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January 16, 2010

Survey shows factors in hunters' and anglers' purchasing decisions

FERNANDINA BEACH, Fla. — A November 2009 survey revealed that more than half of anglers and hunters base their purchasing decisions on brand loyalty.

According to HunterSurvey.com and AnglerSurvey.com, conducted by Southwick Associates, 53.8 percent of hunters and 51.6 percent of anglers agreed they prefer continuing their use of the same quality brands.

Survey respondents also indicated the influence of "other experienced anglers or hunters" was an important factor when deciding what product brands to purchase. Nearly 53 percent of anglers and 50 percent of hunters agreed they rely on the advice and opinions of other experienced sportsmen and women. Results suggest opinion leaders in the fishing community are more influential than their counterparts on the hunting side.

Other factors influencing brand purchasing decisions included magazine advertisements and TV commercials. However, only 11.8 percent of anglers and hunters cited magazine advertisements as an influence, while 5.2 percent of hunters and 6.3 percent of anglers relied on TV commercials. These results suggest sportsmen and women rely on discovering the best quality brands through word of mouth within their peer group versus being swayed by the media.

Here are the survey results of the question "What influences your purchase of a brand?":

Brand loyalty
â Anglers — 51.6 percent

â Hunters — 53.8 percent

Magazine advertisement
â Anglers — 11.8 percent

â Hunters — 11.8 percent

Another experienced
angler/hunter

â Anglers — 52.7 percent

â Hunters — 50 percent

TV commercials
â Anglers — 6.3 percent

â Hunters — 5.2 percent

Other
â Anglers — 24.9 percent

â Hunters — 28.2 percent

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