What do shoppers really think about buying British-made products?
Our survey reveals that Brits associate British-made products with quality and value.
Make it British recently carried out a survey to find out what shoppers really thought about products that were promoted as made in Britain. Were they more likely to buy them? And if so, what were their reasons for doing so? Some very interesting insights were gained into what the British public really think about buying British-made products. Read on to find out more…
Our research, carried out in conjunction with survey software Usurv, and distributed online to 250 UK based consumers, found that whilst many shoppers tended to perceive a product made in Britain as better quality and worth paying more for, this varied greatly according to their age and income group.
“If I know that a product is made in Britain I would consider paying more for it”
Nearly half of those questioned said yes, I would consider paying more for British-made products, whilst only 1 in 5 said that they definitely would not. But whether they thought it was worth investing the extra cash in order to buy British was directly related to age – the older the respondent, the more likely they would invest the extra cash, with 65% of over 60s agreeing to the above statement, compared to only 23% of those the under 30. Interestingly, men were twice as likely as women to say that UK-made was good value.
“If I know that a product is made in Britain I would believe it to be better quality”
When it comes down to the quality of British-made products, shoppers feel pretty strongly. Whilst over 60% of those surveyed said that knowing that something was manufactured in Britain made them assume that it was well-made, 30% felt quite sure that this was not the case. Maybe some bad experiences of inferior British quality in the past has led to this assumption?
“If a website promotes its products as made in Britain I have more confidence in buying from them”
When it comes down to building trust, knowing that a retailer is selling goods made in the UK is still one of the main things that a website can do to give shoppers confidence in buying from them. Over 60% agreed that if an online store promoted its products as British-made it would give them greater trust in the site. And when it comes to who is most easily influenced by a made in Britain marque, it’s the higher earners that give it the most precedence.
We are happy for you to quote this research on your website or in your publication. Contact Kate at Make it British from more information.
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