AN INFERIORITY COMPLEX

Taranaki Daily News, 14 October 1930, Page 7

AN INFERIORITY COMPLEX

EFFECT ON DOMINION GOODS. EDUCATION POLICY NEEDED. “If manufacturers and their staffs showed as much concern in the welfare of New Zealand goods generally as they dt in respect of their own particular iv.dustr "Teat deal would be accomplished,” said Mr. J. F. Holloway, general manager of Restar, Ltd., in a letter read at a meeting of the Wellington Manufacturers’ Association. Mr. Holloway said that the problem seemed to divide itself into three headings as far as the average New Zealand buyer was concerned. They were: (i) Ignorance regarding values and country of manufacture; (2) inferiority complex as affecting New Zealandmade goods; (3) the retailer problem. In regard to the first consideration there w- many excellent lines made in New Zealand, which the owners -were either ashamed or afraid to label as New Zea-land-made. Possibly they were justified from the sales point of view for the reason that in the minds of many buyers the inferiority complex was uppermost. Until that complex could be replaced with a pride complex the battle wov be an uphill one. He considered that if manufacturers took the bold course and made it very plain that their goods were made in New Zealand, the general average of quality was such that the stupid preference for imported goods would gradually disappear. Mr. Holloway suggested that manufacturers should prepare a series of cards for inse’tion in pay envelopes, or better still., for postage to the wives of employees setting out lists of New Zealand-made goods. _ < T’ • second item .would gradually disappear with intensive propaganda, Mr. Holloway continued. He suggested that the activities of the central organisation might be increased in the direction of closer co-operation among manufacturers. Suggestions might be invited as to improvements that could be effected in various directions. The retailer could do a great deal to assist the movement, and it was the duty of manufacturers to encourage the retailer who took a pride in handling hi: owa country's goods. The vital considi ...ion, however, was demand, and over that the retailer had little control

A letter from another firm suggested that representatives should be appointed t. visit factories and talk to the employees on the buying of New Zealand goods. A booklet setting out the names of all members of the association and the articles they produced nugl.t also be prepared.