Brands that fit

Abu-Shalback Zid, Linda
January 2004
Marketing Management;Jan/Feb2004, Vol. 13 Issue 1, p5
A survey of more than 900 owners, presidents, CEOs, and general managers show that small- and mid-sized business owners' attitudes toward brands play a critical role in their purchasing decisions. The survey is administered by Kadence Business Research and the City Business Journals Network. The survey reported that if small and mid-sized businesses have a positive experience with brands, they are likely to develop a long-term relationship with it. The research reveals several key points about each stage of the purchasing cycle. Most of the small businesses and mid-market companies agree that a potential business opportunity is what originally interested them in a product. They also agree that they are open to buying new ideas or applications. Service history is agreed upon by most companies as the most important consideration in making a decision on a brand. Most companies also say that they research a variety of sources when searching for information on a particular need. Moreover, they want to do business with brands they respect. More than half of the respondents also agree that they like to be reminded that they have bought a good product.


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