A November 2009 survey revealed more than half of anglers and hunters base their purchasing decisions on brand loyalty. According to HunterSurvey.com and AnglerSurvey.com, 53.8% of hunters and 51.6% of anglers agreed they prefer continuing their use of the same, quality brands.
Survey respondents also indicated the influence of “other experienced anglers or hunters” was an important factor when deciding what product brands to purchase. Nearly 53% of anglers and 50% of hunters agreed they rely on the advice and opinions of other experienced sportsmen and women. Results suggest opinion leaders in the fishing community are more influential than their counterparts on the hunting side.
Other factors influencing brand purchasing decisions included magazine advertisements and TV commercials. However, only 11.8% of anglers and hunters cited magazine advertisements as an influencer while 5.2% of hunters and 6.3% of anglers relied on TV commercials. These results suggest sportsmen and women rely on discovering the best quality brands through word of mouth within their peer group versus being swayed by the media.
Survey results of the question “What influences your purchase of a brand?” are listed below:
What influences your purchase of a brand?
Brand loyalty
51.60% (hunters)
53.80% (anglers)
Magazine advertisement
11.80%
11.80%
Another experienced angler/hunter
52.70%
50.00%
TV commercials
6.30%
5.20%
Other
24.90%
28.20%
