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- Sep 25, 2007
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Hi all,
This article is from the November 19th Edition of the Globe and Mail (Report on Business). The results of this study might be useful when you are looking for joint venture partners or people willing to loan money. Excerpts:
The surprising take-away, says the agency`s president, Jack Bensimon, is that pessimism about the economy does not skew toward small towns. "Conventional wisdom or instinct suggests that in smaller towns, where there are traditionally fewer job prospects, you would have a higher level of anxiety about the weakening economy," he says. But the report documents a contrary finding: "The fact is that the pessimism seems most pronounced in the largest urban centres," defined as those with populations in excess of one million.
Not only are small-town residents relatively sunnier in their economic outlook, they have distinct consumer attitudes that set them apart from their big-city sisters. Canadians in smaller communities are more focused on bargains: getting a good deal and at the lowest price. And they place a higher value on buying Canadian.
Mr. Bensimon says such insights into "brand comfort" should have implications for marketers, especially those who rely on big-city focus groups for the development of advertising strategies. "We should be giving disproportionate attention to the desires of people we are marketing to in the less-populated areas," Mr. Bensimon says. "If we`re not in touch with consumers, they`re going to lose confidence in the brands we`re marketing to them."
http://www.theglobeandmail.com/servlet/sto...=jennifer+wells
Keith
This article is from the November 19th Edition of the Globe and Mail (Report on Business). The results of this study might be useful when you are looking for joint venture partners or people willing to loan money. Excerpts:
The surprising take-away, says the agency`s president, Jack Bensimon, is that pessimism about the economy does not skew toward small towns. "Conventional wisdom or instinct suggests that in smaller towns, where there are traditionally fewer job prospects, you would have a higher level of anxiety about the weakening economy," he says. But the report documents a contrary finding: "The fact is that the pessimism seems most pronounced in the largest urban centres," defined as those with populations in excess of one million.
Not only are small-town residents relatively sunnier in their economic outlook, they have distinct consumer attitudes that set them apart from their big-city sisters. Canadians in smaller communities are more focused on bargains: getting a good deal and at the lowest price. And they place a higher value on buying Canadian.
Mr. Bensimon says such insights into "brand comfort" should have implications for marketers, especially those who rely on big-city focus groups for the development of advertising strategies. "We should be giving disproportionate attention to the desires of people we are marketing to in the less-populated areas," Mr. Bensimon says. "If we`re not in touch with consumers, they`re going to lose confidence in the brands we`re marketing to them."
http://www.theglobeandmail.com/servlet/sto...=jennifer+wells
Keith