Price Not Brand Say Kiwis

8 December 2011

Price Not Brand Say Kiwis

New Zealanders are motivated by price not brand, according to the findings of a survey of laundry detergents.

The survey by Canstar Blue revealed 60% of those surveyed buy their laundry detergent based on price, rather than showing loyalty to a particular brand. The further south you live the more likely you are, to choose the cheapest laundry detergent with 64% of Dunedin residents, and 61% of those living in Christchurch looking to spend less.

Derek Bonnar CANSTAR – New Zealand National Manager said the survey also rated how satisfied consumers were with their laundry detergent. The survey asked shoppers to rate their satisfaction with their laundry detergent in seven categories: overall satisfaction, price, cleaning quality, number of washes, environmental friendliness, smell and feel of clothes. Ecostore laundry detergent came out on top receiving a five star rating in six categories including overall satisfaction. Reflect scored a five star rating for both price and cleaning quality. Persil was also awarded a five star rating for its cleaning quality and Fab received five stars for price.

“Our findings reinforce the widely accepted view that New Zealanders are finding things tough. Budgets are tight and shoppers are looking to save money where they can. Shoppers are also interested in getting added value from the products they buy. They don’t just want a laundry detergent that cleans their clothes, they’re also interested in other benefits such as, is it good for the environment?” says Derek.

Forty three percent of those surveyed like to choose an eco-friendly laundry detergent where possible, evidenced by the high rating Ecostore’s detergent received. Aucklanders were the most eco-conscious at 46%, with those living in Christchurch less concerned at 36%.

“Given our focus on saving money and increasing awareness of the environment, it wasn’t surprising that 88% of kiwis choose to hang their washing out on a line, rather than use a clothes dryer. Baby boomers were the most likely to opt for Mother Nature to help dry their washing.

Despite numerous campaigns over the years promoting sharing of household chores, the survey also found that women still shoulder responsibility for the household laundry. Ninety percent of the women surveyed identify themselves as the person who does most of the washing in their household, with only 62% of men saying they’re in charge of the laundry duties!” says Derek.

Amongst those surveyed the most common gripes about laundry detergents include:

• The price
• Opening the pack and having detergent spill over the sides
• Detergent residue on clothes
• Not environmentally friendly
• The smell of the detergent
• Whether it is possible to achieve the same number of washes and quality with 2x concentrate as with normal detergent.

Canstar Blue commissions Colmar Brunton Australia to survey 2,500 New Zealand consumers every few months to measure their satisfaction across a range of products and services. The outcomes reported are the results from shoppers who have purchased laundry detergent within the last 12 months, within the survey group - in this case, 1858 people. Laundry detergent brands must receive at least 30 responses to be included.

Canstar Blue is the new division of financial research and ratings company, CANSTAR which has been operating in New Zealand for nearly a decade.

Canstar Blue provides New Zealanders with the latest customer satisfaction ratings on products and services free of charge via the website www.canstarblueco.nz.

“Consumers will undoubtedly feel more confident about a purchase if hundreds of other Kiwis rate it highly,” said Derek.

To view the full results of the Canstar Blue survey go to: www.canstarblue.co.nz

About Canstar Blue:
Canstar Blue New Zealand was launched today by CANSTAR CANNEX, New Zealand and Australia’s premier researcher of retail finance information for more than 350 institutions across the finance sector. Canstar Blue will release regular surveys to measure and track New Zealand customer satisfaction to help consumers make the best purchasing decisions for their needs. Canstar Blue also provide customer satisfaction ratings in Australia.

About CANSTAR:
Founded in 1992, CANSTAR Pty Limited is Australia and New Zealand's premier researcher of retail finance information for over 350 institutions such as banks, building societies, credit unions, finance companies, brokers, mortgage originators, life companies and finance related internet portals. CANSTAR customers use the extensive database for competitor analysis as well as a means of disseminating their product range. This information is also distributed to print and electronic media for publication and to agents, accountants, brokers and internet portals for use in advising their clients.

What are the Canstar Blue ratings?
Canstar Blue uses market research to determine customer satisfaction ratings across a range of products and services including banking, telecommunications and electronics in Australia and New Zealand. Results are freely available to consumers who are encouraged to use the ratings as a guide to product excellence. The results can be seen at www.canstarblue.co.nz . New ratings are added regularly.

Laundry Detergent Results:

ENDS

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