Reasons For Keeping Products
Global Advertising Specialty Impressions Study, V. 4
By Larry Basinait
Consumers will be much more likely to keep a promotional product that is useful, according to the survey. About eight in 10 (77%) of product recipients indicated that an item's usefulness is the primary reason to keep it. In addition, 29% of recipients said they kept an item because it's attractive, and 29% say they keep a promotional product simply because it's "enjoyable to have." Interestingly, it's nearly as important for outerwear to be attractive (60%) and enjoyable to have (51%) as it is to be useful (70%). In addition to being useful, the need for caps to be both attractive (42%) and enjoyable to have (41%) is also high.