Weekly television digest (Jan-Dec 1960)

14 DECEMBER 19, 1960 PUBLIC ATTITUDES ON IMPORTS: The American public talks one way about imports — particularly Japanese imports — but buys another. This fact has emerged from a comprehensive survey by N.Y. ad agency Young & Rubicam on attitudes toward imported products. Released in a special N.Y. presentation by Time magazine, the study — entitled “Is Made in U.S.A. Passe?” — may reveal to U.S. (& foreign) manufacturers & merchandisers some valid ad & promotion points they have been missing. Weakness of the survey is that it is relatively old — fall 1959 — but there’s no reason to believe there’s been a marked change in public attitude. Some 2,600 consumers were interviewed, using scientific sampling techniques. Despite the inroads of Japanese quality products into the U.S. market, the image of Japanese goods in the eyes of the public was best described in one word — “cheap” Surveyed consumers expressed overwhelming preferences for U.S.-made goods in almost every category. Example of survey results: Questioned about the quality of foreign-made products, consumers placed Japan near the bottom of the heap, higher only than Russia. With regard to low prices, however, 83% nominated Japanese goods. Asked to name foreign-made products sold in U.S., only 8% mentioned radio & hi fi. (“Cars” were first, with a 63% mention.) And 9 other products received more mentions than radio & hi fi. Transistor Radios: U.S. First, Then Germany Among questions asked about specific products: “What country makes the best transistor radios?” Only men were asked this question, and 85% picked U.S. as their first choice; 3% chose West Germany; 1% Canada. Of those selecting the U.S., 26% picked West Germany as 2nd choice, 17% Japan, 15% Britain, 3% Canada, 3% France, 2% Italy, 2% Switz., 2% USSR, 30% “don’t know.” “What country makes the best TV sets?” Both men & women were asked this question, and they picked the U.S. overwhelmingly — 96%. West Germany got 1% of the firstplace mentions. Of those picking the U.S., 2nd choice broke down to: 27% Britain, 16% West Germany, 7% Canada, 3% France, 2% Japan, 2% USSR, 1% Italy, 1% Switzerland, 41% “don’t know.” “What country makes the best high-fidelity equipment?” U.S. was named by 82% of men, 6% naming West Germany, 1% Britain, 1% Switzerland. For 2nd choice, 29% chose West Germany, 18% Britain, 8% Canada, 5% France, 3% Japan, 2%Italy, 2% Switzerland, 1% Sweden, 1% USSR, 34% “don’t know.” Owners of domestic & foreign-made transistor radios were asked to evaluate foreign vs. domestic sets in various categories. The question read: “If you were looking for a transistor radio (which is not really expensive ... on which service is easy to obtain . . . which you feel more reassured about buying . . .) which of these things would you do?” On every score except one — price — both foi’eign & domestic set owners indicated they would choose an American-made set — but in every case owners of U.S.-made radios showed more tendency to prefer domestic products. Qualities measured were service availability, reassurance, better value, pride of ownership, design & style, workmanship, inexpensive price. Only in the latter category did the majority of foreign-radio owners give the nod to imports. But even in the price category, domestic-set owners said they’d choose a U.S.-made transistor radio. Hi-fi instruments were evaluated in the same way. The majority of owners of foreign sets gave the nod to imported sets only in the category of workmanship. Domestic owners strongly preferred domestic sets on every criterion. As Y&R interpreted it: “The lowest preference or lowest area of loyalty to domestic hi-fi equipment is in the area of workmanship. The owners of foreign hi-fi equipment are not fully satisfied about the service they get, because most of them would also choose domestic hi fi as being easier to get service for; but they are a little less strong in their feelings than are domestic owners. However, they prefer foreign hi-fi equipment in the area of providing better workmanship.” Public’s attitude toward imports in general is divided, the survey indicated. Some 43% are opposed in principle — they think it’s a bad idea, that it hurts the U.S.; 36% favor it because it helps recovery in poorer countries; 19% indicated they don’t care where the product comes from so long as the consumer is benefited. Opinion on imports of foreign-made consumer goods is sharply divided, the study found. “Those most likely to accept foreign products come from the younger age gi’oup, the better-educated group and the monied.” More than half of consumers would place their faith in the retailer when buying foreign goods without known brand names. The question: “If you were going to buy a foreign-made product and the brand was one you had never heard of before, which one of these factors would make you buy this brand?” The answers: Sold in a reliable store, 51%; recommended by a friend, 24%; lower cost, 13%; recommendation of a salesman, 2%. Lower price seems to overcome patriotism in many consumers. The surveyed group was asked this question: “Assuming that the quality of all 3 is equally good, which brand would you most like to own? (1) An American brand made in this country. (2) An American brand even if it’s made in another country. (3) A foreign brand sold in this country.” Category 1 was chosen by 93%, No. 2 by 4%, No. 3 by 3%. But if the product in Category 1 cost 20% more, how would their preferences stack up? With this price difference, preference for No. 1 dropped to 59%, No. 2 rose to 27% and No. 3 to 14%. The survey results were presented by Robert Y. Mayer, asst, to Y&R’s research director. Trade Personals: L. c. Diekmann named mfg. dir., West inghouse consumer-products group, — serving in a consulting capacity to all consumer-products divs. He formerly held a similar post in the general products group . . . Dr. Nisson A. Finkelstein, asst, vp & research dir., Jan. 1 becomes Stromberg-Carlson research vp ; W. Edwin Boyette named mfg. dir.. Miles A. Bailey plant controller, Stromberg-Carlson commercial products div. Sidney M. Robards, former dir. of press relations, promoted to RCA dir. of public affairs, with over-all responsibility for corporate press relations, editorial & publication services, product news & field relations, presentations & exhibits . . . Karl H. Carstens resigns as Magnavox ad mgr., effective Jaji. 1; successor not yet named . . . W.'C. (Red) Schultz, ex-national field sales mgr., Hoffman consumer products div., appointed distributor sales mgr., semiconductor div. D. L. Nettleton named chief engineer, RCA electronic data-processing div., succeeding J. W. Leas who was recently appointed data-communications & customs-projects dept, mgr . . . Fred A. Speaks promoted from asst, mktg. dir. to mktg. div. dir., Eitel-McCullough.