More than one in two Moroccans of the population surveyed say they pay attention to the “Made In” label when buying usual products, while 39% implicitly declare that this act is part of their purchasing habits, reveals a new study titled “Moroccans and Made In Morocco: Preference and Implication”.
According to this study, which has just been published by the Moroccan leader in data processing, “Imperium”, if the criteria of quality (70%) price (57%) of packaging (36%) and name of the brand (32%) far exceed that of the origin of the product (14%), it appears that the “made in” (in general) remains an important lever on which it is possible to build an attachment to brands among Moroccans.
Indeed, for several years, many initiatives have been launched to highlight the “Made in Morocco” and encourage the different targets to consume “Moroccan” specifies the same source, which notes that a dynamic has now become a priority. national level, or even an emergency within the framework of the economic recovery plan, with a view to ensuring a balanced trade balance.
It is in this sense that the Imperium study was able to establish a classification of “country preferences”, placing Morocco in third position (31%) tied with the United States, behind France (51%). and Germany (38%), which is due to the brand image and the “Nation Branding” strategy that these two countries have built for years with the Moroccan consumer in different sectors.
Regarding the perception of “Made in Morocco”, the study reveals that almost 5 Moroccans out of 10 of the population questioned, declare to pay attention to the label “made in Morocco” when buying usual products and that 2 in 3 Moroccans out of 10 do so “more” to “much more” (12%), especially women.
More significant still, the strong degree of confidence granted to the label “Made in Morocco”. Indeed, 72% of the population surveyed say they are confident in products “made in Morocco” including 28% say they are very confident, especially the middle class aged 35 and over, says Impérium.
The drop in confidence is to be correlated with the age group of young people, the survey having shown that the 44% of those surveyed who are not very confident are precisely Moroccans under the age of 24, underlines the survey, which strongly demonstrates that the concept of “local label” constitutes a very important lever to build and instill in the mindset of this target through the media and communication.
In addition, the study observes that 76% of the surveyed population believes that consuming Moroccan will promote the revival of the Moroccan economy. This population is mainly made up of classes D and E and belonging to the 25-44 age group.
Carried out from February 25 to March 6, 2021, the study also looked at trends in the confidence index before and during the vaccination campaign. It appears that if the feeling that the economic situation will be better than before concerns 54% of those polled, just before the vaccination campaign, the confidence index climbed by 6 points, from 54% to 60% after the 5 months. of the vaccination operation. The vaccination campaign therefore had a very positive impact on the people questioned.
It appears, in view of the results of Imperium’s study on “Made in Morocco”, that this is a real catalyst that can ensure a major dynamic for the revival of the national economy at the level of the domestic market and beyond that, says the study, which explains that this will involve building a brand image and consumer credibility.
In addition, the Covid-19 crisis has demonstrated the importance of a local label, especially for basic necessities. The economic situation has also shown that Morocco must necessarily improve its offers in order to reduce, as much as possible, its dependence on foreign countries.
The study also raised a very important “Fact” linked to national preference, namely that Moroccans are ready as citizens by their habits and attachment to their country, to consume Moroccan and to encourage their country. The Covid-19 crisis has only accentuated this national feeling.