For a product made in Italy, Italians are willing to pay even 20% more.
This is what emerges from the research by Teleperformance Knowledge Services commissioned by Made in Italy, a project aimed at enhancing Italian excellence, on a sample of 2 thousand Italians between 18 and 65 years old, representative of the population by gender and geographical area.
It emerges, in fact, that the value of the Made in Italy brand is increasingly recognized and that Italians are willing to pay a little more to have authentic and quality products.
The people of the Marche region, the research reveals, say they are willing to spend up to 17% more, and therefore slightly below the national average, but still demonstrating that they give value to products made in Italy.
It was discussed this afternoon in Ancona in the roadshow "Tradition and innovation Made in Italy - The protagonists tell their story", which was held at the Confindustria headquarters.
The objective of the event - conceived by Roberto Santori, founder of Made in Italy - was to encourage the exchange of ideas to create value for business and the country system, leveraging the skills of Made in Italy.
The event opened with greetings from Santori, Giorgio Moretti, vice president of Confindustria Ancona, and Massimiliano Imbesi, regional manager of Manpower Group Italia, central and north.
Gabriele Albani, CEO of Teleperformance Knowledge Services, illustrated the results of the research, comparing the national data with the cross-section of those of the Marche region.
The production process phase has a very strong impact on the connotation of Made in Italy, with 85% of those interviewed stating that the product must be created by an Italian company in which the entire production process takes place in Italy.
Food (78%) and fashion (69%) dominate the ranking of the sectors most associated with Made in Italy.
In the Marche region, research has highlighted a strong interest in the adoption of new technologies in the production and production process.
This demonstrates - it was underlined - a clear commitment to innovation to maintain and strengthen competitiveness in the global market.
Furthermore, the survey highlighted a strong emotional and cultural connection with the manufacturing industry, with a particular emphasis on leather goods, a historic sector of great economic importance for the Marche region.
“The survey confirms that Made in Italy is a style that is established throughout the world and which, despite growing competition in terms of cost or imitation, we do not want to give up, aware of its value in terms of quality and creativity,” highlighted Sartori.
“Our research confirms that Made in Italy is above all the generation of value for the national economy,” said Albani.
The event was also attended by Federica Capriotti, president of Imelca;
Giovanni Clementoni, CEO Clementoni;
Giovanni Fileni founder and president Fileni Alimentare;
Enrico Giaquinto, chief industrial operations officer of Angelini Pharma;
Enrico Loccioni, Loccioni president;
Maurizio Vecchiola, CEO of Finproject;
and Giulio Camillo Zuccoli, TooA CEO, who told their success stories linked to Made in Italy.
The new rector of the University of Camerino, Graziano Leoni, concluded the proceedings with a reflection on how companies can take advantage of the opportunities offered by the Pnrr to strengthen skills, especially in the field of research and technology, and enhance young talents.