U.S. Consumers Favor Home-Grown Products, According to Worldcom Survey

Business Wire, Nov 27, 2007

Autos and Consumer Electronics Maintain Highest Confidence Level among Foreign-Made Products

NEW YORK -- Tipping their hands on the eve of another holiday shopping season, approximately 80 percent of adult Americans believe that products made in the United States are safer and of better quality than those manufactured overseas, according to a poll released today by a global consortium of public relations professionals specializing in the consumer products industry.

Four out of five (79 percent) Americans aged 18 and over believe that products made in the USA are usually safer, and 76 percent agreed that the products are of generally better quality, than products built elsewhere. This according to a phone survey conducted by GfK Roper Public Affairs & Media and commissioned by the Consumer Practice Group of the Worldcom Public Relations Group, the world's leading network of independently owned public relations counseling firms.

"This year has seen a number of high-profile product recalls impacting everything from pet food to children's toys, and it is important for manufacturers and retailers to understand how this may have impacted the beliefs and buying behaviors of the American public," said Brian Bloom, chair of the Consumer Practice Group and vice president of Cleveland-based public relations firm Liggett Stashower. "This high level of consumer confidence in American-made products could prove to be very beneficial for domestic businesses."

The Worldcom poll shows that Americans seem guarded when making purchasing decisions about non-USA made products. Six in 10 (59 percent) respondents felt that toys manufactured in other countries are not regulated adequately for safety. However, about eight in 10 (82 percent) people felt that the recalls will not stop Americans from buying foreign-made products, at least temporarily.

Thirty-nine percent of Americans believe the U.S. government should be responsible for regulating the safety of products brought into the country, while 33 percent say the onus should fall on the manufacturer.

So, which foreign-made products do Americans think are generally regulated for safety enough to be sold in the United States? Automobiles, which came in at an overwhelming 83 percent, and consumer electronics, which are regarded by 80 percent of respondents, are considered safe buys.

But the question is, will consumers be buying? When asked how comfortable respondents were with their current state of their personal finances, 71 percent felt "very" or "somewhat" comfortable and just 27 percent felt uncomfortable. However, only 12 percent felt this is a good time to buy items they want and need. Forty-seven percent felt someplace in-between and 38 percent think this would be a good time to wait on those purchases.

Note

Findings cited in this release are from a national random digit dial (RDD) telephone survey of 1,009 adults, over the age of 18, in the contiguous United States. All interviews were conducted from November 16-18, 2007. Findings for the total sample are in line with the American adult population within a /-3 margin of error, on average, at the 95 percent confidence level. The survey was conducted by GfK Roper Public Affairs & Media on behalf of The Worldcom Group.

About the Worldcom Public Relations Group

Worldcom Public Relations Group is the world's leading network of independently owned public relations counseling firms, with some 112 offices in 93 cities worldwide. Established in 1988, it was formed so that the strongest, most capable independent public relations firms could serve national, international and multinational clients while retaining the flexibility and client-service focus inherent in independent agencies. Through The Worldcom Group, clients have on-demand access to in-depth communications expertise from professionals who understand the language, culture and customs of the geographic arenas in which they operate. Visit www.worldcomgroup.com for more information.

About the Worldcom Consumer Practice Group

The Consumer Practice Group is composed of approximately 50 Worldcom partner firms around the globe who cumulatively have the broadest experiences and expertise across the spectrum of consumer products and services. In sharing that experience, partner agencies create a powerful professional entity, affording clients - from Fortune 500 companies to startups - a local, national and international perspective of their industry, resulting in a competitive advantage for those clients. The Consumer Practice Group is one of eight specialized practice groups within Worldcom whose members have made an extra investment in, and demonstrated unique capabilities for, service to a narrowly defined client segment.