FSI Power

Posted on by Chief Marketer Staff

A new study claims that 66 percent of surveyed households with an income of more than 40,000 say that having a coupon makes them more likely to purchase their preferred brands.

The study also suggests that coupons were useful in driving use and promoting loyalty.

For example, in the pasta source category, Ragu is the leader in FSI participation and reported consumer usage, with 44 percent of respondents claiming to use the brand

In the all-purpose cleaner category, Clorox has a high level of FSI participation and Lysol a medium level. Sixty three percent of respondents and 55 percent of respondents respectively said they use these brands. In fact, not a single brand of all-purpose cleaner with high FSI participation reported low consumer usage.

The study also says that 70 percent of those adults sampled say that having a coupon encouraged them to purchase their preferred brands

The report is by done by KRC Research of New York, developer of the Brand loyalty Index to gauge consumer FSI usage and its relation to driving sales. The study used a sample of 1,000 adults, according to FSI Council of North America Inc. spokesperson Joy Farber.

The FSI Council, New York City, underwrote parts of the study, Farber says.

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