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Irish attitudes to Irish brands in general and to Guaranteed Irish in particular.
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Attitudes to Irish Brands &
the Guaranteed Irish Logo
August 2011
The estimated annual turnover of Guaranteed Irish
companies in 2011 is €1.2 billion. Members employ
nearly 24,000 people in Ireland.
There are 1.5 million Irish households and we estimate
that the average spend per household on Guaranteed
Irish products and services is just under €16 per week.
If households increased their spend on Guaranteed
Irish products to €20 per week, then that would create
over 6,000 new jobs based on the turnover per
employee of existing Guaranteed Irish members.
3
This study, a follow up to research conducted in September 2005 aimed to achieve the following key goals:
To gauge spontaneous recognition of the Guaranteed Irish symbol.To identify the perceived benefits of and drivers behind buying products or services that carry the Guaranteed Irish symbolTo determine changes in perceptions about buying Irish compared to 5 years ago.To gauge the extent to which members of the public actively seek to purchase products or services that carry the Guaranteed Irish symbol.To determine whether the public would like to seem more companies carry the symbol.To compare openness to purchasing products or services that carry the Guaranteed Irish symbol compared to those that do not.To determine whether consumers would be more or less likely to pay extra for products or services with the Guaranteed Irish stamp.
Guaranteed Irish Omnibus Study –
Background & Objectives
4
A nationally representative online sample of 1,000 adults aged 16
years or older was utilised.
Quotas were applied across gender, age, social class and region
to ensure the sample was fully representative.
Fieldwork was conducted between the 9th and the 13th of May
2011.
Guaranteed Irish Study – Methodology
MAIN FINDINGS
6
Profile of Sample - I
Gender Age
Have
Children
Marital
Status
% % % %
49
17
60 62
51
22
4026
19
12
42
Male
Quotas were set in order to achieve a nationally representative sample, so as to ensure all
data is reflective of the Irish population of adults aged 16+.
Female
16-24
25-34
35-44
45+
(Base: All Adults 16+)
Yes
No
Yes
No
7
48
28
52
27
28
18
Social
classRegion
% %
(Base: All Adults 16+)
Profile of Sample - II
Dublin
Rest of Leinster
Munster
Conn/ Ulster
C2DEF50-
ABC1F50+
8
Unprompted Awareness of Guaranteed Irish
Symbol - I
Guaranteed Irish
Bord Bia
Board Gáis
Buy Irish
Irish
Irish Produce
Glanbia
Made in Ireland
Don’t know
41
5
3
3
3
2
2
1
40
%
(Base: All Adults 16+ – 1000)
Q. What organisation associate with the following symbol?
Overall, two-in-five consumers correctly identify the Guaranteed Irish symbol, but 59% either incorrectly
identify the symbol or admit to not know its provenance.
9
4041
Unprompted Awareness of Guaranteed Irish
Symbol - II
(Base: All Adults 16+ – 1000)
Demographics
%
Age
16-24 25-34 35-44 45-54 55+
3038505139
Marital Status
Married/CohabitingSingleWidow/Divorced
/Separated
453437
Social Class
ABC1/F50+C2DE/F50-
4835
Region
Dublin LeinsterMunsterConnaught
34474143
Demographics
%
Age
16-24 25-34 35-44 45-54 55+
4146363641
Marital Status
Married/CohabitingSingleWidow/Divorced
/Separated
394437
Social Class
ABC1/F50+C2DE/F50-
3446
Region
Dublin LeinsterMunsterConnaught
46344139
Guaranteed Irish Don’t know
Consumers at extreme ends of the age continuum and those in lower social classes are least likely to know what the symbol stands for.
10
The Importance of Irish Companies Highlighting that
Products or Services are Irish
(Base: All Adults 16+ – 1000)
Not Important ImportantNeither nor
6 6 87
Q. When selling or marketing a product or service, how importance, if at all, do you think it is for Irish companies to highlight the fact that their
products or services are Irish?
Demographics
%
Age
16-24 25-34 35-44 45-54 55+
8280909094
Gender
Male Female
8984
Marital Status
Married/Cohabiting Single Widow/Divorced/Separated
898092
Region
Dublin Leinster Munster Connaught
81899188
The vast majority of Irish
consumers believe that it is
important for Irish companies to
highlight the fact that their
products or services are Irish.
This sentiment increases with age,
but is less important to singles
than it is to couples or those who
were part of a couple in the past.
This figure rises to 95% among
those who correctly identify the
Guaranteed Irish symbol.
11
Attitudes Towards the Guaranteed Irish Symbol
86%
9%5%
Yes
No Don’t know
Demographics
%
Age
16-24 25-34 35-44 45-54 55+
8079908991
Social Class
ABC1/F50+C2DE/F50-
8587
Region
Dublin LeinsterMunsterConnaught
81888987
Displaying the Guaranteed Irish Symbol
(Base: All Adults 16+ – 1000)
%
Almost nine-in-ten would like to see more companies display the Guaranteed Irish symbol. This figure rises
to 96% among those who can correctly identify the Guaranteed Irish symbol.
