A new survey conducted by Southwick Associates on what influences hunters’ and anglers’ purchases sheds light on how manufacturers in the hunting and fishing industry might best market to their consumers.

For hunters, “personal experience” was the highest factor at 73.3 percent with 72.1 percent of anglers concurring.

Also high on the list for hunters at 55.7 percent was “brand loyalty” with 55.8 percent of anglers favoring “brand loyalty” as well.

Other highly influential factors for anglers included recommendations by “another experienced angler” at 48.4 percent, “friends recommendations” at 39.9 percent and “magazine advertisement or feature article” at 19.4 percent.

Hunters were influenced highly by “another experienced hunter” at 45.5 percent, “friends recommendations” at 44.8 percent, and “internet articles” at 21.5 percent.

“The survey revealed some valuable information as to how hunting and fishing manufacturers may want to advertise to consumers,” said Rob Southwick, president of Southwick Associates, which designs and conducts surveys such as HunterSurvey.com, ShooterSurvey.com, and AnglerSurvey.com.  “It appears that consumers are compelled highly by their loyalty to a brand, personal experience, and input from other friends who hunt or fish.“

Hunters also placed high priority on “store sales people” and “expo or outdoors shows” at 11.0 percent and 12.3 percent respectively.  Anglers also favored these two influences at 12.7 percent and 12.9 percent each.

“Celebrities” influencing anglers and hunters were far less of a factor at only .3 percent for anglers and .7 percent for hunters.  Trending a bit higher were “professional endorsements” at 9.5 percent for anglers and 6.8 percent for hunters.

The data was built on 2121 anglers responding and 4062 hunters respectively.  For more information on a subscription to the survey trends reports, contact jdepalma@brandintelligent.com

Logo courtesy Southwick Associates

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