Generational differences have contributed to a steady decline in consumer brand loyalty when purchasing gasoline, according to a new survey by The NPD Group. Consumers over 65 have always been more likely to limit brand choice to only one brand, while younger consumers historically have been more willing to shop around. Compared to overall brand loyalty, the 30-to-44 age group is now the most likely group to try multiple brands among those who have purchased a major brand. While quality and performance always will be important to the gasoline purchase decision, younger consumers who report loyalty to a single fuel brand also report their brand choice is more likely to be driven by the convenience store offering where they buy gas.
Tag: brand marketing
New food products are often launched into the marketplace with hefty advertising budgets. And this year, stevia, an ‘all-natural and calorie-free’ sweetener has arrived as a stand-alone product and as an additive to food and beverages thanks to FDA approval in late 2008. Sales of stevia are on tap to exceed $100 million by year end.
Nearly half of surveyed business communicators expect gradual economic improvement over the next 12 months. Additional findings in the survey conducted by the New York chapter of the International Association of Business Communicators (NY/IABC) and Trident Communications finds that about 1 in 3 communicators expect the economy to remain unchanged. Given this outlook, it’s little surprise that nearly 2 out of 3 professionals in this survey also expect to see business communications gradually improving as well. In addition, a similar number feel their department size will remain unchanged.
Though corporate travel is predicted to be subdued through 2010, tour operators are seeing signs of life in the leisure market. A report in Travel Weekly indicates that, like many other industries, tour operators faced a down market in the first part of 2009. It seemed consumers had put the brakes on all spending. They took fewer leisure trips because they were concerned about the economy (19%), concerned about household budgets (16%) or were just cutting back on spending in general (15%). But by the middle of this year, several businesses reported an increase in business.
Whether it’s display ads, video or a page on Facebook, marketers have been using the Internet to convince consumers to buy their products. And social media has been particularly attractive because marketers can both prompt consumers to generate buzz about products and respond directly to consumer comments and questions. It’s not a huge leap for marketers to increase their direct-to-consumer online connections and a growing trend – crowdsourcing – could be the next new, new thing.
When retail health clinics first came onto the scene a few years ago, they handled consternation and complaints from the medical community by promising that they would treat simple illnesses such as ear aches and allow consumers to fill prescriptions at the on-site pharmacies. The walk-in nature of the clinics meant consumers would no longer have to wait hours to see a medical professional.
For the past several years, most consumers couldn’t be bothered clipping or printing coupons. But the recession seems to have changed all that and coupon use began to rapidly rise in 2008. So will marketers be using more coupons to generate consumer purchases of products and services?