Q. Would you like to see more companies display the Guaranteed Irish symbol?
12
3 12 83
Changes in Attitudes to ‘Buy Irish’ in Ireland over Past
Five years
(Base: All Adults 16+ – 1000)
Less Important More ImportantNeither nor
Demographics %
Age
16-24 25-34 35-44 45-54 55+
7873908389
Gender
Male Female
8086
Marital Status
Married/Cohabiting Single Widow/Divorced/Separated
857981
Children
Yes No
8579
Region
Dublin Leinster Munster Connaught
75878882
Q. Do you feel that it is any more or less important to ‘buy Irish’ now compared to 5 years ago?
Four-in-five members of the Irish public believe that
that it is now more important to buy Irish compared
to 5 years ago.
This figure rises to 92% among those who
correctly identify the Guaranteed Irish symbol.
13
Q. Do you actively seek to purchase Irish products and services?
Actively Seeking to Purchase Irish Products &
Services
12
11
41
35
Buying Irish
As often as I can Some of the time
Age
16-24 25-34 35-44 45-54 55+
3036434848
4435393030
Gender
Male Female
3745
3734
Marital Status
Married/Cohabiting Single Widow/Divorced/Separated
443150
344229
Children
Yes No
4635
3240
Region
Dublin Leinster Munster Connaught
37424247
38353531
All the time
As often as I
can
Some of the
time
Not at all
(Base: All Adults 16+ – 1000)
Demographics
Just over three-quarters of the Irish public consciously try to buy Irish products or services ’some of the time’ or ‘as often as I can’.
Likelihood to purchase ‘as often as I can’ increases with age and is higher among women and those who have children.
%
76%
14
Advantages of Purchasing Irish Products &
Services with Guaranteed Irish Symbol - I(Base: All Adults 16+ – 1000)
Buying something that carries the
symbol helps me feel like I am
supporting Irish jobs and employment
Buying something that carries the
symbol helps me feel like I am doing my
bit to support the Irish economy
I know where a product is produced or
manufactured
I am guaranteed a good quality product
or service
No advantages
36
27
21
14
2
Close to two-thirds consider benefits to the employment and the economy to be the distinct advantages of buying
products or services that carry the Guaranteed Irish symbol. For one-in-five, the Guaranteed Irish symbol provides
peace of mind about where a product is produced or manufactured.
Those who correctly identify the Guaranteed Irish symbol are significantly more likely to believe that buying something
that carries the symbol helps them feel that they are supporting jobs and employment.
Q. What, if any, would you see as the main advantages of someone like yourself, buying products or services with Guaranteed Irish symbol?
Displaying the Guaranteed Irish Symbol
%
63%
Correctly identify
the symbol
47%
28%
15
Advantages of Purchasing Irish Products &
Services with Guaranteed Irish Symbol - II
Helps me feel like
I am supporting
Irish jobs and
employment
(36%)
%
Helps me feel like I
am doing my bit to
support the Irish
economy
(27%)
%
I know where a
product is produced
or manufactured
(21%)
%
I am guaranteed a
good quality
product or service
(14%)
%
Age
16-24 25-34 35-44 45-54 55+
2436394340
3522303118
2825231710
121675
31
Marital Status
Married/Cohabiting Single Widow/Divorced
/Separated
393038
263317
212218
121326
Region
Dublin Leinster Munster Connaught
33383933
26322523
22192222
15101320
(Base: All Adults 16+ – 1000)
Younger respondents are more likely to buy Irish because it lends a sense that they are doing their part of
support the economy while the sense that consumers are helping support jobs and employment increases
according to the age of a respondent. Of those who focus on the quality of products or services as a key
benefit, respondents over the age of 55 are the group most likely to identify this factor as a benefit.
16
Q. If you were thinking of buying two similar products – one with the Guaranteed Irish symbol and one without, which one would you be more likely
to choose; assuming no different in price or quality?
Likelihood of Choosing a Product with
Guaranteed Irish Symbol(Base: All Adults 16+ – 1000)
With the Guaranteed Irish
Symbol
I wouldn’t have a preference
Without the Guaranteed
Irish Symbol
Don’t know
85
11
2
2
Demographics
%
Age
16-24 25-34 35-44 45-54 55+
8078858891
Region
Dublin LeinsterMunsterConnaught
81868784
Given two similar products, over four-in-five are likely to purchase a product with the Guaranteed Irish
symbol than one that does not carry the symbol.
Those who correctly identify the symbol are more likely to state this (88%) than those who do not (73%).
