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Shoppers notice ‘Made in the USA’ claims on packaging: Research

The majority of shoppers notice packaging claims such as ‘Made in the USA’ and most of them are likely to purchase a product after observing such claim, according to a new research survey conducted by New Jersey-based Perception Research Services International (PRS), in July 2012.

The shoppers said that the reason they are more likely to buy ‘Made in the USA’ is to help the economy.

Yet, the products the shoppers would prefer to buy – if American-made – suggest that quality and safety may be the motivating factors. The products include food, medicine and personal care items.

PRS revealed that shoppers older than 35 years are expected to be influenced positively by the ‘Made in the USA’ claim and most negatively influenced by a similar claim such as ‘Made in China’.

Preliminary data from China reveals that a ‘Made in China’ claim does not resonate as well there as ‘Made in the USA’ does here.

PRS executive vice president Jonathan Asher said buying American-made products is becoming quite fashionable among US shoppers, whether it is for quality assurance or to boost the economy.

"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," Asher said.