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Canadians want value when purchasing products, survey says

By Mario Cywinski |

Value is paramount when purchasing consumer packaged goods, according to a new study.

Value was more important to Canadian consumers (79 per cent) than the average worldwide, with Russia (51 per cent) and Brazil (52 per cent) placing this at the lowest level of importance worldwide.

Slightly less than two-thirds (64 per cent) of global customers want value when they purchase packaged products a Consumer Goods survey from Ipsos Marketing found. Just over 50 per cent of respondants agreed that quality was of concern while and 50 per cent were worried about the price.

"For consumers at large, value is foremost on their minds when shopping for consumer packaged goods products, whether it is a food, household or personal product," says Gill Aitchison, president, Ipsos Marketing, Shopper and Retail. "It is really not surprising that quality and expensiveness would be cited as major drivers in the purchase decision as well since value is, in essence, a trade-off between quality and price."

Some other statistics from the study:

  • 64 per cent of customers cite taste as important when purchasing food;
  • 44 per cent cite healthy ingredients;
  • Only 26 per cent care if product is made in an eco-friendly way;
  • 30 per cent of consumers are worried about adding chemicals to their home from household products;
  • With 33 per cent concerned if the product will harm the environment.

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