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Made in France

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Submitted By Johanne
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Les Français et le Made in France
Vague 2

N°110936 Vos contacts Ifop : Magalie Gérard magalie.gerard@ifop.com Adeline Merceron adeline.merceron@ifop.com

Janvier 2013

1

La méthodologie
2

Note méthodologique

Etude réalisée pour :

ATOL
Echantillon de 1 008 personnes, représentatif de la population française âgée de 18 ans et plus. La représentativité de l’échantillon a été assurée par la méthode des quotas (sexe, âge, profession de l’interviewé) après stratification par région et catégorie d’agglomération.

Echantillon :

Mode de recueil :

Les interviews ont eu lieu par questionnaire auto-administré en ligne (CAWI Computer Assisted Web Interviewing).

Dates de terrain :

Du 8 au 10 janvier 2013

NB : Dans ce document, il est fait mention d’un étude réalisée en octobre 2011. Celle-ci a été effectuée par l’Ifop pour Le Cèdre auprès d’un échantillon de 1 004 personnes, représentatif de la population française âgée de 18 ans et plus, par questionnaire auto-administré en ligne (CAWI - Computer Assisted Web Interviewing) du 4 au 6 octobre 2011.
3

2

Les résultats de l’étude
4

Le pays d’origine d’un produit ou d’un service voit son importance progresser dans les comportements d’achat…
Question : Aujourd’hui, quand vous choisissez d’acheter un produit ou un service, diriez-vous à propos de son pays de fabrication... ?

Que c’est un critère de choix déterminant que vous prenez systématiquement en compte lorsque vous achetez un produit ou un service

13% +3
10%

Important / Déterminant
52%
+6

Que c’est un critère de choix important que vous prenez souvent en compte lorsque vous achetez un produit ou un service

39%
36%

+3

Que vous y êtes sensible, mais que vous n’y pensez pas souvent lorsque vous achetez un produit ou un service

37% =
37%

Un peu / Pas du tout 48%
-6

Que vous n’y pensez pas du tout

11% -6
17%

Janvier 2013

Octobre 2011
5

…elle est plus prise en compte parmi les générations les plus âgées
Question : Aujourd’hui, quand vous choisissez d’acheter un produit ou un service, diriez-vous à propos de son pays de fabrication... ?

Sous-total : Pas souvent / Pas du tout

Sous total : Important / Déterminant

18-24 ans

73%

27%

25-34 ans

60%

40%

35-49 ans

52%

48%

50-64 ans

41%

59%

65 ans et plus

29%

71%

6

La propension à payer plus cher un produit fabriqué en France progresse également
Question : Est-ce que vous seriez prêt à payer plus cher un produit dont vous savez qu’il a été fabriqué en France ?
Rappel Octobre 2011
     65 ans et plus : 84% Cadres : 85% Prof. Intermédiaires : 84% Agglomération parisienne : 82% Revenus > à 2300€ par mois : de 82% à 84%

26%

5% 1%

TOTAL Oui 77%
Rappel Octobre 2011 : 72%

+5

Oui, de 5 à 10% plus cher 29% Oui, de 10% à 20% plus cher 7%

40% 28%

Oui, plus de 20% 1%
Oui, jusqu’à 5% plus cher 40%

NON, vous ne seriez pas prêt à payer plus cher 23%
Rappel Octobre 2011 : 28%

-5

 18-24 ans : 36%  Ouvriers : 36%  Revenus < 1500€ par mois : 33%

7

Si le soutien à l’industrie et au marché de l’emploi sur le territoire national demeure le trait le mieux identifié du Made in France, une part plus importante qu’en 2011 estiment qu’il garanti également des normes sociales et environnementales plus respectueuses
Question : Etes-vous, tout à fait d’accord, plutôt d’accord, plutôt pas d’accord ou pas du tout d’accord avec les affirmations suivantes ? Le fait qu’un produit soit fabriqué en France implique…
Evolutions par rapport à Octobre 2011 Evolutions par rapport à Octobre 2011

Que par son achat, on soutient l’industrie française et le marché de l’emploi en France Une meilleure garantie sur la qualité du produit (respect des normes françaises et européennes) L’assurance que le produit ait été fabriqué selon des normes sociales respectueuses des salariés Que l’on favorise le respect de l’environnement, notamment en optimisant l’utilisation de transports

+1

95%

64%

31%

4%1%

5%

-1

+1

93%

48%

45%

6% 1%

7%

-1

+5

92%

43%

49%

7% 1%

8%

 -5

+3

87%

36%

51%

12% 1%

13%

 -3

8

Bien davantage qu’une prise de sanctions à l’encontre des entreprises qui délocalisent, les Français estiment que l’Etat devrait inciter à la relocation sur le territoire de leur production
Question : Selon vous, l’Etat français doit-il... ?
Rappel Octobre 2011

7%

Aider et inciter les entreprises à localiser ou relocaliser leur production en France 71% +3
 Moins de 35 ans : 76%  Employés : 78%

Laisser les entreprises choisir librement le pays de production de leurs produits 9% +2

68% 25%

 Cadres : 15%  Agglomération parisienne : 15%  Revenus > à 4500€ par mois : 16%

Pénaliser les entreprises qui délocalisent 20% -5
 Ouvriers : 26%  Communes rurales : 25%

9

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