Made in the USA labels matter to shoppers, survey finds
A sense of patriotism, belief in quality and a desire to help the U.S. economy motivate shoppers to buy American.
Mon, Sep 17, 2012 at 03:16 PM
"Made in the USA" matters to shoppers, new research shows.
A study by Perception Research Services International found that four out of five consumers notice Made in USA on a product's package, with more than three-quarters of shoppers using that as motivation to buy.
Overall, the research found that the No. 1 factor in a shopper's decision to purchase American-made products is a desire to help the economy. If they had their choice, the consumers surveyed would prefer to purchase food, medicine and personal care items that are made in the United States.
While American products are appealing to consumers, the study shows those from China are losing their desirability. More than half of shoppers surveyed are less likely to purchase products that are manufactured in China, citing safety and quality concerns. Those who do purchase items form the Asian country said price was the motivating factor.
The research found that shoppers over age 35 are the most likely to be positively influenced by the made in the USA claim and the most negatively influenced by the made in China one. [13 Iconic Brands Still Made in America]
"Whether it is for quality assurance, to boost the economy, or out of patriotism, buying American-made products is becoming quite fashionable among U.S. shoppers," said Jonathan Asher, executive vice president of Perception Research Services International.
Particularly for products that are ingested, such as food, beverages and medicines, Asher said those that are manufactured in the U.S. should be promoted as such. He advises companies to include made in the USA mentions on their packaging and other marketing materials to ensure shoppers are aware of their home- grown products.
The research was based on surveys of more than 1,400 consumers over age of 18.
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