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BizReport : Ecommerce : October 25, 2010

Harris Poll: Consumers want to 'buy local'

Remember just a few years ago there was huge national pride in advertising? Companies boldly declared 'Made in the U.S.A.' in their advertising, on their clothing labels or on their product packaging. Turns out that type of advertising, while considered passé by some, is considered a selling point by many others.

by Kristina Knight

In fact, many American consumers want to buy products made by their fellow citizens in local plants or manufacturing hubs.

harrispoll.gifAccording to a new Harris Poll, American consumers not only want to support local businesses, they want to support 'made in America' products. Researchers found that more than 60% of American consumers want to purchase products made in the country; about one-third (35%) say 'Made in the U.S.A.' labels don't matter to them.

The poll findings include:

• Older consumers are more influence by these labels with 75% of those over age 55 saying the label influences their purchases
• Only 44% of 18-34 consumers are influenced by these labels
• Mid-western residents are most likely to buy 'Made in America' products (67% will purchase)
• Western residents are least likely to be influenced by this (57%)

Along with those who are turned on by these types of ads, there are those who are turned off.

What does this mean for advertisers? Primarily that a national pride label can be effective, but the use should be carefully considered. While a 'Made in the U.S.A.' label might help sales in the Mid-West or to older consumers, younger buyers most likely will look for another reason to buy - price, benefit or packaging. So, when developing campaigns, use the information where it will be most effective by segment the campaign list and developing different creative for the different demographic segments.

Researchers polled more than 2,100 U.S. adults throughout July 2010 to come to their conclusions.

Tags: ecommerce, Harris Poll, purchasing habits, purchasing preferences, retail

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