About The Campaign - Research

INTRODUCTION

This consumer survey was conducted for Proudly South African by research company, AC Nielsen, as part of a multi-ethnic, multi-lingual syndicated survey - the OMNIBUS Survey.   The actual survey (personal at-home interviews) was conducted over a three-week period in May/June 2009.  It covered 3 264 households (Black, Coloured, White and Indian South Africans aged 16 years and older) in both urban and rural areas of South Africa, across all income groups, with an equitable balance between male and female respondents

The main benefit of a syndicated survey is economy of scale, with the resultant cost savings for individual clients.  It also enhances the integrity of the research in that a large, truly representative sample (probability sample) can be drawn, which allows for extrapolation of results to the entire population of 28,3 million adults, with a great measure of accuracy.  Hence the results of this survey can also be accurately and scientifically compared with the data obtained from the previous survey conducted in October/November 2008, following the same methodology

PURPOSE OF THE SURVEY

The purpose of the survey was to measure attitude, awareness and purchase behaviour relating to Proudly SA, its logo and Proudly SA branded products:

  • Measure and track recognition of the Proudly SA logo;
  • Gauge and track purchase of products bearing the Proudly SA logo - ever purchased and purchased in the past 3 months;
  • Identify types of Proudly SA  products ever purchased;
  • Measure and track influence of the logo on purchase decision;
  • Assess and track response to the Proudly SA concept and intentions overall

SUMMARY OF MAIN FINDINGS

Performance is stable in an unpredictable environment.

Claimed recognition of the logo remains high and widespread in urban areas. Furthermore, the Campaign and its cause continue to be well received amongst those previously unaware of it, with no obvious barrier to the concept.

As in October/November 2008, recognition and purchasing continue to show a definite urban, particularly metro, bias and a belowaverage representation in rural areas.

Just over eight out of every 10 consumers recognise the Proudly South African logo (81%). This is on par with the October/November 2008 findings, with two-fifths having ever purchased a product displaying the logo.

74% of ever purchasers have purchased Proudly SA-labelled products in the past three months. This is on par with the October/November 2008 ratio of 73%, but down from one year ago (78%).

The majority of purchases remain FMCG related (consumer packaged goods), with some decline in household goods/durables purchasing. This could be indicative of the prevailing poor economic conditions.

The logo remains most strongly (and stably) associated with being a South African produced product (containing total or some extent of South African materials/ingredients), a product of quality and integrity, and as representing pride in South Africa. Association with “Made in SA” still predominates, accompanied by a slight decline in terms of quality associations and environmental commitment.  Mention of the more subtle benefits of the campaign (create jobs, boost economy) is still less frequent, but stable.

Opinion on the Proudly SA concept remains similar and very positive, with the bulk (72%) of those previously unaware of the logo in favour of the Proudly South African concept and intentions, with negligible opposition.  

Logo influence and associations:

  • Influence of the logo on purchase choice (consumers who choose products that bear the logo) has remained stable at its highest level of 35% achieved for the first time in May/June 2008. Positive Logo influence has grown  and is above average among 25-34 and 50+ years (transfer from indifference), but declined amongst the youngest age group (transfer to “after the fact”)
  • The “Made in SA” association with the logo remains very strong – mention of the more subtle benefits of the Campaign (create jobs, boost economy) is still less frequent, but stable. Some additional mention of “representation” and “Pride in” SA.

Among the top-end with the greater buying power, and the bottom-end seeking to spend their money more wisely, value-for-money is likely to be increasingly important, so continued focus on quality and environmental associations, and the positive impact of “Buy Local” in terms of employment creation and economic growth (virtuous circle) as part of communication efforts is recommended.

Among certain groups, budget constraints may mean that the cheapest option must be purchased, with or without the logo.

Although the Campaign is well received overall and the gist of it is well-known or understood, continued education in terms of what local product/industry support means to the economy and the well-being of the country is required.

As previous the lower income groups, lower LSMs/rural respondents continue to be more likely to be swayed at Point of Sale. Therefore the logo should continue to be made as visible as possible on packaging. Positive associations in the lower end of the market should be shared and enhanced to take advantage of the continued potential interest that exists in this market.

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