We asked the Italians, in reference Buying that are normally found, for which product categories pay more attention to quality.
The results show us that the search for quality as we could wait, you turn first to the product categories that have more directly to do with the individual, as a guarantee of health for the body and not harm the skin. Also quite important is the quality of clothing and technology products.
Our hypothesis is that there are categories with respect to which it is easier to identify the signals of quality and to refer to them when purchasing on a more widespread and shared information regarding the selection criteria, that is to say that the quality you look for when you know what to look for.
For simple examples, the absence of preservatives in food industry, certification of origin of Italian vegetables, information campaigns on the use of GMOs are widely discussed topics in the media, the characteristics of fabric for clothing is a value conventional performance technological products are described and compared in different forms, publications specialist with the assistance but also information on the store.
In fact men and women, the most striking differences are found in relation to food, household goods, products for household cleaning and hygiene products and cosmetics where the women are more attentive to the quality of course also for the more familiar with the type of product, while for technology products, more masculine, men consider that the quality more important.
Compared to other product categories, even daily, it is possible that the idea of \u200b\u200bquality and the signals that are recognized to be less present in people's minds and thus not considered.
This first survey will be followed by other small periodic surveys for the purpose of monitoring the adequacy of our assumptions and to reconstruct the meaning of quality and recognize the features that make in relation to different areas of consumption.
Here are the results of the question asked of a representative sample of Italian population of 500 cases, via CATI.
E 'purchasing power for that Italians consider that the quality is particularly important, with 76.7% on average. They are younger, between 18 and 24 years are less attentive to this issue, with 64.9%, a rate still high, while the middle-aged, between 35 and 44 are the most careful with the absolute '83%.
43.6% of respondents consider it important quality when buying body care products, hygiene and cosmetics .
Following are apparel (35.1%) and technology products (34.5%).
In both cases the men to show a more marked attention to the quality of technology, as might be expected given the nature of men's purchase of technology, the difference is substantial and that is 21 percentage points (45.5% vs 24.2%). For clothing, however, was not granted that people's attention to quality of products exceeds that of women by 4 percentage points.
order, then, the quality is important for the categories of
Appliances
30.1% of household cleaning products 27.7%
Financial Services, Banking and Insurance 24.3% 20.1%
Home Products
publishing (newspapers, magazines, books)
Travel Services 19.7% 15.3%
DIY / DIY 10.4%
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