Manufacturing Origins: China vs USA in A/B Testing

I saw this tweet from Ramon van Meer about an A/B test on manufactured in China v USA and consumers perception (https://x.com/ramonvanmeer/status/1915484527541280955?s=48). I love A/B tests but I also like to make sure that they are properly founded.

This clean A/B test testing price point and where its made had a clear winner – consumers won’t pay more for subtle changes. This is certainly something that I have seen constantly throughout my career in consumer.

Demand falls, efficiencies drop and you tend to end up at the same place. Most brands want the premium position but making sure that you have enough efficiency in your operation and supply chain is imperative to keeping prices low. If you keep prices low and are competitive in a segment then you will get volume, which helps everything.

When you do research with consumers price always comes up, marketeers say that they need to offer better positioning, packaging, product or service – but does the consumer value this.

So talk about price all the time, and use a comparative set of brands to compare price. It’s what consumers do everyday.