A recently completed consumer survey conducted by Lucid Marketing, a customer relationship and loyalty marketing firm, concluded that price, word-of-mouth recommendations, Internet search engines, and promotional offers are key drivers in consumer electronics purchases. The findings suggest that brand recognition no longer is a primary motivator in the consumer buying process.
A recently completed consumer survey conducted by Lucid Marketing, a customer relationship and loyalty marketing firm, concluded that price, word-of-mouth recommendations, Internet search engines, and promotional offers are key drivers in consumer electronics purchases. The findings suggest that brand recognition no longer is a primary motivator in the consumer buying process.
“The study conclusions reflect important consumer motivations regarding electronics purchases, pointing to ways manufacturers can better communicate with customers, increase brand loyalty, and enhance profitability, says Kevin Burke, strategic leader for Lucid Marketing.
“We now have strategic information that suggests that manufacturers looking to maximize brand loyalty and referrals should consider strengthening relationships with past customers,” he continues. “Further, manufacturers need to devise new strategies for differentiating their products rather than relying on the strength of their brand image.”
Some of the study’s significant findings include:
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Consumers are reluctant to trust electronics manufacturers and prefer to receive product information and recommendations from friends and relatives.
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While consumers welcome communications from manufacturers regarding promotions and discounts, they prefer to receive it via e-mail and direct mail.
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Brand reputation is not as defining a factor as it once was. Product features, style, price, and warranty are now equally important.
The September 2003 survey posed 21 questions via web form to a group of 437 people randomly selected from a list of consumers who requested information about consumer electronics.
Lucid Marketing, headquartered in Allentown, New Jersey, is a recognized leader in customer-centric marketing and is on the forefront of creating relationship and loyalty marketing solutions for some of today’s leading companies.
For a transcript of the 2003 Consumer Electronics Customer Survey, or for more information, please contact Kevin Burke at 609-208-2150.
