Ipsos MediaCT has released the results of the 5th wave of its “Women, Power & Money” study, co-developed with FleishmanHillard and Hearst Magazines. As part of the study, the researchers look at the factors – aside from price – that are important to American women when choosing brands, noting that only about one-third of women agree that “all brands are pretty much the same,” compared to 37% of men. So what factors top the list when excluding price from the equation?
Results from the survey indicate that the brand must be reliable (87%), trusted (82%) and have excellent customer service (81%). These 3 factors were not only tops among women, they were tops across generations and genders. The next tier of “extremely” or “very important” factors for choosing a brand are that it treats employees fairly (69%), is made in America (63%), is an American brand (61%) and that it has a rewards or customer loyalty program (61%). Read the rest at MarketingCharts.
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