Three little words can have huge emotional power. Case in point: “Made in America.”
When one objectively surveys the Made-in-USA landscape, one sees American manufacturers eager to promote their products as “Made in USA” for the clear emotional pull of those words. On the other end, one sees American consumers predisposed to support the idea of Made in America, because, after all, it’s their country.
But in the middle, where the rubber meets the road, is the retailer. Hence, HCN commissioned Tampa, Fla.- based Market Research Solutions to study how store managers — the very people with a front row seat of actual shopper behavior — measure the power of Made in USA.