American Chauvinsim in Consumer Behavior
In this 1997 article titled Patriot Games: Consumer Preferences for National Products, we reviewed the survey data for the statement: "I prefer to buy products manufactured in my own country" from the Los Medios y Mercados de Latinoamérica study.
Ten years later, we share the data from the 2005 Compose study, in which there is the statement: "I prefer to buy products that are made in America." The Compose study happens to be a survey of 2,295 adults conducted during 2005 in the United States of America. So this is a comparable question, although the timing is shifted by ten years. We recognize that a great deal has changed during those ten years to the brand known as America, inside and outside of that country.
Here are the main results:
(Source: Compose 2005)
On one hand, this type of sentiment is more common among men, older people, less educated, less affluent and white/native Americans. On the other had, this type of sentiment is less common among women, younger people, more ecuated, more affluent and racial/ethnic minorities.
Does this make a real difference in practice?
That will have to depend what the product category is. Overall, 34% of all adults "strongly agree" with the statement: "I prefer to buy American products." But when it comes to people who have been buying wine and spirits, the number drops to 29%. Thus the market for foreign wines and spirits is not affected by chauvinism (or patriotism).
(posted by Roland Soong, 3/05/2006)
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