Press Release from Angler's Survey

For Release: December 10, 2009
Contact: Donna@southwickassociates.com


New survey shows what factors influence hunters’ and anglers’ purchasing decisions

FERNANDINA BEACH, Fla. - 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, conducted by Southwick Associates, 53.8 percent of hunters and 51.6 percent 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 percent of anglers and 50 percent 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 percent of anglers and hunters cited magazine advertisements as an influencer while 5.2 percent of hunters and 6.3 percent 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?
Anglers
Hunters
Brand loyalty
51.60%
53.80%
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%

-30-

About AnglerSurvey.com and HunterSurvey.com
Launched in 2006, AnglerSurvey.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 that is available from the complete survey results. The results are scientifically analyzed to reflect all U.S. anglers