Study Finds Brand Names Less Important When Buying Electronics

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Fewer adults consider brand names critical when purchasing home electronics these days. And women are taking a more decisive role when buying consumer electronics for the family. That is what marketing services provider Vertis, found in its Customer Focus 2006: Home Electronics study released yesterday.

The company found that 29 percent of adults consider brand name the most important factor, after price, when deciding where to make a home electronics purchase. In 2004, 40 percent considered name brand important.

The company interviewed 3,000 adults by telephone and Web in August and September for the study.

"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 percent of consumers, compared to 15 percent in 2004," said Jim Litwin, vice president, market insights at Vertis, in a statement. "Findings from the study show circulars are an effective medium to reach home electronic consumers, therefore marketers looking to communicate offers to consumers should consider advertising inserts."

The study also found that while men are most likely to be the chief shoppers of home electronic products, women are taking a more active role in deciding which electronics to purchase.

Particularly, 91 percent of women ages 35 to 49 claim they are the chief shoppers or equally share the home electronic purchasing decisions, compared to 86 percent of women between the ages of 18 to 34 and 86 percent of women 50 and older.

On the other hand, 94 percent of men who are 18 to 34 and 94 percent of men between the ages of 35 to 49 claim to be chief shoppers or equally share in the decision making process, compared to 92 percent of men 50 and older.

Other findings from the study include:

--29 percent of home electronic decision maker women between the age of 18 to 34 consider special offers such as discounts or coupons the most important deciding factor behind price when shopping for home electronics; this number has increased 10 percent since 2004;

--30 percent of adults surveyed turn to advertising inserts first for assistance when purchasing home electronic products;

--Additionally, 30 percent of adults and 40 percent of online circular readers read all advertising inserts/circulars for services they need;

--Since 2004, there has been an increase in adults who turn to the Internet first when making a decision to purchase home electronics from 15 percent to 21 percent;

--78 percent of online circular readers, research products by circular and then purchase at store;

--55 percent of online researchers, research by circular and then make the purchase at store, compared to 14 percent of online researchers who research by circular and then purchase online.


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