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Australians not keen on products ‘Made in China’ though Clothes & Electrical Goods preferred to Wine & Food

Source: Roy Morgan Single Source (Australia), July 2007 – June 2012, Base: Australian Population (14+). n=98,355. Average of 19,671 per year.

The latest Roy Morgan research shows Australians are ‘less likely to buy’ a range of products labelled ‘Made in China’ although there are clear differences depending on the type of product being asked about. Sizeable minorities of Australians say they are ‘more likely to buy’ Clothes (32.9%, down from 34.2% a year ago) and Electrical Goods (28.3%, up from 27.9% a year ago and 25.4% four years ago) if they are labelled ‘Made in China’, however only 3.2% are ‘more likely to buy’ Wine and Food (5.8%) if labelled ‘Made in China’.

Unsurprisingly large majorities of Australians say they are ‘less likely to buy’ Wine (82.6%) and Food (82.5%) if labelled ‘Made in China’ followed by Motor Vehicles (76.0%), Sporting Goods (67.4%), Electrical Goods (57.6%) and Clothes (53.6%).

Importantly, the household members that do most of the goods shopping, known as ‘Grocery Buyers’, say they are ‘less likely to buy’ products labelled ‘Made in China’ across all product categories than the general population, led by Wine (86.2%) and Food (86.0%).


Source:
 Roy Morgan Single Source (Australia), July 2007 — June 2012. Base: Australian Population (14+). n=98,355. Average of 19,671 per year.

Respondents were asked: “For each of the following products, would you be more likely or less likely to buy if it was labelled ‘Made in China’.


Norman Morris, Industry Communications Director, Roy Morgan Research says:

“Australians have a strange relationship with our largest trading partner — China. Despite trade with China making up nearly 20% of Australia’s overall two-way trade — well ahead of second-placed Japan (12.0%), the USA (9.0%) and South Korea (5.4%)*; across the board far more Australians say they are ‘less likely to buy’ a product labelled ‘Made in China’ than those that say they are ‘more likely’.

“Perhaps unsurprisingly, sizeable minorities of Australians say they are ‘more likely to buy’ Clothes (32.9%, down from 34.2% a year ago) and Electrical Goods (28.3%, up from 27.9% a year ago and 25.4% four years ago) if they are labelled ‘Made in China’ — the two product categories for which Chinese goods find the most favour.

“The largest difference is for Wine & Food with 82.6% of Australians ‘less likely to buy Wine labelled Made in China’ compared to just 3.2% that would be ‘more likely’ and 82.5% ‘less likely to buy Food labelled Made in China’ compared to only 5.8% that would be ‘more likely’.

“Despite this clear reluctance to buy food and wine labelled ‘Made in China’ — Chinese food remains the favourite ethnic cuisine of more Australians than any other as shown in a recent Roy Morgan State of the Nation Report.”