A consumer survey conducted by the independent market research agency UMR has revealed that eight in ten (82 per cent of) Australians recognise the “five ticks” StandardsMark and see reliability, quality assurance and safety as its most valuable attributes.
The Certified Product “five ticks” StandardsMark is displayed on products ranging from babies dummies to safety glass and demonstrates that manufacturers have had their products independently tested and their processes assessed to some of the world’s toughest safety standards.
The Chief Executive of SAI Global Limited, Mr Ross Wraight, said: “The current ‘five ticks’ StandardsMark first appeared in Australia in 1987, with earlier versions going back to 1966 when the company first entered the product certification market.”
“The StandardsMark was originally introduced to offer industry and consumers assurance that the products they were purchasing met specified Australian and/or international standards.”
“UMR surveyed 500 adult consumers across Australia about their awareness, perceptions and understanding of ‘five ticks’ StandardsMark and its major competitors. The survey conducted in December 2004 showed that consumers predominantly connect our brand with quality assurance and meeting Australian Standards®. But they also associate excellence, safety and rigorously tested products with it.”
“The high level of general awareness of the StandardsMark reaffirms the success of our strategy to brand quality and safety, reinforced by the low level of awareness around competitors certification trade marks.”
According to the General Manager of Product Certification at SAI Global Limited, Mr Battaglia: “The survey also complements the weight of positive customer feedback and the overwhelming association of the ‘five ticks’ StandardsMark with quality, safety and standards – and that’s why people come to us.”
“The ‘five ticks’ StandardsMark is one of the pivotal reasons why organizations come to us for certification services and has proven its value time and time again as a perfect complement to an organization’s investment in marketing, R&D and manufacturing as they bring their product out to the marketplace,” said Mr Battaglia.
Key Awareness Findings:
· The “five ticks” StandardsMark has 82 per cent general awareness;
· Men were 85 per cent aware of the mark and women 70 per cent;
· Younger consumers (aged under 30) were 90 per cent aware;
· Six in ten consumers were more likely to buy from a shop that has the “five ticks” over its competitors that did not have the “five ticks”.
· Six in ten consumers indicate they are more likely to recommend the shop with the “five ticks” products over its competitor without this logo
According to Mr Wraight: “The high number of people purchasing products with the StandardsMark, especially products concerned with safety equipment such as bike helmets, safety glasses, fire extinguishers, and safety footwear, stresses our reputation for safety and reliability on the market.”
“Five Ticks” Purchasers
When it came to purchasing the survey also showed that:
· Seven in ten of the consumers aware of th