When asked, top-of-mind, to name a locally-based brand, over 50 companies are mentioned by Manitobans. As might be expected, many Manitobans take a consumer perspective and most commonly mention the brands with which they interact. Given that over 50 brands are mentioned, it is not surprising that only a few are mentioned by many Manitobans. The most well-known Manitoba brands are: Peak of the Market (24%), MTS (11%), and Manitoba Hydro (8%). Within the long list, many food and beverage product brands are also mentioned, including: Old Dutch Foods (6%), Fort Garry Brewing Company (4%), Granny’s Poultry (2%), Half Pints (2%), and Bothwell Cheese (2%).
Manitobans are proud of locally-based brands for many reasons. Most commonly, Manitobans are prideful because of the quality of the products and services provided (41%). Other sources of pride include the brands’: success (19%), giving back to the community (16%), promotion of local talent and products (16%), reputation (16%), and ability to satisfy customers (16%).
Below are select local brands and their sources of pride for Manitobans.
QUALITY - The quality of the store is quite high, and it keeps up with other large chains. (McNally Robinson) - They are well-managed and provide the public with quality service. (CANAD INNS) - This is because they offer quality service and advice in regards to financial matters. (Investors Group) - They have good food, and it is affordable — something that represents Manitoba.(Salisbury House) - Traditional, and consistent products and quality. (Salisbury House) - This is because they provide quality vegetables to our province. (Peak of the Market) - They provide good service and food. (Pizza Hotline) - They make good beer; it tastes good, and its right here. (Fort Garry Brewing Company) - They make a very high-quality, original beer, which is affordable and delicious. (Half Pints Brewing Company)
SUCCESS - This is because they have been in business a long time, and they have expanded across our country, while providing
quality service. (Princess Auto) - This is because they are a global company, and they also give back support and aid to our communities in the
province. (Great West Life) - The owner has made a success of his business, and the hotels are very well-run. (CANAD INNS) - It's a leader in the business. (Great-West Life) - It is all over the country, and the person who started it is in this province. (Pizza Hotline) - It started small before breaking forth into a household name in the communication industry. (MTS)
COMMUNITY-ORIENTED - They offer an environment that I like. They seem community-oriented. (McNally Robinson) - They give back to the community. (Investors Group) - Manitobans feeding Manitobans. (Peak of the Market) - They support communities and support the less fortunate through charitable donations. (Peak of the Market) - They give back to the community. (MTS)
PROMOTE LOCALLY - The small guys getting together and making it bigger. (Fort Garry Brewing Company) - They are local with great customer service. (MTS) - They're a small company, a good social media presence; they're positive, and offer a lot of hands on things like tours
and stuff. They try to do something different with their product and, because of the beer they brew, we have a local access to beer. (Half Pints Brewing Company)
REPUTATION - In a very short amount of time, CANAD INNS has established themselves as a well-known company in Manitoba.
(CANAD INNS) - They have become a very well-known insurance provider in a very competitive market. (Great-West Life) - Its reputation is great and it has been around a long time. (Great-West Life) - They make their beers with the intention of people talking about them. (Fort Garry Brewing Company)
GENERAL CUSTOMER SATISFACTION - I think because they have local entertainment and local artists that display their work. They have educational
programming. (McNally Robinson) - They seem like they are one of the biggest Manitoba companies; they also still put up the Christmas displays. (MTS) - Because they grow fresh vegetables for people in Manitoba. (Peak of the Market)
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observe ongoing research work.
Founded in 1988, the company conducts large- and small-scale quantitative and qualitative research in both official languages. It provides program evaluation, market research, and economic analysis services to
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For more information about PRA’s services or facilities, please contact its offices directly or visit www.pra.ca.
PRA Inc. sponsored these questions independently on its Omnibus survey. No other organization, public or private, funded this study in whole or in part.
For more information about the research, please contact
Jenneke Le Moullec, Research Associate, at [email protected] or (204) 987-2030 or toll-free at 1-888-877-6744.
METHODOLOGY
PRA interviews adult Winnipeggers by telephone, using random digit dialling to select individuals. This allows the inclusion of individuals with unlisted or new telephone numbers, ensuring a random sample with the best possible representation of eligible respondents.
August 2013 Omnibus
Survey dates August 7–August 29, 2013
Interviewing method Telephone
Sample selection Random digit dialling
Sample size n = 802
Approximate maximum error ± 3.5%, 19 times out of 20
As any random sample may not represent the population perfectly, PRA corrects statistically for discrepancies in gender, age, and income to ensure the sample corresponds as closely as possible to Statistics Canada information.
