We’ll buy Irish but only if price is right

Brian McCarthy, national sales director, UTV Radio Solutions with Al Dunne, MD of Unique Media at the launch of UTV Radio Solution's 'Urban Access Panel' research

Nearly 75% of urban dwellers here like buying Irish and local products, a new survey has found. Significantly though, they're not prepared to pay over the odds to do so.

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Nearly three quarters of urban dwellers in Ireland say that while they like buying Irish or local products, they are not willing to pay any extra for them. This is according to new research released by UTV Radio Solutions and iReach Market Research. In addition 96% of respondents said they trusted the quality of Irish food.

‘The Urban Access Panel’ survey, conducted last month, shows that 82% of urban dwellers are likely to buy an own brand product over a recognised brand, with 61% saying price was an influential factor in buying own brand products. 

Also 75% of respondents said they currently have less disposable income than this time last year and 56% said saving is currently more important to them than spending. That said, 72% said if an offer provides good value for money, it makes them more likely to spend.

With the level of urbanisation in Ireland increasing steadily, from 46.4% in 1961 to 62% in 2011, and 62% of the Irish population now living on just 2.4% of the land area, urban dwellers are a key demographic for advertisers. The survey results are based on responses from 2,116 urban participants nationwide, of which 52% were female and 48% were male.

This is the first wave of a regular quarterly tracker and is the foundation of the creation of the UTV Urban Access Panel powered by iReach. 

For more information, visit www.ireachinsights.com.

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