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What do customers want? A look at desirable brand traits.
Posted on May 19th, 2009 2 commentseMarketer reported today a list of the qualities customers respect in a brand. Conducted by MTV, the survey looks at the 18-24 age group to determine if a brand is indeed king. It turns out that a label is not the almighty persuader we might think. The top 3 most important characteristics are “good quality, trustworthy, and works well.”
Here are the results,
- 74% good quality
- 55% trustworthiness
- 51% the product works well
- 46% it has a cool image
- 46% it has a good history
- 46% popularity
- 44% knowing it has been good for a long time
- 40% it has class
- 39% fits with my own image
- 33% its authentic
- 33% uniqueness
- 32% people are talking about it
- 31% its cutting edge
- 29% it fits in with other products
- 25% friends like it
What’s most important to you when making a purchase?
2 responses to “What do customers want? A look at desirable brand traits.”
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I’d have to agree with the first three bullets as the Top 3 characteristics when making a purchase. When you’re talking about tech gadgets, you really don’t want to plop down a few hundred bucks on something like an Asus product (ie. cheap parts that won’t last long), haha. I also went onto Zappos the other day to order some comfy flip flops, and I only went there because I knew they wouldn’t screw me over. Besides, a CEO who pays their crappy customer support people to leave the company clearly cares about quality control, which makes Zappos even more appealing. Lastly, I’d want my product to work well… that’s just a given, although I’m a bit astounded by the percentage rate by the survey — 50%, really?!
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I was shocked that ‘working’ wasn’t more of a top priority for consumers too. I completely agree that customer service and trustworthiness are major attributes that I look for when I am shopping–especially online. The great thing about online shopping is it’s easy. If a purchase just results in hassle or a return, I am not likely to return to the same site.
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mike May 28th, 2009 at 12:54