AUSTRALIA: Dick Smith maintains high sales due to patriotic promise, says research

Dick Smith Food products have been bought by two thirds of Australian consumers since their launch in 1999, according to research conducted by ACNielsen , making sales of the brand well above average compared to any other new product launch. The Dick Smith range is more expensive than same sector competitors, but ACNielsen’s research revealed that Australians were influenced in their purchasing decision by Dick Smith’s marketing approach of “keeping profits and jobs in Australia”.

November 2, 2001

Dick Smith Food products have been bought by two thirds of Australian consumers since their launch in 1999, according to research conducted by ACNielsen, making sales of the brand well above average compared to any other new product launch.

The Dick Smith range is more expensive than same sector competitors, but ACNielsen’s research revealed that Australians were influenced in their purchasing decision by Dick Smith’s marketing approach of “keeping profits and jobs in Australia”.

Furthermore, 47% of shoppers bought the products for a second time, despite the higher price.