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New research reveals New Zealand consumers link the length of a manufacturer warranty to brand trust, good value, and product quality.
Key findings:
• Over four in five New Zealand adult respondents (84%) claim that when choosing a product to buy between two brands, if price and specifications were similar, they would choose the product with a longer manufacturer warranty
• Eighty-eight per cent agree brands that offer manufacturer warranty periods longer than those of its competitors are more trustworthy
• Eighty-seven per cent of New Zealanders agree that a longer manufacturer warranty means a higher product quality
• Ninety-three per cent of New Zealand adult respondents agree that long manufacturer warranties provide peace of mind
Auckland, NEW ZEALAND, November 28, 2019 – Canon New Zealand, the nation’s most trusted digital camera brand2, has today announced it is offering a new five-year standard manufacturer warranty for products in its Mirrorless, DSLR, Digital Video Camera and Lens product ranges3. Applicable to purchases made from 25th November 2019, Canon’s new manufacturer warranty demonstrates confidence in the quality of its products by backing it with an appropriate warranty.
To understand warranty expectations in the New Zealand market, Canon Oceania independently commissioned the Consumer Warranty Expectations Survey 20194 which found New Zealand consumers link the length of a manufacturer warranty to brand trust, good value, and product quality. Almost nine in ten (87%) New Zealand respondents agree that a longer manufacturer warranty means a higher product quality. Eighty-nine per cent also agree that a longer5 manufacturer warranty gives them certainty that what they buy is good value.
The research reveals New Zealand consumers consider brands that offer manufacturer warranty periods longer than competitors to be more trustworthy (88%). Furthermore, most New Zealand respondents (91%) consider longer than average manufacturer warranty periods proof that a brand is confident in the quality of its products.
According to Brad Gibbons, General Manager – Consumer Imaging, Canon New Zealand, Canon’s new five-year camera warranty for Mirrorless, DSLR, Digital Video Camera and Lens product ranges shows our dedication to providing quality products which we trust will perform over the test of time.
“We are New Zealand’s most trusted digital camera brand, we’re setting a new benchmark with our new five-year warranty, demonstrating our commitment to the quality, value and trust we have in our products,” says Gibbons.
The rise of ‘Transient Goods’
Canon New Zealand believes it is possible that New Zealand consumer habits are being shaped by the rise of transient goods: a consumer electronics industry created perception that has conditioned consumers into believing that technology is outdating so fast, hardware only needs to last one or two years until the next model is available. In support of this ‘transient goods’ theory, the Consumer Warranty Expectations Survey 2019 reveals most (88%) New Zealand consumer respondents believe that some consumer technology companies encourage people to update to new models every 1-2 years even though the current product would perform perfectly for several more years. This is felt by 90 per cent of New Zealand Baby Boomer respondents, and over four in five millennials (84%).
In looking to the digital camera category, the Consumer Warranty Expectations Survey 2019 reveals over a quarter (27%) of New Zealand respondents claim they expect a warranty of 4-years or more for an interchangeable lens DSLR or mirrorless camera that’s valued between $1,100-$3,000.
Only 11 per cent of the overall population disagreed that a longer manufacturer warranty gives them certainty that what they buy is good value. Among 18-24 year old respondents this number almost doubled (18%), which again may indicate transient goods culture has become a relative ‘norm’ for the digital native generation.
“At the end of the day, every brand should be providing products that offer the most value and the best possible experience to its consumers.”
Brad Gibbons
Unlocking true value and quality:
With over half of millennial survey respondents (60% compared to 38% of the general population) agreeing they spend money more impulsively at key sales times like Black Friday to bag a bargain, Canon is urging consumers to look beyond a product’s price and consider the brand’s New Zealand manufacturer warranty as a signal that it is confident in the quality of the product.
“When purchasing a product online during the sales, confirm that the product you’re buying is supported by a genuine New Zealand manufacturer warranty to give you peace of mind that you’re covered should the product have a defect,” says Gibbons.
“As consumers you can demand the best experience from the local brands you buy from. Know your rights as consumers and help stem the shift to a transient goods culture by supporting brands that demonstrate their confidence in the quality of the products they provide,”
Brad Gibbons
For more information on Canon New Zealand’s five-year warranty, visit www.canon.co.nz/warranty.
1 Applies to Canon Mirrorless, DSLR, Digital Video Camera & Lens purchases from authorised Canon New Zealand Dealers from 25th November 2019.
2 Readers Digest Most Trusted Brand Surveys 2017-2019
3 Applies to Canon Mirrorless, DSLR, Digital Video Camera (excluding Cinema EOS products) & Lens purchases from authorised Canon New Zealand Dealers from 25th November 2019.
4 The Consumer Warranty Expectations Survey 2019 was conducted by YouGov Galaxy Research online national omnibus between 7-11 November 2019, commissioned by Canon Oceania for Canon New Zealand comprising a nationally representative sample of 1,040 adults aged 18+.
5 More than two-years
