UK – During the first Promotional Products Week which took place in in mid-September the British industry association BPMA (British Promotional Merchandise Association) published the results of a survey which underlines the fact that promotional products can significantly influence purchasing decisions. In the scope of the representative survey, the independent London-based online market research agency, Atomik Research, interviewed 1,000 randomly selected British consumers. Students and under 18-year-olds were not taken into consideration.
On-pack products and give-aways were the main theme of the survey – and as the results show, the Brits are evidently a nation of “freebie hunters“: In order to get their hands on a freebie, three out of ten British consumers quite consciously abandon their regular brand. Depending on the product in question, the readiness to be “unfaithful“ varies greatly: Kitchen accessories are evidently very appealing, here 48% of the respondents allow their purchasing decision to be influenced by freebies, followed by mugs (42%), branded glasses (39%), cuddly toys (34%) and cosmetic bags (30%). Consumers particularly reckon with give-aways at trade fairs (80%) and roadshows (60%). Small tokens of appreciation are also expected in hotel rooms (49%), banks (38%), receptions (33%) and at car dealers or garages (31%).
As in previous surveys carried out by the BPMA, the respondents were also questioned about promotional products that were already in their possession. Here the classics clearly head the field: 62% of the respondents own a writing instrument, 35% a mug, 33% a key pendant, 25% a T-shirt or sweatshirt and 25% a glass. The consumers particularly tend to keep products that are useful – 82% of the respondents agreed on this aspect. Further important factors are quality (20%) and the fact that the item is novelty (26%). The embellishment is incidentally accepted to a large degree: 47% of the interviewees don’t even mind if the branding is “significant”, although 33% would prefer a “subtle” form of individualisation.