ACP study: Australians want cheaper but not lower quality
A research study by ACP Magazines has found that 76% of Australian consumers are now more careful with their money post global financial crisis and have a new fondness for supermarket brands – but they are not prepared to sacrifice on quality when it comes to food and homes.
The announcement:
The Global Financial Crisis is still impacting the attitudes and lifestyles of Australians who have re-calibrated how they purchase, work and play.
New research from ACP Magazines and research company, The Seed – entitled How We Live: A Love Affair With Food and Homes – reveals a smarter, savvier Australian consumer who has found clever ways to manage in the new economic order without sacrificing quality.
Considering around half of the population are male, and another portion under 18, I find the ‘80% of Australians’ figure you have quoted from this study very hard to believe.
Can this be verified?
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Some facts to consider Moogstar (and Sean at The Seed, please feel free to jump in):
* under AMSRS and ESOMAR rules there are lots of restrictions for conducting research on people under 14, and also restrictions for 14-18 year olds – so this research was probably based on People 18+.
* your comment regarding males being half the population seems to allude to you believing that males don’t read magazines – there is a plethora of verified research from all around the world to show that they do (and given that in the last 6-month audit there were over 63m magazines purchased – not read, purchased – then one has to surmise that men are also magazine readers).
* of course your comment could be suggesting that they don’t prepare meals (I wonder how all those single male households get their meals – sure take-away and eat-out may dominate but they DO cook sometimes!)
* the statement refers to them as ‘they look to magazines for practical solutions for meals’ – this does not mean that they exclusively or even regularly do that … but just that they have at some stage flicked through a magazine and thought ‘yeah, I could easily cook that’.
Given the above, the 80% claim feels about right. Now if it the research had said that they ‘regularly’ did this, then I would beginning to think Hmmmmmm.