Study: Promos, Word-Of-Mouth Key To CE Sales
By Alan Wolf -- TWICE, 1/8/2004
ALLENTOWN, N.J. — When it comes to buying CE, brand may be taking a back seat to price, word-of-mouth, Internet searches and promotions, a new consumer survey shows.
The study, conducted by customer relationship and loyalty marketing firm Lucid Marketing, here, was based on online responses by 437 consumers.
Among the key findings:
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Consumers are reluctant to trust manufacturers and prefer to receive product information and recommendations from friends and family.
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Consumers welcome communications from manufacturers regarding promotions and discounts, but prefer to receive them via e-mail or direct mail.
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Brand recognition is no longer a primary motivator in the buying process. Product features, style, price and warranty are equally important.
"We now have strategic information that suggests that manufacturers looking to maximize brand loyalty and referrals should consider strengthening relationships with past customers," said Lucid strategic leader Kevin Burke.
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