Friday, September 16, 2011

Do Consumers Recognize Their State's Promotional Branding Program?

Earlier this month, I wrote a post about state promotional branding programs. Researchers at Penn State surveyed mid-Atlantic consumers on their awareness of their state's promotional branding program and how (or if) that influenced their purchases. This study has provided a lot of great info that can't be covered in just one post!

Participants were asked to indicate if they were aware that their state had a promotional program. Participants who responded “Yes” (20% on average; 34.6% of New Jersey residents, 18.2% of New York residents, 15% of Pennsylvania residents, and 21% of Virginia residents) were then asked to select the correct name of their state’s promotional program or select the “don’t know” option. The programs featured in the survey included a) PA Preferred, b) Pride of NY, c) New Jersey Fresh, and d) Virginia Grown.

Figure 1.

Figure 2.

Figure 3.

Figure 4.

In Figure 1, 50.8% of New Jersey residents selected the correct name for their state’s program (Jersey Fresh). In Figures 2,3, and 4, the correct promotional program for their state of residence was selected by 73.3% of Pennsylvania residents, 23.4% of New York residents, and 59.2% of Virginia residents.

Overall, New York residents who responded that they were aware that their states had a promotional program were the least likely to select the actual name for their program compared to residents of the other states. Additionally, slightly less than half of New Jersey residents, 42.3%, selected the incorrect name for their promotional program. Regarding the “don’t know” option presented, close to a quarter of participants residing in Pennsylvania (23.3%) and 37.5% of New York participants selected this option.

To read more about this topic, please see the press release.

As an ag business owner, do you use your state's branding program on your products? As a consumer, are you aware of your state's branding program? If so, does it affect your purchases?

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