Three-quarters of Quebec consumers are unwilling to pay more than 5% more for Quebec-sourced products for the same quality, although a high proportion believe it is important to shop locally.
This is according to an ORAMA survey commissioned by the Quebec Retail Trade Council. Local shopping in groceries and pharmacies is considered important or even very important by 72% of those surveyed. For the other product categories, the proportion varies between 40% and 53%.
However, this meaning becomes relative when it comes to the cash register. A proportion of 38% of consumers are not willing to pay a penny more for a product from us and a further 38% would bother if the additional cost does not exceed 5%.
Done here, no trigger
“If they like the style, people will choose a Canadian-made garment for the same price. Is it a buying decision? I’m not ready to say that. But people like to say it’s made in Canada,” notes Tristan President Lili Fortin, whose company makes his suits and jackets in Quebec.
“We do this out of social and environmental responsibility and a desire to contribute to the local economy. People appreciate the effort, but I don’t think that’s the trigger for the purchase,” she clarifies.
“I don’t care where it comes from”
At the Galeries de la Capitale, a store manager said he recently presented a customer with a pair of jeans made in Quebec and was told, “I don’t care where they come from, I don’t want to pay that price. ! »
Photo archive, Chantal Poirier
Lili Fortin, President of Tristan
36% of survey participants are sensitive to the general price increase in recent months and state that they have reduced the frequency of their purchases of Quebec products, either because they have reduced their consumption in general (50%) or because they are looking for the lowest Price, regardless of where the product comes from (47%).
Rolande Drouin, a retired teacher who has been shopping for the holidays, says she shops locally when she can, but at the same price.
“I’m looking for local, but the criterion is nice, good, cheap,” she smiles.
For her part, Ginette Jobin has Quebec tattooed on her heart, both in the traditions of the holidays and in her shopping, and even at higher prices, she does her best to buy products from here.
“I shop locally as much as possible because it’s important for the future of our grandchildren,” says the 70-year-old grandmother, who attaches particular importance to the terroir of the Île d’Orléans.
On the other hand, she cooks a lot herself, knits and sews, which saves money. For Christmas she will be baking her meat pies with her 14-year-old granddaughter.
Ms Jobin’s values are consistent with what Peter Simons observes in consumers.
“Yes, the concern to shop local is there, but there is another demand from an environmental and values perspective. There is an increased sensitivity to more responsible and local consumption,” said the chief merchant and former chief executive of Maison Simons in a recent interview with the Journal.
The main reasons for buying locally
Promote the local economy 34%
Customer service 33%
quality 28%
Ecologically 28%
Inflation hurts
36% of respondents have reduced the frequency of their Quebec product purchases.
Source: ORAMA survey commissioned by the Quebec Retail Trade Council
Do you have any information about this story that you would like to share with us?
Do you have a scoop that might be of interest to our readers?