Telescope releases findings from National Shopper Survey
Casual Living Staff -- Casual Living, June 30, 2011
GRANVILLE, N.Y. — Telescope Casual Furniture has released the latest findings from its National Shopper Survey, which gauged consumers' attitudes toward buying American-made products, among other things.
The survey revealed that 62% of U.S. shoppers believe buying American-made products helps support the domestic economy and jobs. Additionally, 52% say buying American makes them feel good.
The survey also revealed shoppers' patriotism extends into outdoor furniture purchases as well. When asked which factors are most important to them when buying outdoor furniture, "Made in America" ranked in the top five.
Base: Outdoor furniture shoppers
| I like the colors and the fabrics|| 54% |
| It has a good warranty||47%|
| It will last many years||43%|
| It is made in America||37%|
| There is a display that helps me imagine what it will look like in my yard||35%|
| It is well-rated in website reviews written by others||32%|
| It is made from eco-friendly or bio-degradable materials||27%|
| It is heavy||27%|
| The salesperson can describe the features of the furniture||25%|
| It has a brand name I recognize||24%|
| It is recommended by a friend||24%|
"It's clear that shoppers value outdoor furniture's country of origin nearly as heavily as its style, warranty and durability," said Telescope CEO Kathy Juckett. "Retailers should leverage this insight by using related messages and imagery in their stores to connect with shoppers - especially as our nation celebrates its independence."
The Telescope National Shopper Survey is a national Internet survey of 1,500 adults conducted in April 2011 by WSL Strategic Retail.
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