That ‘Made in U.S.A.’ Premium – NYTimes.com. From the November 30th issue of The New York Times, written by Stephanie Clifford, is an article about clothing made in the USA. In the article, it states that 2/3 of people would rather buy American made products than imported from China, however, only 46% of American consumers would say they would pay an additional $5 to $20 if it was Made in America.
However, regarding quality, that is a different issue. A majority of consumers rich and poor, say they believe that American-made products have higher quality than imports, according to the New York Times survey. 56% of those making than $100,000 as did 67% of those making less than $50,000. “With higher end fashion goods, where it’s made is an identifying source of quality,” said Anthony Dukes, an associate professor of marketing at the Marshall School of Business at the University of Southern California. “But at the lower end, I don’t get a sense that people pay too much attention to where it’s made.”
“We have had people who walked away from us for a nickel” says Walter Meck, chief executive of the closing company, Fessler, formerly Meck and Company which started in 1900.
The take home message: many Americans will walk in the ruins of the burnt out Bangladesh garment factories through the ashes of the workers that perished in the fire, in order to buy the cheapest garment possible, but they might spend a little more if the garment is perceived as higher quality. Plus, with the knowledge that their spending habits can negatively impact their own job or the local or U.S. economy seems to have no effect on these decisions.