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Tuesday, December 13, 2011

Sportsmen say "Personal Experience" is their #1 Influence

77 percent of anglers and 78 percent of hunters name “personal experience” as the number one influence when deciding to buy a particular brand. This is from a recent study by Southwick Associates on that very topic.

"This is a clear message to companies that if they provide a product that delivers on its promises every time a sportsmen uses it, they may well have made that hunter, shooter or angler a customer for life,” says Rob Southwick, president of Southwick Associates, which designs and conducts the surveys at HunterSurvey.com, ShooterSurvey.com and AnglerSurvey.com.

Ranking right up there with personal experience and brand loyalty in purchase decisions is recommendations from experienced friends.  No surprise here as the "referral" is what's driven sales for decades.

Magazines, even with their declining subscription rates, are still ahead of television, radio and the internet as far as influencing buying decisions through advertising. Feature magazine articles also hold a big influential place with fishermen and hunters.

A surprise outcome is that endorsements by sporting and other celebrities place pretty far down on the list as to what influences a particular brand.  Could this mean manufactures will start dropping the proliferation of signatures on their products that in many cases seem like just an excuse to raise prices.

Anyone who's a fisherman, hunter or a shooter can participate in Southwicks's marking surveys by simply visiting   AnglerSurvey.com, HunterSurvey.com, ShooterSurvey.com 

Launched in 2006, AnglerSurvey.com, ShooterSurvey.com and HunterSurvey.com help the outdoor equipment industry, government fisheries and wildlife officials and conservation organizations track consumer activities and expenditure trends. The information above represents only a small sample of the vast amount of data collected from the complete survey results and available to government agencies, businesses, the media and other interested parties. Results are scientifically analyzed to reflect the attitudes and habits of anglers and hunters across the United States

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