If you're an Aussie, do you prefer to buy Australian Made?
According to Roy Morgan research, the answer is probably yes. 86% of Australian consumers agreed that buying Australian Made products is important.
But follow those same consumers up the tinned vegetables aisle at the local supermarket and the story changes.
While they may intend to buy from Australian producers, 4 out of 5 cans of tinned tomatoes sold are from imported brands.
👉 So yes, while people might PREFER to buy Australian Made, that doesn’t mean they actually do.
Because the uncomfortable truth is that wanting to buy local or be patriotic or more sustainable is one thing. Paying for it is something else.
🍅 This is bigger than tomatoes, of course.
This is about how you, in whatever business you’re in, can understand your customer’s behaviour and bridge the gap between what people say, and what they actually do.
⚠️ If you’re relying solely on listening to your customers - that’s things like focus groups, questionnaires, interviews and surveys - you’re getting answers, but you’re getting hypothetical and potentially misleading ones.
✅ Want real answers instead? That’s where behavioural science comes in.
Refs:
- Roy Morgan, 2023 – 86% of Australians say buying Australian Made is important:
- 4 out of 5 tins of tomatoes are imported
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