Aug. 8, 2012, Toronto — More than half of all Canadian consumers are willing to pay more to support small business in their community, according to the results of a new survey.
The survey, a joint project between RBC and Ipsos Reid, found that an
overwhelming majority of Canadians (94 per cent) believe that small
businesses play a critical role in the growth of the economy, and almost
nine in 10 (88 per cent) view them as vital job creators.
“The success and vitality of Canadian small businesses have played an
important part in Canada faring well through these difficult economic
times,” said Mike Michell, national director of small business for RBC.
“It’s great to see that most Canadians view small businesses as the
lifeblood of their communities and are proud to give them their
In fact, 61 per cent of Canadians say they would pay more for a product
or service in order to support a small business in their community, and
eight in 10 (83 per cent) say they support small businesses in their
community by doing business with them or promoting them. For those who
show their loyalty, 72 per cent say the reason is simply that they like
to support owners who live and do work in their community.
“This type of consumer insight can help small businesses find the
success they’re seeking,” added Michell. “For example, small businesses
should capitalize on local support by becoming more active in their
community, highlighting their local roots and asking their best
customers to promote them.”
The survey also found that, when it comes to deciding which small
businesses Canadians would support in their community, three-quarters
(73 per cent) said word of mouth referrals was a factor. Sixty-eight per
cent said it was the location of the business, while visibility in the
community was the determining factor for half (51 per cent).
The online survey was conducted from May 10 to 15, among 1,010 members
of Ipsos Reid’s national I-Say Consumer Panel. The margin of error is
3.1 per cent, 19 times in 20.