92 PER CENT OF SOUTH AFRICANS SAMPLED BELIEVE THAT SOUTH AFRICA NEEDS A CAMPAIGN TO STIMULATE COMMITMENT TO LOCAL GOODS AND SERVICES

20 February 2001

In a survey commissioned by Nedlac recently, it was found that 92% of those sampled believe that South Africa needs a campaign to promote consumers and companies' sourcing their goods and services locally. The survey, which consisted of face-to-face interviews with 370 adults, was conducted as part of a broader research programme backing up the soon-to-be launched Proudly South African campaign. The research was commissioned by a Nedlac task team, which has been working on operationalising the commitment made at the Presidential Jobs Summit to a "Buy South Africa" campaign.

The research further showed that 77% of respondents already make some effort to seek out South African goods on the shelf. Of all the criteria that would encourage them to buy a locally made product, "very good quality" and "contributing to the economic upliftment of the country" were articulated by most consumers.

The survey found that whether consumers looked for "country of origin" depended on the product. Consumers buying fresh produce were keen to know it was produced locally, whereas those buying technological products were more sceptical of South Africa's ability to produce quality goods. However, 52% of respondents claimed that they would support locally- produced products as they were proud of South Africa. In most cases, South African products were seen as being good value for money, but consumers insisted that a local content label should reassure consumers of a minimum quality standard.

Consumers were asked the extent to which various statements would motivate them to buy a locally made product instead of a product without any such label. 82% said they would find it very encouraging if they knew it was of very good quality, 72%, if it were cheaper than other products, 77% if they knew it would create a better future for their kids. 75% of respondents said they would find it very encouraging that if by buying the product, they knew it would create jobs, 71% said it would be encouraging to know it had been produced without damaging the environment, whilst 68% of respondents would be very happy if the product had been produced without exploiting labour. .

The research found that higher income groups placed slightly more emphasis on quality, whilst lower income groups placed more emphasis on the importance of economic upliftment. Of the total sample, 59% said they would not be prepared to buy a local good if the quality was not as good as an internationally-made one. However, in terms of a type of "patriotic tax" 59% of respondents said they would be prepared to pay a little extra for South African goods if the quality were as good as international products.

The research concluded that a campaign of this nature could expect good support from the South African consumer, as long as a commitment to quality accompanied the commitment to stimulating the economy and creating jobs.

Issued by Nedlac