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Research Outline
Prepared for Kristin B. | Delivered February 9, 2020
Consumer Perceptions of Domestic Manufacturing
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Goals
To provide an overview of the perceptions/opinions U.S. consumers have of domestic manufacturing, excluding opinions on working in the industry.
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Early Findings
A 2019 survey found that
95%
of respondents believe manufacturing is important to the U.S. economy.
In addition,
87%
of respondents believe that a strong manufacturing sector in the U.S. is at minimum somewhat important to national security.
In terms of purchasing behavior,
62%
reported they prefer to buy products made in the U.S. and
55%
reported that they perceive these products as higher quality than those made elsewhere.
The preference for U.S.-manufactured products is highest among the oldest Americans with
89%
of adults over age 65 and
85%
of adults between the ages of 50 and 64 preferring these products. By contrast,
59%
of those ages 18 to 34 have a preference for American-made products.
However, consumers only value U.S. manufacturing as long as it doesn't increase the price of a product by too much. For
37%
of Americans, an increase in price for American-made goods discourages them from buying such products while
26%
are willing to spend up to 5% more and
21%
of are willing to spend up to 10% more for American-made.
Some
reasons
American prefer good manufactured in the U.S. include avoiding supporting countries they believe are anti-American, a preference for familiarity, and valuing quality.
Wishing to
support American jobs
is another reason people support domestic manufacturing and buy products made in the U.S.
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