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Buying Local Driven by Product Quality, Reliability
October 5, 2010
2 Min Read
BOSTONAlthough buying local" isn't a top priority for consumers, localism becomes an important part of a product's overall value proposition when it is perceived by consumers as a means of obtaining "a high-quality, cost-effective, safe and reliable product, according to results of a new survey from Communispace.
The study, Local Eyes: The Newly Focused Consumer Lens," examined the growing consumer trend to purchase "local" using a multi-method online approach to learn how nearly 1,000 consumers from 10 different countries around the globe define, prioritize and support local endeavors.
Data indicates that any brand, no matter what size, can create a local presence in the community. To capitalize on the lessons of the "local" trend, brands must focus on connecting with consumers, being transparent with successes and challenges, and teaching employeestheir corporate communityabout the product's value proposition and lifecycle so they can, in turn, educate the customer. Most importantly, they must remember to be flexible and consider the unique needs of the local community, wherever they are in the world.
Key findings include:
Local is contextual and isn't just about food. The definition of local changes depending on where the consumer is basedon an island, in the city or suburbs, in what country, etc.and on their own set of buying needs and personal priorities. The local phenomenon also goes beyond local food and the desire to be altruistic. Local purchases strengthen ties to family, to neighbors and to the land itself; they also contribute to the community and the economy at-large by generating both jobs and tax revenue.
Connection is key. Today's consumers are wired-in on a global level. Thus, one compelling aspect of local buying is, in our commoditized world, "local" can connect consumers to an authentic experience and ground purchasing decisions with a sense of history, tradition and community. Brands have an enormous opportunity to create this sense of connection through sharing their story and history, and sinking roots in local communities through corporate giving, hiring practices, and domestic support operations.
Local enhances the value proposition. When consumers are seeking a certain benefit from a productsuch as freshness, geographical convenience or supportive customer servicethey often see purchasing local products as a way to get what they want, not just to do good.
Local is becoming a mainstream criteria for purchasing decisions. Consumers have a heightened awareness of how products are made and are taking a more holistic view of their purchases, considering pre-point-of-sale factors such as where the raw materials come from, where they're manufactured, what carbon footprint they create, etc. This global way of thinking has become more mainstream and consumer buying decisions now are based on this multifaceted value proposition.
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