News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Products "Made in America" becoming fashionable in USA
A "Made in the USA" label goes down well with American consumers, but new research from Perception Research Services International finds that the same label goes down just as well with consumers in that other manufacturing behemoth of a country, China.
In a July poll of 1,400 U.S. consumers, Perception Research Services (PRS) found that four out of five shoppers (76%) notice "Made in the USA" claims and labels and are more likely to purchase that product.
U.S. consumers are choosing to buy products made on home soil to "help the economy", found PRS, not necessarily because they were better value.
However, PRS suggests that it is consumer concerns surrounding the safety and quality of products made "overseas" that keeps them buying USA-made products, particularly when it comes to medicines, food and personal care items.
"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."
So, how do Americans feel about items that are "Made in China"? For a start, U.S. consumers notice this label almost as much as they do a "Made in the USA" label (76% vs. 83%). However, over half (57%) said they were less likely to purchase items made in China due to quality and safety concerns. Those who responded positively to products made in China did so due to cheaper prices.
Interestingly, over in China they quite like the "Made in the USA" label, too, found PRS. However, over half (58%) of consumers in China are more positive about a product made in their home country, but not through any sense of patriotism. They, as per Americans, are influenced by cheap product prices.
Recent research in the UK by Savvy Marketing reveals that retailers would do well to highlight products that are "Made in Britain" following a swell in patriotism following a year of celebrations and sport.
- What Twitter's roll-out of Periscope ads means for digital brands
- Ad Roundup: Tools to connect shoppers
- Top 3 tips for B2B brands to harness purchasing power
- Channel 4 video-on-demand ads address viewer by name
- IAB: 2016 Internet ad spend breaks records
- Marketers say their role is to collect, not analyze, customer data
- Two-thirds of US, UK consumers worried about how brands use personal data
- Study: Marketers overwhelmed with data
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...