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Labeling Knowledge Research Report

The objective of this report is to determine the US consumers Made In USA labeling knowledge and their reliance upon the label.   To accomplish this objective, we used three types of data Primary Research consisting of our analysis of hundreds of products, Secondary Research that we have used from other sources, and a Survey we conducted using our strategic questionnaire.  Additionally, using our years of experience as Made in USA manufacturers, we analyzed the data and summarized our conclusions.

The survey provided with this report and its corresponding questionnaire included questions to determine how important to the US consumer the country of origin mark is when making their purchasing decision. When considering the country of origin, questions were included to determine and identify competitive advantages that exist for Made in USA products over imports.  Questions were also included to determine the US consumer's  knowledge of the differences in the Made in USA and no country of origin marks.  In addition, questions were included to determine and identify obstacles that are responsible for lowering the demand for Made in USA products. 

Our analysis of the survey data used the size of the American consumer base to make quantitative judgments from which we formulated our conclusions.

Collectively this report and three others we offer for purchase answer the following seven questions:

 (1) How much demand is there for Made In USA products?

(2) Where is the demand for Made In USA products?

(3) What obstacles reduce the demand for Made In USA products?

(4) When compared to imports, how should Made In USA products be priced?

(5) What trends need to be considered to remain competitive?

(6) What competitive advantages exist for manufacturers of Made In USA products?

(7) How important is Made in USA labeling and can better labeling contribute to greater sales?   

This report presents the findings of a survey conducted among a sample of 1,007 adults comprising 500 men and 507 women 18 years of age and older. The online omnibus study is conducted twice a week among a demographically representative U.S. sample of 1,000 adults 18 years of age and older.  

Completed interviews are weighted by five variables:  age, sex, geographic region, race and education to ensure reliable and accurate representation of the total U.S. population, 18 years of age and older.  The raw data are weighted by a custom- designed program which automatically develops a weighting factor for each respondent.  Each respondent is assigned a single weight derived from the relationship between the actual proportion of the population based on US Census data with its specific combination of age, sex, geographic characteristics, race and education and the proportion in the sample.  Tabular results show both weighted and un-weighted bases.

The report is approximately 85 pages in length containing seven sections.  The sections are: Introduction, Analysis, Conclusions of Analysis, The Survey, Survey Questionnaire, Introduction to Detailed Tabulations, and Detailed Tabulations.