Consumer appeal of big-brand names declines among electronics shoppers
According to a recently released study by the Baltimore-based Vertis research agency titled Customer Focus® 2006 Home Electronics, the ability of brand names to influence shoppers for electronic products has declined in the United States from 40% in 2004 to just 29% as of June 2006.
Discounts and coupons are taking precedence over brand names in the decision where to shop, according to Vertis VP of market insights Jim Litwin. 'Since consumers are always looking to upgrade their home electronics products, it is not surprising to learn that special offers like discounts and coupons are one of the most important factors for 19% of consumers, compared to 15% in 2004.' He adds that the study shows that 'circulars are an effective medium to reach home electronic consumers, therefore marketers looking to communicate offers to consumers should consider advertising inserts.'
While men tend to be most likely to be the chief shoppers for home electronic products, the study found that women are taking a more active role in deciding which electronics to purchase. In particular, 91% of women 35-49 claim to be either the chief shoppers or to share equally in home electronic purchasing decisions, compared to 86% of women 18-34 and 86% of women 50 and older. On the other hand, 94% of men 18-34 and an equal number of men 35-49 claim to be the chief shoppers or to equally share in the decision-making process, compared to 92% of men 50 and older.
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According to a recently released study by the Baltimore-based Vertis research agency titled Customer Focus® 2006 Home Electronics, the ability of brand names to influence shoppers for electronic products has declined in the United States from 40% in 2004 to just 29% as of June 2006.
Discounts and coupons are taking precedence over brand names in the decision where to shop, according to Vertis VP of market insights Jim Litwin. ‘Since consumers are always looking to upgrade their home electronics products, it is not surprising to learn that special offers like discounts and coupons are one of the most important factors for 19% of consumers, compared to 15% in 2004.’ He adds that the study shows that ‘circulars are an effective medium to reach home electronic consumers, therefore marketers looking to communicate offers to consumers should consider advertising inserts.’
While men tend to be most likely to be the chief shoppers for home electronic products, the study found that women are taking a more active role in deciding which electronics to purchase. In particular, 91% of women 35-49 claim to be either the chief shoppers or to share equally in home electronic purchasing decisions, compared to 86% of women 18-34 and 86% of women 50 and older. On the other hand, 94% of men 18-34 and an equal number of men 35-49 claim to be the chief shoppers or to equally share in the decision-making process, compared to 92% of men 50 and older.
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