What Influences Customer’s Purchasing Habits?
A new study shows personal experiences influence what hunting, shooting and fishing products customers choose to purchase more than any other factors. The research, conducted by HunterSurvey.com, ShooterSurvey.com and AnglerSurvey.com, reveals that 78 percent of hunters and shooters and 77 percent of anglers rely on personal experience when it comes to which brands they buy.
Considering how dedicated your customers are to their own personal experiences, it comes as no surprise that the second most popular deciding factor is brand loyalty, with 56 percent of hunters and shooters and 57 percent of anglers declaring it a factor when they make purchases.
“This is a clear message to companies that if they provide a product that delivers on its promises every time a sportsman uses it, they may well have made that hunter, shooter or angler a customer for life,” said Rob Southwick, president of Southwick Associates, which designs and conducts the surveys.
Sportsmen also rely heavily on recommendations from other experienced sportsmen, according to the survey. The research also showed that 23 percent of those surveyed looked to magazine ads or feature articles when making their purchases, which ranked higher than any other media. Twenty percent rely on Internet articles when choosing which purchases to make, with 12 percent looking to television commercials and 3 percent considering Internet ads.
This runs counter to popular position that printing publications, such as magazines, are on the decline.
“The value of a written article that discusses the merits of a product certainly still holds a lot of influence with today’s sportsmen,” Southwick said.
The surveys also show that only 9 percent of sportsmen look to celebrity and professional endorsements when deciding whether to purchase a particular brand.
Encourage your customers to participate in surveys at HunterSurvey.com, ShooterSurvey.com and AnglerSurvey.com, where they’ll have a monthly chance to win one of five $100 gift certificates to the retailer of their choice.
For more information on Southwick Associates, visit www.southwickassociates.com.
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