Hamburg, 14 April 2022 – According to a recent representative study, Chinese products are by far the most widespread products in South Africa, followed by the USA. Germany is ranked 3rd, ahead of Japan, the UK and even India . When confronted with three exemplarily selected products only differing in their country of origin, more than half of the participants choose the German product over the identical East-Asian and US-American competitors.
The Hamburg-based market research institute SPLENDID RESEARCH conducted an online survey in February 2022 with people aged between 18 and 69 living in South Africa. Participants were actively recruited via the Online Access Panel of SPLENDID RESEARCH GmbH.. The survey investigated the topic of “Made in Germany” by both identifying the industries the label is most likely to be associated with and what characteristics is linked to it.
The results of the study show that the country of origin is an important purchase criteria for two thirds of the respondents, particularly for men or elderly people. Only eight percent of the South African participants consider the country of manufacture “rather unimportant” or even “very unimportant”.
When confronted with three exemplarily selected products that only differ in their country of origin, more than half of the participants favor the German product over the identical East-Asian and US-American options. Almost two thirds of the respondents in South Africa are willing to pay more for a product from Germany than for a product from their own country. The willingness to pay is not only higher among men than women but it increases with net income as well.
The industries associated with “Made in Germany” might be the answer to where this positive image could come from. Especially the automotive industry (69 percent) and the machinery industry (44 percent) are linked to the “Made in Germany”-seal. “Both industries are characterized by large corporations such as Volkswagen, BMW, Audi, Mercedes-Benz or Siemens, which have become known and appreciated worldwide for their innovations, technologies as well as their quality.” says Norman Habenicht, Head of Marketing & Communications at SPLENDID RESEARCH.
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Author: Norman Habenicht from SPLENDID RESEARCH GmbH.
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Source: MyPR International
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