|Title:||United States survey percentages of male and female consumers regarding level of importance and reasons for buying products made in the USA in 2011|
Start of full article - but without data
How important is it to you that the
products you buy be made in the USA?
Male XX% Somewhat or Highly Important
Female XX% Somewhat or Highly Important
What is the primary reason you would
buy a product that is made in the USA?
X% lower prices XX% great value XX% better quality XX% It is important to buy products that are domestically produced X% Other
Female X% great value X% lower prices XX% better quality XX% It is important to buy products that are domestically produced X% Other
Note: Table made from pie chart.
Whether it was sparked by a struggling domestic economy, backlash against big corporations or simply a desire to become more community focused, today's consumers are trying to spend more of their shopping dollars closer to home.
ACCORDING TO RECENT RESEARCH sponsored by Channellock and conducted by the North American Retail Hardware Association (NRHA) and Hardware Retailing magazine. more than XX percent of consumers surveyed said they have made a concerted effort to patronize more locally owned merchants over the past year and nearly XX percent say they plan to seek out more locally owned shopping options m the months ahead.
In addition, nearly XX percent of the survey respondents said they felt it was somewhat or highly important to seek out products that are made in America.
This research quantifies a consumer trend that many retailers and industry analysts have been tracking over the past several years and presents independent home improvement retailers with a keen opportunity to draw more customers to their stores.
On the following pages, we wilt discuss the results of this research and illustrate how retailers can leverage this trend to their advantage.
While anecdotal evidence suggested that consumers were becoming more insular in their shopping habits, NRHA and Hardware Retailing wanted to quantify this apparent trend by asking consumers directly about their current shopping patterns and future plans.
To do this, NRHA surveyed more than X,XXX consumers nationwide earlier this year. Consumers were asked a series of questions about their shopping habits and why they do or don't choose to shop at locally owned retailers or purchase products that are made in America.
What we discovered certainly echoed the anecdotal evidence. The consumers responding to our survey indicated that they had, in fact, been putting greater efforts into both shopping locally and buying domestic products.
The research also uncovered some surprising statistics about exactly which groups of consumers were more apt to be influenced by a merchant's local ownership or a product's country of manufacture. The research also suggested that consumers are going to be more predisposed to seeking out local shopping options and domestic products in the months to come.
When reading and thinking about all this data it is important to note a paradox that researchers deal with all the time. In any sort of survey where you ask consumers to tell you about their habits and beliefs there is a general tendency by the respondents to look at themselves in the most positive light or answer questions based oXX their beliefs and not their actions.
That's why it can be so difficult to use this type of research as a direct predictor of consumer behaviors. What research like this does do, however, is give marketers a glimpse into what consumers are thinking, how they would like to view themselves and what hot buttons may trigger a response in them.
If our research revealed anything about consumer shopping habits, it was that despite the hyper-selective and demanding nature of today's shoppers, they are still strongly driven by emotion, and not too many things drive emotion like supporting their communities and country.
One of the most interesting findings to emerge from our research was exactly which consumer groups were most supportive of the shop local and made in America movements.
Taken as a whole, female shoppers were far more likely to express a desire to shop locally and buy American-made products. At first blush this might seem a bit counterintuitive, particularly because most made in America advertising and marketing efforts have a decidedly masculine feel to them. Based on our findings, however, marketers should certainly not overlook the female demographic when promoting localized shopping.
There is no doubt today's consumers are shopping at locally owned merchants for everything from baked goods to barbecue grills. More than XX percent of our survey respondents indicated that they had shopped at a locally owned retailer within the past month.
Nearly XXX percent of the respondents indicated that they had shopped at a locally owned retailer in the last six months.
One third of the consumers also indicated they are most likely to turn to a local retailer for home improvement products, which reinforces the assumption that the independent home improvement retailer is still a meaningful part of the consumer shopping process.
What may even be more important than the number of consumers who indicated they have shopped at a locally owned business was the number of consumers who said they had changed their shopping habits to seek out more locally owned options.
In all, just over one quarter of our respondents indicated they had "made a concerted effort" to patronize locally owned retailers more over the last XX months.
So knowing that consumers are making a greater effort to shop locally, we wanted to discover what was driving this movement. The answer we got was clear: The overwhelming majority of the consumers we talked to said they wanted to shop locally because they felt it was "important for them to support the local economy."
This clearly indicates that today's consumer is making a direct connection between where they spend their money and shop and the direct impact that has on their own lives.
"As the economy spiraled downward, many big retail chains reported double-digit sales declines. Some filed for bankruptcy. But a survey of X,XXX independent retailers found that revenue was down just X percent on average. What accounted for this relative good fortune? Many of those surveyed said more people are deliberately seeking out locally owned businesses," according to Stacy Mitchell, a researcher for the New Rules Project, who specializes in community banking and independent businesses. In a speech to the New Economics Foundation, Mitchell went on to say, "But here's what is perhaps the strongest--and, undoubtedly, the most bizarre evidence to date that people's priorities are changing: Many massive, globe-spanning corporations are now trying to figure out how they can be 'local' too."
Even for all the positive responses the consumers we surveyed gave us regarding local shopping, it is still evident consumers turn to non-local retailers for many of their needs. According to our survey respondents, the number one reason they do this is also simple: price.
Nearly XX percent of the respondents said they don't choose locally owned retailers as an option because they feel their "prices are too high."
This price perception is certainly a battle independent home improvement retailers have been fighting for years and this recent research confirms that consumers still make the assumption that a locally owned retailer is going to have higher prices than a national chain.
The perception of higher prices does not necessarily trump the weight of local ownership, however. A full XX percent of our survey respondents said they would be willing to spend more to shop at a locally owned retailer. Of these, XX percent said XX percent more was their threshold.