The price sensitivity of Quebec consumers toward locally made hardware products has been highlighted by the Quebec Hardware and Building Materials Association (AQMAT). Despite a strong appreciation for Canadian-made tools, many residents are reluctant to pay higher prices.
Consumer Attitudes Toward Local Hardware Products
A recent survey conducted by Léger revealed significant insights into consumer preferences. Approximately 69% of respondents deem the “Made in Canada” certification important. However, only 57% would choose a Canadian product over a cheaper imported alternative.
- 35% of respondents are willing to opt for products from the United States or China if they are less expensive.
Challenges for Local Hardware Retailers
Richard Darveau, president of AQMAT, expressed concerns about consumer behavior. He emphasized that while consumers want to support local products, financial constraints often dictate their choices. “The wallet doesn’t always align with the desire to buy local,” he remarked.
Consumers indicated they would only pay a premium of 6% for a Canadian-made hammer, showcasing their price sensitivity.
The Importance of Customer Service
Darveau stressed the need for excellent customer service in hardware stores. He noted that shopping for hardware is different from grocery shopping, where consumers are familiar with the products. “If you have a question or project, you need someone to advise you,” he added.
Impact of Government Regulations
Darveau also criticized recent changes in government regulations that extend store hours, arguing they harm local businesses. He pointed out that over the last five years, approximately 100 hardware stores have closed in Quebec, while only three or four new ones opened.
Generational Differences in Consumer Behavior
The survey also highlighted a generational gap in purchasing preferences. Among individuals aged 18 to 34, only 45% are inclined to buy a Canadian-made paintbrush, even if it costs more. In contrast, the figure rises to 64% among those aged 55 and older.
The survey revealed that 47% of younger consumers avoid “Made in USA” products, while 74% of older customers prefer to steer clear of American-made tools.
Local Initiatives and Recommendations
Darveau mentioned the “Bien fait ici” program, initiated by AQMAT in 2018, as a possible avenue to encourage younger consumers to make better choices. He urged the Canadian government to provide support similar to what was seen for the “Aliments du Québec” initiative, which has seen governmental backing to foster local consumption.
In summary, while Quebec consumers value local hardware products, their purchasing decisions are heavily influenced by price. This trend poses challenges for local businesses and highlights the importance of customer service and generational differences in shopping habits.
