In
the latest shopper research survey conducted byPerception Research
Services International (PRS,www.prsresearch.com), results indicate
that 4 out of 5 shoppers notice “Made in the USA” claims on packaging – similar
to 2011 levels (83% vs. 80%). And most of those shoppers (76%) claim that they
are more likely to purchase a product after noticing the “Made in the USA” claim.
These
shoppers maintain that the number one reason they are more likely to buy “Made
in the USA” is to “help the economy.” Yet, the products they say they would
prefer to purchase - if American-made - suggest that quality and safety may be
the true motivating factors. These include food, medicine and personal care
items.
For
the first time this year, we asked shoppers in the U.S. about products that
tout a “Made in China” claim. This is noticed nearly as much as “Made in the
USA” (76% vs. 83%). However, just over half (57%) say they are less likely to
purchase products that are made in China – mostly because of safety and quality
concerns. The positive associations with “Made in China” are related to a
better price.
Shoppers
that are over 35 years old 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. It’s not clear if the 18-34 year olds see the world differently
based on their collective experiences and influences, or if they simply have
not yet reached an age where they’re affected by these considerations.
Interestingly,
we also have preliminary data from China that reveals that a “Made in China”
claim does not resonate as well there as “Made in the USA” does here. Just over
half (58%) of shoppers in China that notice a “Made in China” claim are
positively influenced by it. The primary reason given is a better price.
"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,” says
Jonathan Asher, executive vice president of PRS. "Particularly
for products that are ingested such as food, beverages and medicines - if you
make it here, make that clear – that is, include a “Made in the USA”
mention on your package (and possibly other marketing communications) so that
shoppers are aware of that fact.”
This
research for “Made in the USA” was conducted in July 2012 among over 1400
consumers, aged 18+, drawn from a nationally representative online sample in
the United States. The “Made in China” study was conducted in August-September
2012 among approximately 500 consumers, aged 18+, drawn from a nationally
representative sample in China.
