Telescope releases findings from National Shopper Survey
62% of shoppers believe that buying American-made products fuel the economy
Casual Living Staff -- Casual Living, 6/30/2011 5:41:13 PM
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.
The results of the survey confirms our own informal findings. However, and as our results show too it does not indicate the American buyer is making purchases of an item simply because the product is made in the USA. Too many buyers will tell you they would buy a product if only it was made here. But, when confronted with the costs differences, far too often they are willing to constrict their selection in exchange for cheaper value. Too many shoppers are hooked on lower prices and too easily form preconceived notions of a product's retail cost. When that price point exceeds their thoughts as to the preceived value they quite often ramp down their priorities and by our experience, their patriotism wanes.
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