Choosing a Product with Guaranteed Irish Symbol
%
17
Likelihood of Choosing a Service with
Guaranteed Irish Symbol(Base: All Adults 16+ – 1000)
With the Guaranteed Irish
Symbol
I wouldn’t have a preference
Without the Guaranteed
Irish Symbol
Don’t know
81
13
4
2
Demographics
%
Age
16-24 25-34 35-44 45-54 55+
7476838587
Region
Dublin LeinsterMunsterConnaught
78838391
Given two similar services, four-in-five are likely to employ a service with the Guaranteed Irish symbol than
one that does not. This sentiment increases with age.
Q. If you were thinking of buying two similar services – one with the Guaranteed Irish symbol and one without, which one would you be more likely
to choose; assuming no different in price or quality?
Choosing a Services with Guaranteed Irish Symbol
%
18
Likelihood to Purchase Product Carrying Guaranteed Irish
Symbol Vs. One that Does Not
(Base: All Adults 16+ – 1000)
Less Likely More LikelyNeither nor
Demographics
%
Age
16-24 25-34 35-44 45-54 55+
6969868586
Children
YesNo
8473
Region
Dublin LeinsterMunsterConnaught
74808577
9 11 79
Assuming cost and quality were equal, four-in-five Irish consumers would be more likely to buy a product
that carries the Guaranteed Irish stamp. Those with children are more likely to say this than those without.
This figure rises to 88% among those who correctly recognises the Guaranteed Irish symbol.
Q. All else being equal (cost and quality) how much more likely, if at all, would you be to purchase a product that carries the Guaranteed Irish
symbol compared to one that does not?
19
Willingness to Pay More for a Product or Service
that Carries the Guaranteed Irish Symbol
32%
24%
44%
Yes
No
Don’t know
Demographics
%
Age
16-24 25-34 35-44 45-54 55+
2230313243
Gender
Male Female
3629
Marital Status
Married/CohabitSingleWidow/Divorced
/Separated
342737
Pay more for the Guaranteed Irish
Symbol
(Base: All Adults 16+ – 1000)
%
One-third of the Irish public would be willing to pay more for a product or service that carries the Guaranteed
Irish symbol; primarily those over the age of 55 and men more so than women.
Those who would pay more for the
Guaranteed Irish Symbol
Q. Would you be prepared to pay any more for a product or service that carries the Guaranteed Irish symbol compared to one that does not?
20
Summary & Insights (I)
There is a strong predisposition towards Irish products and services but
insufficient awareness or recognition of the Guaranteed Irish symbol.
This said, the symbol encourages consumers to seek out Irish products and
services; those who can correctly identify the symbol are more likely to buy Irish
‘as often as they can’ and also more likely to feel as if they are doing their bit to
support the Irish economy.
The vast majority of Irish consumers (87%) believe that it is important for Irish
companies to highlight the fact that their products or services and two-in-five
(83%) believe that compared to five years is now more important to buy Irish
than it was then.
But the Guaranteed Irish symbol has receded into the memory of the Irish
public.
Three-in-five(59%) either incorrectly identify the Guaranteed Irish symbol
or admit to not know its provenance. Just 41% of the public recognise
the symbol now compared to 52% in the September 2005 research.
Nonetheless, there is a strong desire for the identification of products or
services almost nine-in-ten would like to see more companies display the
guaranteed Irish symbol – despite the lack of familiarity with it.
This highlights an opportunity consumer education or familiarisation.
21
Summary & Insights (II)
The Guaranteed Irish symbol can help satisfy a public sense of national
consciousness:
Close to two-thirds (63%) consider benefits to the employment and the
economy to be distinct advantages of buying products or services that
carry the Guaranteed Irish symbol.
Those who correctly identify the Guaranteed Irish symbol are
significantly more likely than those who do not, to concur that the key
benefit of the symbol is that it helps them feel as if they are doing their
bit to support the Irish economy (47% vs. 29% respectively). This figure
has risen notably from 39% in 2005.
The Guaranteed Irish symbol increases likelihood of product selection:
Assuming cost and quality were equal, four-in-five (79%) of Irish consumers
would be more likely to buy a product that carries the Guaranteed Irish
stamp.
Those with children are more likely to say this than those without –
possibly reflecting a focus on and concern about their children’s future.
Given two similar products or services, two-in-five are likely to purchase
a product or service that carries the Guaranteed Irish symbol than ones
that do not.
22
Summary & Insights (III)
The Guaranteed Irish increases frequency of purchase:
Two-in-five (41%) actively seek out Irish products or services ‘as often as
they can’ and a further one-in-ten (11%) seek out such products or services
‘all of the time’.
Those who correctly identify the Guaranteed Irish symbol are more likely
than those who do not recognise the symbol to shop Irish ‘as often as
they can’ (50% and 35% respectively).
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