Local Schmocal?

Every time I’ve tested products, services or brands in focus groups in recent years, participants have stressed the importance of local products*.
In qualitative research, local companies, brands or products are often preferred over others, and the reasons for gravitating towards these are legion…
- Higher quality perception: For example, fruits and vegetables are considered fresher; and Canadian regulations for several types of products (e.g. meats, electronics) are considered stricter than those in our neighbouring countries;
- Stimulating the local economy or supporting local producers and artists;
- National or regional pride;
- For some types of products - clothes, for example - consumers will argue that Canada offers better working conditions to labourers, which they want to support;
- Other consumers get their green on, arguing that local products are more environmentally friendly, since they travel smaller distances;
- A sense of uniqueness: For example, locally-made clothing is usually created on a much smaller scale than mass-produced items;
- Local manufacturers are claimed to be more aware of local needs: Just think of anything that needs to resist our harsh Canadian winters.
It’s very interesting to hear the arguments for local products flow abundantly, but do consumers put their money where their mouth is?
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