Last month we discussed our findings pertaining to food and beverage brand loyalty among Baltimore area residents. This month we wanted to find out more about whether they care about the name on the bottle of their hygiene products.When it comes to toothpaste and deodorant, do customers really care about a brand name?
In our survey of more than 600 Baltimore residents, we found that most consumers buy at least some brand name hygiene products, with only (3%) reporting that they never purchased brand name personal care products. When compared to food and beverage products, Baltimore residents care significantly more about purchasing hygiene products that are manufactured by a well-known brand. (96%) purchase brand name toothpaste, with Colgate (31%) and Crest (30%) being the most popular brands. Brand name deodorant is also important to consumers, with (91%) of respondents saying they always buy branded anti-perspirants.
In addition to toothpaste and deodorant, respondents also rated soap (87%) and shampoo (81%) as products where the brand name matters. Consumers were much less picky about toilet paper (73%) and facial wash (57%).
When it comes to making their purchasing decisions, Baltimore residents rated quality and price point as the two most influential factors. Availability and environmental concerns also had an influence on the purchasing patterns of those we surveyed. Our survey also pointed to the fact that marketers should be harnessing the power of social media to get the word out about their products because (65%) of Baltimore residents claimed that they tried a new product that they had heard about on Facebook, Twitter, or another social networking site. Be sure to check back next week for the last part in our 3-part series on brand loyalty where we will find out what Baltimore residents think about brand name cleaning products!
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