Zid, Linda Abu-Shalback
September 2004
Marketing Management;Sep/Oct2004, Vol. 13 Issue 5, p6
This article reports on the studies on U.S. consumers and their home electronic purchases. A study by Vertis showed that the advertising inserts and circulars stuck in newspapers have a greater influence on home electronic purchases than ads on the pages of the newspapers themselves. When survey respondents were asked what type of media influences their home electronics decisions, 28 percent of them cited advertising inserts and circulars, while 22 percent favored television and 18 percent picked ads on the pages of newspapers. Just 4 percent cited the Internet as the chief type of media influencing purchases, and only 1 percent cited e-mail. Brand name still has a huge appeal to U.S. consumers when making their purchases. Although its importance has decreased relative to the 1998 findings, 40 percent of respondents picked a product's brand name as the most important factor, after price, when buying home electronics. Other factors, such as a helpful and knowledgeable sales staff, special offers and product availability, were far less important to respondents. Meanwhile, according to a new survey by PARADE Magazine and Yankee Group, but U.S. consumers are still behind when it comes to understanding those electronics. They survey found that households with children tend to be a little better informed about consumer technology concepts. As for the electronics that U.S. citizens want, instead of newer products like digital video recorders (DVD) or MP3 players, consumers are interested in what's been on the market for a number of years: plasma televisions, computers, and DVD players.


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