No Purchase Necessary

Unity Marketing, whose president Pam Danziger is the author of 'Why People Buy Things They Don't Need', is to launch a new Luxury Consumer Tracking Survey among affluent Americans.

Five hundred affluent consumer households will be surveyed every two months to assess what luxury products and services they have purchased and how much they spent, plus future intentions. Three segments will be distinguished, based on household income: $75-$100k ('upper middle'), $100-$150k ('affluent') and $150k+ ('super-affluent').

In addition to the tracking service, Unity will offer luxury marketers direct access to the panel for specific questions.

Despite the success of some companies within the luxury goods market, highlighted recently on DRNO (American Consumers Seek Out Little Luxuries, 5th Sept www.mrweb.com/drno/news2583.htm ), Danziger stresses the challenge facing suppliers: 'Connecting with the consumer is the key trend word for today's luxury marketer. After the past two years of global turbulence, luxury marketers are no longer guaranteed that the prestige of their brand will resonate with today's increasingly discriminating and cautious affluent shopper'.

More information is available from Pam Danziger - Pam@unitymarketingonline.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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