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Survey Shows Made in USA Matters



Back in July, the USA Olympic team hit a bump in the road when the news broke that their all-American athletic wear had been made in China. Considering the patriotic nature of the games, it’s not surprising that folks were upset but how do they feel about the origin of everyday items?

According to a shopper survey by Perception Research Services International (PRS), that “Made in USA” label is important enough to influence their buying decisions.

76% of those surveyed, said seeing a “Made in the USA” label made them more likely to buy the product but patriotism wasn’t the reason for the decision.

Most shoppers said the shopped USA in order to help the economy. PRS says it’s more likely that the real motivator is concerns about the quality and safety of products made overseas.

The one place “Made in China” wins is in the price department. They also found shoppers over 35 had the most negative response to the “Made in China” label. The question is whether this is a generational issue based on the experiences of people over 35 or is it simply that the younger crowd doesn’t give it much thought one way or the other.

Flipping this around, PRS found that the “Made in China” label was only a factor for 58% of shoppers in China. Those that preferred it said it was because it usually meant a lower price.

“Made in the USA” clearly matters to shoppers in the US, so marketers should take full advantage if they can. If your online store sells homegrown products, make that clear right on the front page of the site and every page after.  Whether they’re motivated by patriotism or quality concerns, many shoppers are willing to pay a little more for the right label. So why not link a lower priced, foreign product to a pricier, US made alternative for those who prefer to shop USA.

Forget what you learned in art class, in this case, red, white and blue makes green.