Retail Active the leading Mystery Shopping Company has surveys a panel of 2,887 people during July 2011 to ask if they would buy British products in preference to imported items.Overall there is a resounding seal of approval for items made and sold in Great Britain with a staggering 91% saying that their preference is to buy British whenever possible.
There were regional differences, with buyers in Scotland and Wales having a preference to buy in their home country before wanting to buy British produce in general.
Northamptonshire topped the list as the county most passionate about buying British.
The survey went on to ask 'if given the opportunity would they purchase British in preference to imported products' in specific categories. Organic produce, outdoor and leisure, food and confectionery all scored in the mid to high ninety percent. However electronics, motors, home and furniture all scored disapointingly with 62% saying they would make British goods their first choice.
A core theme that ran through the feedback was that is often too difficult to identify British goods. Where shoppers did identify UK goods they are prepared to pay a little more for them.
Retail Active went on to ask why people felt so passionate about purchasing UK goods, with pride in British capabilities, quality and the limited impact on the environment being top reasons.
Julian Chamberlain, CEO of Retail Active Mystery Shopping, says “this is a fascinating insight into the psyche of the British shopper. We live in a shrinking world, where interconnectivity and communications have given rise to the global economy. Many UK economists celebrate globalisation, claiming that the market is working more efficiently than ever. However according to our research most people would buy British goods as their preferred choice, a fact that some experts may have overlooked?
This is great news for manufacturers and producers up and down the land. Retailers can stock British goods in the confidence that they are likely to sell well and command a small price premium.
