Aussies and Kiwis say they’re less influenced by brand than global average
A new report from Nielsen has highlighted that marketers in Australia and New Zealand may have their work cut out for them when it comes to marketing premium brands.
The study found that three in four Chinese consumers say they are willing to spend more on designer goods (the highest globally), but just a quarter of Aussie consumers and 17% of those in New Zealand say the same, and would be happier purchasing the unbranded version of the product with the same function.
When asked if they like to buy products from famous brands, one-third of Australians and New Zealanders agreed (32% and 31%, respectively), lower than the global average of 47% and significantly lower than the Asia-Pacific average of 55%. India topped the scale globally with 74% of respondents saying they like to buy famous brands.
The Nielsen survey of more than 29,000 internet respondents in 58 countries also examined the role advertising has on influencing consumer purchasing decisions.
Globally, more than half the respondents agreed that commercials increase their preference for buying a brand. However, only one-third of Australian and New Zealand consumers agreed with this statement.
Suzie Dale, head of Nielsen Pacific’s Brand Practice, says on the outcome of the results, “Aussies and Kiwis have a real sense of needing to obtain value when buying goods. We tend to have a cynical side when it comes to advertising and branding, and like to see ourselves as ‘intelligent shoppers’ who aren’t won over solely by marketing claims but instead buy a product based on merit and the value it offers.
“The rise of private label goods in our supermarkets underpins this requirement – we generally need to believe a more expensive product will offer a tangible quality that makes it better, otherwise we’re often unwilling to pay more for it.”
“This also means that marketers in Australasia really need to understand what motivates purchasers to buy their goods, and hone in on these qualities in all aspects of brand promotion – from advertisements to packaging and point-of-sale. Status cues alone will fall short and instead premium brands need to communicate deep insight into purchaser’s lives. A product needs to show it will enhance a consumer’s life and is the ‘intelligent choice’ – for example a tastier cake, or a car that is luxurious but also uses less fuel and will look good for longer,” says Dale.
When it comes to buying famous brands India topped the scale globally with a whopping 74% preferring to purchase a well known label, the Asia Pacific was 55% with Australia and New Zealand coming in well below the global average of 47%, with only one-third agreeing they would choose a flashy brand over a bargin basic.
“While brands in Australia and New Zealand may need to work harder to sway shoppers based on marketing claims, this can also result in increased loyalty if a product meets expectations and really satisfies a customer’s need. These needs can also vary depending on what a consumer is looking for – be it a very fashionable outfit, the best quality materials, organically produced goods or a unique foodstuff.
“The key is for most Aussie and Kiwi consumers, a brand needs to be more than just the external packaging and promise – the product needs to match customer expectations and fulfil their requirements as an intelligent, savvy and informed shopper,” adds Dale.
“Premium brands therefore need to work harder in Australia and New Zealand, and not rely on just their ‘premium’ status as a famous brand. ‘Premium’ has to deliver more authenticity and better quality to entice the majority of our buyers,” she says.