Attitudes to Irish Brands &the Guaranteed Irish Logo                August 2011
The estimated annual turnover of Guaranteed Irishcompanies in 2011 is €1.2 billion. Members employnearly 24,000 people in ...
3            Guaranteed Irish Omnibus Study –               Background & ObjectivesThis study, a follow up to research con...
4       Guaranteed Irish Study – Methodology A nationally representative online sample of 1,000 adults aged 16  years or ...
MAIN FINDINGS
6                                  Profile of Sample - I                                     (Base: All Adults 16+)       ...
7                        Profile of Sample - II                            (Base: All Adults 16+)        Social           ...
8                           Unprompted Awareness of Guaranteed Irish                                         Symbol - I   ...
9                      Unprompted Awareness of Guaranteed Irish                                   Symbol - II             ...
10                          The Importance of Irish Companies Highlighting that                                    Product...
11                         Attitudes Towards the Guaranteed Irish Symbol                                                  ...
12                       Changes in Attitudes to ‘Buy Irish’ in Ireland over Past                                         ...
13                         Actively Seeking to Purchase Irish Products &                                            Servic...
14                            Advantages of Purchasing Irish Products &                             Services with Guarante...
15                  Advantages of Purchasing Irish Products &                  Services with Guaranteed Irish Symbol - II ...
16                                  Likelihood of Choosing a Product with                                         Guarante...
17                                   Likelihood of Choosing a Service with                                          Guaran...
18                      Likelihood to Purchase Product Carrying Guaranteed Irish                                    Symbol...
19                        Willingness to Pay More for a Product or Service                            that Carries the Gua...
20                           Summary & Insights (I)     There is a strong predisposition towards Irish products and servic...
21                         Summary & Insights (II)   The Guaranteed Irish symbol can help satisfy a public sense of nation...
22                        Summary & Insights (III)The Guaranteed Irish increases frequency of purchase:   Two-in-five (41%...
About Amárach ResearchWe are an independent market researchagency, providing a full range ofresearch services to our Irish...
014105200 Use this bonus number to help your business   bounce forward to success. Simply call:         Mark Nolan Managin...
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Guaranteed Irish Research Report August 2011

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Irish attitudes to Irish brands in general and to Guaranteed Irish in particular.

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Guaranteed Irish Research Report August 2011

