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Press ReleaseSource: Clickin Research, Inc. Clickin Study Shows Loyalty Programs Help Customers Rebound After Reactions to Gas Price Increases Loyalty programs help customer opinions rebound after the reactionary search-for-bargain response to gas price increases. Austin, Texas - September 13, 2005 Retailers hit with fuel shortages and price increases can learn important lessons about customer reactions to gas price increases from Clickin's insights developed during the summer months. Opinions of convenience customers, collected in June, July and August 2005 in a cross-sectional study conducted by Clickin Research, Inc. of Austin, Texas, documented consumers' search for better prices. Between June and July, when gas prices increases across the US averaged $.10 to $.15 per gallon, consumers changed their visit patterns, spreading their gas purchases around to more retailers. Price became more important in the selection of a location for refueling. "In fact, for many consumers, a great price became as much a reason for refueling as having a low tank," says Dr. Martha Russell, President of Clickin. By August, even in the face of continued price increases, price considerations and patronage had returned to their June levels, and the importance of loyalty programs had increased beyond their June levels. Reacting to several months of continual price increases at the pumps, refueling trips to a regular location reduced by one or two visits per week as convenience customers widened their choice of fueling locations. During July the importance of loyalty programs diminished as consumers shopped around. But even though prices continued to increase in August, loyalty programs regained their importance, and consumers' range of fueling location returned to its June levels. "Consumers are attracted by the thought that the grass may be greener elsewhere," says Dr. Russell, "but they don't search forever. They have a limited amount of energy to devote to the search. When they return to their routine retailers, they return with increased satisfaction and perhaps greater appreciation of what established their relationship with that retailer in the first place." Clickin Research, an Austin Texas based market research company, announced the results today of its study of convenient living survey. This annual study benchmarks consumers' attitudes toward convenient shopping alternatives, including gas and ready-to-eat food. In a well-designed examination of consumers' refueling patterns for their cars and themselves, Clickin provides analysts with a unique sample of consumers recruited in convenience stores and with unprecedented estimates of how loyalty programs and brand influence rebound after reactions to price escalation. Clickin Research has conducted in-store research with convenience customers using Clickin Store Surveys for more than six years. For additional information call Dr. Martha Russell at 512.236.9161 x.11 or email her at drmartha@clickin.com. About Clickin Clickin (www.clickin.com ) is an 18-year-old market research company, based in Austin, TX. It specializes in providing clients with actionable information to make sound business decisions and has a client base that includes Capital Sports & Entertainment, DDB, Ogilvy and Mather, Bank One, Coca Cola, Brooks Sports, Gateway Computers, Johnson Worldwide Associates, National Association of Convenience Stores, Public Strategies and Texas Growth Fund. Clickin conducts store-level customer opinion studies using Clickin Store Surveys applications. Contact: |
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Clickin Study Shows Super Bowl XXXIX TV Commercials Work Hard To Gain Recognition In Drama-Filled Broadcast uper Bowl commercials must compete with the drama of the game. In Super Bowl XXXIX the battle for victory, as well as the production value of the pre-game and half-time game show, proved tough competition.
Impact of Super bowl Advertising on Changes in Viewers' Brand Attitudes (PDF)
Brand Perceptions of TV Commercials During Super Bowl XXXVIII (PDF)
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