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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:
Consumers are reluctant to trust manufacturers and prefer to receive product information and recommendations from friends and family.
Consumers welcome communications from manufacturers regarding promotions and discounts, but prefer to receive them via e-mail or direct mail.
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.
This TWICE webinar, hosted by senior editor Alan Wolf, will take a look at what may be the hottest CE products at retail that will be sold during the all-important fourth quarter. Top technologies, market strategies and industry trends will be discussed with industry analysts and executives.