  1. 1. Attitudes to Irish Brands &the Guaranteed Irish Logo August 2011
  2. 2. The estimated annual turnover of Guaranteed Irishcompanies in 2011 is €1.2 billion. Members employnearly 24,000 people in Ireland.There are 1.5 million Irish households and we estimatethat the average spend per household on GuaranteedIrish products and services is just under €16 per week.If households increased their spend on GuaranteedIrish products to €20 per week, then that would createover 6,000 new jobs based on the turnover peremployee of existing Guaranteed Irish members.
  3. 3. 3 Guaranteed Irish Omnibus Study – Background & ObjectivesThis study, a follow up to research conducted in September 2005aimed 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 symbol To 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.
  4. 4. 4 Guaranteed Irish Study – Methodology 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.
  5. 5. MAIN FINDINGS
  6. 6. 6 Profile of Sample - I (Base: All Adults 16+) Have Marital Gender Age Children Status % % % % 16-24 17 Male 49 Yes 25-34 22 Yes 60 62 35-44 19Female 51 No 26 45+ 42 No 40 12 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+.
  7. 7. 7 Profile of Sample - II (Base: All Adults 16+) Social Region class % % Dublin 28ABC1 F50+ 48 Rest of Leinster 27 MunsterC2DE 28 F50- 52 Conn/ Ulster 18
  8. 8. 8 Unprompted Awareness of Guaranteed Irish Symbol - I (Base: All Adults 16+ – 1000) % Guaranteed Irish 41 Bord Bia 5 Board Gáis 3 Buy Irish 3 Irish 3 Irish Produce 2 Glanbia 2 Made in Ireland 1 Don’t know 40 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.Q. What organisation associate with the following symbol?
  9. 9. 9 Unprompted Awareness of Guaranteed Irish Symbol - II (Base: All Adults 16+ – 1000) Guaranteed Irish 41 Don’t know 40 Demographics Demographics % %Age Age  16-24 30  16-24 41  25-34 38  25-34 46  35-44 50  35-44 36  45-54 51  45-54 36  55+ 39  55+ 41Marital Status Marital Status  Married/Cohabiting 45  Married/Cohabiting 39  Single 34  Single 44  Widow/Divorced 37  Widow/Divorced 37 /Separated /SeparatedSocial Class Social Class  ABC1/F50+ 48  ABC1/F50+ 34  C2DE/F50- 35  C2DE/F50- 46Region Region  Dublin 34  Dublin 46  Leinster 47  Leinster 34  Munster 41  Munster 41  Connaught 43  Connaught 39 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. 10. 10 The Importance of Irish Companies Highlighting that Products or Services are Irish (Base: All Adults 16+ – 1000) Not Important Neither nor Important 6 6 87 Demographics % Age The vast majority of Irish  16-24 82 consumers believe that it is  25-34 80 important for Irish companies to  35-44 90 highlight the fact that their  45-54 90 products or services are Irish.  55+ 94 This sentiment increases with age, Gender but is less important to singles  Male 89 than it is to couples or those who  Female 84 were part of a couple in the past. Marital Status  This figure rises to 95% among those who correctly identify the 89 Guaranteed Irish symbol.  Married/Cohabiting 80  Single 92  Widow/Divorced/Separated Region  Dublin 81  Leinster 89  Munster 91  Connaught 88Q. 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?
  11. 11. 11 Attitudes Towards the Guaranteed Irish Symbol (Base: All Adults 16+ – 1000) Displaying the Guaranteed Irish Symbol Demographics % % Don’t know Age No  16-24 80  25-34 79 5% 9%  35-44 90  45-54 89  55+ 91 Social Class  ABC1/F50+ 85  C2DE/F50- 87 86% Region Yes  Dublin 81  Leinster 88  Munster 89  Connaught 87 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. 12. 12 Changes in Attitudes to ‘Buy Irish’ in Ireland over Past Five years (Base: All Adults 16+ – 1000) Less Important Neither nor More Important 3 12 83 Demographics % Age  16-24 78  25-34 73  35-44 90  45-54 83  55+ 89 Gender  Male 80  Female 86 Marital Status 85  Married/Cohabiting 79  Single 81 Four-in-five members of the Irish public believe that  Widow/Divorced/Separated that it is now more important to buy Irish compared to 5 years ago. Children  This figure rises to 92% among those who  Yes 85 correctly identify the Guaranteed Irish symbol.  No 79 Region  Dublin 75  Leinster 87  Munster 88  Connaught 82Q. Do you feel that it is any more or less important to ‘buy Irish’ now compared to 5 years ago?
  13. 13. 13 Actively Seeking to Purchase Irish Products & Services (Base: All Adults 16+ – 1000) Buying Irish Demographics As often as I can Some of the time Age %  16-24 30 44 All the time 11  25-34 36 35  35-44 43 39  45-54 48 30  55+ 48 30 Gender As often as I 41  Male 37 37 can  Female 45 34 Marital Status 44 34 76%  Married/Cohabiting 31 42  Single 50 29  Widow/Divorced/Separated Some of the Children 35 time  Yes 46 32  No 35 40 Region  Dublin 37 38 Not at all 12  Leinster 42 35  Munster 42 35  Connaught 47 31 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.Q. Do you actively seek to purchase Irish products and services?
  14. 14. 14 Advantages of Purchasing Irish Products & Services with Guaranteed Irish Symbol - I (Base: All Adults 16+ – 1000) Correctly identify Displaying the Guaranteed Irish Symbol the symbol % Buying something that carries the symbol helps me feel like I am 36 47% supporting Irish jobs and employment 63% Buying something that carries the 27 28% symbol helps me feel like I am doing my bit to support the Irish economy I know where a product is produced or 21 manufactured I am guaranteed a good quality product 14 or service No advantages 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?
  15. 15. 15 Advantages of Purchasing Irish Products & Services with Guaranteed Irish Symbol - II (Base: All Adults 16+ – 1000) Helps me feel like Helps me feel like I I am supporting am doing my bit to I know where a I am guaranteed a Irish jobs and support the Irish product is produced good quality employment economy or manufactured product or service (36%) (27%) (21%) (14%) % % % %Age  16-24 24 35 28 12  25-34 36 22 25 16  35-44 39 30 23 7  45-54 43 31 17 5  55+ 40 18 10 31Marital Status  Married/Cohabiting 39 26 21 12  Single 30 33 22 13  Widow/Divorced 38 17 18 26 /SeparatedRegion  Dublin 33 26 22 15  Leinster 38 32 19 10  Munster 39 25 22 13  Connaught 33 23 22 20 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. 16. 16 Likelihood of Choosing a Product with Guaranteed Irish Symbol (Base: All Adults 16+ – 1000) Choosing a Product with Guaranteed Irish Symbol % Demographics % With the Guaranteed Irish 85 Age Symbol  16-24 80  25-34 78I wouldn’t have a preference 11  35-44 85  45-54 88 Without the Guaranteed  55+ 91 Irish Symbol 2 Region Don’t know 2  Dublin 81  Leinster 86  Munster 87  Connaught 84 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%).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?
  17. 17. 17 Likelihood of Choosing a Service with Guaranteed Irish Symbol (Base: All Adults 16+ – 1000) Choosing a Services with Guaranteed Irish Symbol Demographics % % With the Guaranteed Irish 81 Age Symbol  16-24 74  25-34 76I wouldn’t have a preference 13  35-44 83  45-54 85 Without the Guaranteed  55+ 87 Irish Symbol 4 Region Don’t know 2  Dublin 78  Leinster 83  Munster 83  Connaught 91 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?
  18. 18. 18 Likelihood to Purchase Product Carrying Guaranteed Irish Symbol Vs. One that Does Not (Base: All Adults 16+ – 1000) Less Likely Neither nor More Likely 9 11 79 Demographics % Age  16-24 69  25-34 69  35-44 86  45-54 85  55+ 86 Children  Yes 84  No 73 Region  Dublin 74  Leinster 80  Munster 85  Connaught 77 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. 19. 19 Willingness to Pay More for a Product or Service that Carries the Guaranteed Irish Symbol (Base: All Adults 16+ – 1000) Those who would pay more for the Guaranteed Irish Symbol Demographics % Pay more for the Guaranteed Irish Symbol Age %  16-24 22  25-34 30 Don’t know  35-44 31  45-54 32 24%  55+ 43 Yes Gender 32%  Male 36  Female 29 Marital Status 44%  Married/Cohabit No 34  Single 27  Widow/Divorced 37 /Separated 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.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. 20. 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 andservices; 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. 21. 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. 22. 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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