Price not a major driver of consumer choice, study says

THE PHILIPPINES, MAY 30, 2012: Value over price is becoming a common mantra for consumers nowadays according to a study presented by advertising market research company Ipsos ASI.

Kym Penhall, managing director of Ipsos ASI Asia Pacific said that manufacturers should not be focusing their business success on low prices. What’s significant is getting consumers to want to buy the brand at a full price.  

The study also tapped on media trends and concluded that television is still king. "Television is still the main media. Television is not going away," says Penhall.

The study also sees that in effective advertising, focus must be on reach rather than frequency. "A bad ad is a bad ad. No matter how many times they’ve seen it," explains Penhall.

 

New media trends in the Philippines has also seen development according to the study presented by Peter Fairbrother, managing director for Ipsos ASI South East Asia and India, on the new media trends in Asia Pacific.

 

New media has also been a huge factor in the success and awareness of the new tourism campaign as research director of Ipsos Philippines Francis Palomares, Jr. said that the campaign has maximized the power of Internet and social media.

 

 

Ipsos revealed that the new tourism slogan "It’s more fun in the Philippines," continues to gain positive reaction based on a Tracking survey done in February and March 2012 among 2,000 Metro Manila respondents, 15-69 years old, from socio-economic classes ABCDE.

However, despite the strong awareness on the campaign, recognition has gone down from 65% in February to 56% in March. Among the factors that may have lowered the awareness of the campaign was the recently concluded Philippine Chief Justice impeachment trial. 

"The TV news, which is the main source of awareness of the campaign, shifted its focus to the Chief Justice trial in March. These may have impacted on the awareness of the tourism campaign in Marcj," says Palomares.