Question

Topic: Customer Behavior

Know Of Any Studies About "made In The Usa"?

Posted by lstevens on 7/15/2014 at 5:01 PM ET 25 Points
I work with a group of retailers, a few of whom promote furniture that is Made in the USA. It's a difficult and rare thing to do accurately and well. I have spoken to several individuals who state that their experience shows that the Made in the USA strategy doesn't work as the primary focus of a marketing strategy, and that in the end, price/value propositions are the real determination factor for consumers. Does anyone know of any consumer behavior studies that prove or disprove the Made in the USA strategy?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/15/2014 at 5:37 PM Accepted
    Read: https://www.nytimes.com/2012/12/24/business/media/selling-made-in-usa-but-v... and https://www.inc.com/eric-schurenberg/what-is-made-in-america-worth.html
  • Posted by mgoodman on 7/15/2014 at 6:05 PM Accepted
    I strongly suspect that consumers buy benefits and [perceived] value. When "Made in America" can be directly linked to value or to an important benefit, then it's worth something. When it's just thrown in as an afterthought or a casual mention, or as the primary reason to purchase, then it's probably not worth much.

    No research. Just a lot of years watching and measuring consumer attitudes, habits and practices across dozens (or hundreds) of brands and product categories.
  • Posted by Peter (henna gaijin) on 7/16/2014 at 9:29 PM Accepted
    I also don;t have studies, but agree with what you had heard - a Made in the USA as primary focus of marketing would not work. Instead, they are after a mix of price, quality, and service.

    Made in the USA can add some to a price someone would pay, as it changes the impression of the product.

    For furniture, made in the USA could also impact the other aspects. For example, if custom made furniture, making in USA should mean shorter shipping times than if from abroad.
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