrical goods, motor vehicles, sporting goods, wine — would you be more likely to buy it if it was labelled Made in Australia?’ and again for China, some distinct trends emerge.
While 87.4% of the population is more likely to buy food produced in Australia, and 75.2% prefer to buy Australian-made clothes, locally-manufactured cars don’t hold the same appeal. A comparatively low 55.5% say they’d be more likely to buy a car if it was Aussie-made, with the percentage falling to 36.6% of people born in Asia.
Meanwhile, things aren’t looking too rosy for Chinese manufacturers hoping to conquer the Australian market. A modest 32.3% of Aussies report that they prefer to buy Chinese-made clothes, and just 2.9% say they’d be more likely to buy Chinese wine. Although people born in Asia are more likely to choose Chinese-made products than the average Australian, they still prefer products labelled ‘made in Australia’ over those made in China.
Source:Roy Morgan Single Source (Australia), January 2012 – December 2012 (n = 21,539).
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“Whether it’s due to the success of the long-standing Australian Made campaign, a genuine quality issue or simply good old Aussie patriotism, an overwhelming majority of Australians are more likely to buy something if they know it’s made here.
“While there are slight variations if we take a person’s country of birth into consideration, Australian-made is still consistently more popular than products manufactured elsewhere. People born in the US are especially fond of locally-produced goods, sometimes even more so than those born here.
“Not only are these results encouraging for local manufacturers, they reinforce the value of the ‘Australian-made’ angle when marketing home-grown products.”
Roy Morgan Research
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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