Made in America ranks as a meaningful purchase priority for homeowners.
This insight deepens when forced tradeoffs are introduced through advanced methods like conjoint analysis (see full report).
Homeowners who value American-made products also perceive them as higher quality – reinforcing a feedback loop of belief and brand trust based on a customer's existing value set.
Strong quality and reputation can bring Canadian products within reach of U.S. preference.
Even with top marks for price and quality, Chinese-made goods lag in preference, showing that trust gaps remain despite product performance.
The 3 mindsets around "Made in America" products - Continental Preference, American Proud, and Global Pragmatist. Consider tailored messaging, pricing, and product positioning strategies.
