Made in the USA

The Great Recession might have produced a new generation of bargain hunters. Yet, however price-conscious, people have continued to prefer – and purchase – goods bearing the “Made in the USA” labels. These goods might have costs more than their counterparts made in China or elsewhere; however, people saw the U.S.A.-made products as higher quality and, therefore, the better value.

So theorizes Perception Research Services (PRS) International in its findings from a 2012 research for “Made in the USA.” A survey of 1,400 people, at least 18 years old and living in the U.S.A., found that four out of five shoppers notice “Made in the USA” claims on packaging, and most of them – 76 percent – were more likely to purchase a product once they saw that label.

Interestingly, many of these consumers claimed to purchase the U.S.A.-made products to help the economy. Yet, notes PRS in its September 12, 2012 news release, “ . . . the products they say they would prefer to purchase, if American-made, suggest that quality and safety may be the true motivating factors. These include food, medicine and personal care items.”

PRS also researched consumer reaction in China to the “Made in China” label. Preliminary data from a survey of 500 consumers, also 18-years or older, in China indicates that the “Made in China” claim does not hold the same sway over consumers in China as the “Made in the USA” label does here. Just over half (58%) of shoppers in China who notice a “Made in China” claim are positively influenced by it. The primary reason given is a better price.

Although we don’t have formal research to support it, anecdotal input suggests that many manufacturers in the U.S.A. – and in countries abroad – prefer to use adhesives made here for the same reason many consumers are thought to buy some U.S.A.-produced goods: higher quality. We believe this perception is widely held and is a significant factor in Franklin’s growth internationally.

We also marvel at the success of our adhesives operation, Franklin (Guangzhou) Adhesives Company, which we opened in 2008. The plant manufactures many of the same formulations – solely for the Chinese market – that we developed and produce at our headquarters plant, in Columbus, Ohio. Although made in China, these adhesives flow from U.S.A. adhesives technology.

We are proud to make our products in the U.S.A. to meet the adhesives needs of customers across the globe.