With rare exceptions, consumers are faced with incomes that constrain the amount of material goods and services they can buy. To satisfy their individual needs, consumers attempt to obtain the products they want most, at the best price. When purchasing a television, attention is primarily given to product quality, reliability, and price, not where the product was made. When purchasing clothing, characteristics, such as fit, style, perhaps the designer's or manufacturer's name, and of course price, are much more important than where the product was made. And if consumers want cantaloupe in December, they are more interested in its taste and price than in where it was grown.
Evidence supporting the minor role that country of origin plays in purchase decisions abounds.
While brand names and prices are prominently displayed in any retail store, one is not likely to see information on country of origin prominently displayed. The reason for this is simply that retailers provide consumers with the information they want in making purchase decisions, and this information does not generally include country of origin. Yet when decisions based on such information are made, and the goods or services purchased are foreign-made, consumers have participated in international trade. Even if consumers wished to buy American, it would be difficult to accomplish. This example also explains why there is trade from the perspective of producers.