Moroccans ready to eat locally if the quality/price ratio is acceptable

Moroccans are ready to consume local provided that the product is in an acceptable quality/price ratio, reveals a study on the perception of the Moroccan consumer in relation to the label “Made in Morocco”, the main points of which were presented on Wednesday in Rabat on National Consumer Day.

“Moroccans are ready to consume locally and reduce the share of imports in their basket and therefore contribute to the development of local businesses and the economic development of the country, provided that the product is in an acceptable quality/price ratio. »indicates the study carried out by the National Federation of Consumer Associations (FNAC) in partnership with the Ministry of Industry and Trade.

In addition, it indicates that 62.6% of those surveyed said they were confident about products made in Morocco, of which 21% said they were very confident. 34.7% of respondents find that the “Made In Morocco” label is useful for choosing products. However, 24.1% consider that the “Made In Morocco” label is useless for the choice of products.

For social categories experiencing financial constraints, they consider that the prices of Moroccan products are more expensive or equivalent to the prices of foreign products (37.9%). Middle and high income consumers find that the prices of local products are cheaper than other products with the exception of Chinese products (16.9%).

Regarding the quality of Moroccan products compared to those of foreign products, 19.1% of respondents find that local products have a higher quality than that of foreign products and 31.6% believe that it is equivalent quality.

Thus, Moroccan consumers are interested in a distinctive label of products made in Morocco. Indeed, 68% would consider such a label useful for choosing their products. This rate reaches 76% among consumers who show a desire to favor Made in Morocco products.

For the sectors for which Moroccans prefer made in Morocco, 36.5% of respondents, regardless of age, level of education or social class, first cite food products of Moroccan origin. This reflects a form of pride in the quality of Moroccan gourmet products and that the cost of food products is lower than imported products. Behind food, the second type of product cited is automobiles with 29.3%, then textiles with 26.2%, and last comes electronics and household appliances with only 9% on average.

On the other hand, 39.1% of the population refuse to consume local products or do not trust Moroccan products. 60.9% give this refusal, either to the quality with 30.2% or to the price of the product with 30.7% of the products.

As part of the government’s program, for the period 2021-2026, aimed at promoting national competitiveness and supporting the competitiveness of the “Made in Morocco” label, the survey took place between December 25, 2021 and on January 31, 2022, with a sample of 3,000 people aged 18 to 65 (1,500 online and 1,500 face to face).

The objective of this study is to apprehend the behavioral factors which intervene in the choice of consumer products, to understand the behavior of the consumer vis-a-vis the Moroccan products and his level of information and to make an evaluation of the impact of consuming Morocco on economic recovery in order to make recommendations for the promotion of Moroccan products.

In commemoration of World Consumer Day, the Ministry of Industry and Trade organized, in collaboration with the federations of consumer protection associations, the 10th edition of National Consumer Day, under the theme: The Moroccan consumer in heart of the local product development strategy.

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