Voluntarist
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- Sep 10, 2011
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From Fox Business:
Basically, Americans aren't willing to voluntarily pay the price necessary to provide 1st world salaries to workers with 3rd world skills.
An entrepreneur facing skyrocketing costs due to tariffs conducted an experiment to see whether customers would voluntarily pay more for a product made in America.
"The result was, unfortunately, disappointing," Ramon van Meer told Fox News Digital. "We sold zero ‘Made in the USA’ shower heads."
Van Meer, a self-described "serial entrepreneur," is the founder of Afina, which sells a shower head that filters chemicals and heavy metals out of tap water. The shower head, manufactured in China and Vietnam, currently sells for $129.
But van Meer said as the cost of tariffs jumped to 170%, he wanted to test whether the company could successfully reshore manufacturing to the U.S.
He found a U.S.-based company that could produce the shower heads — but at nearly triple the cost. To maintain Afina's current profit margins, he listed the U.S. version side-by-side with the original with a brief explanation of the price difference, and gave customers the choice.
"I wanted to really test what [customers will] do if it comes down to it. How would they vote with their wallets?" he said, adding that he anticipated customers would gravitate toward the cheaper option, but not as dramatically as they did. "I was not expecting basically 100% and 0%."
The landing page garnered nearly 26,000 visits over multiple days. Sometimes the U.S. version was the top, pre-selected option, and other times the Asian version was, van Meer said.
It didn't matter. The cheaper option was purchased 584 times compared to zero purchases of the "Made in USA" version.
Basically, Americans aren't willing to voluntarily pay the price necessary to provide 1st world salaries to workers with 3rd world skills.