12130 primary seal research 2015.pptx

GOOD HOUSEKEEPING GOOD HOUSEKEEPING

GOOD HOUSEKEEPING

ONLINE STUDY • In June 2015 GH conducted a study

on consumer perception and awareness of the Seal

• 1,137 readers and non-readers completed the survey

Source: Fairfield Research, June 2015 GOOD HOUSEKEEPING 2

GOOD HOUSEKEEPING

RESPONDENTS % female 92%

% male 8%

18-34 18%

35-54 44%

55+ 38%

Source: Fairfield Research, June 2015

3

GOOD HOUSEKEEPING


High awareness across all age groups

18-34

35-54

55+

88% of consumers are aware of the Good Housekeeping Seal

66%

83%

97%

UNIVERSAL AWARENESS

4

GOOD HOUSEKEEPING 5

SYMBOL OF REASSURANCE

87% of consumers would feel more comfortable buying a product they were unfamiliar with if it had the Good Housekeeping Seal

CREDENTIALS COUNT

74% of consumers would feel more comfortable buying a product they were unfamiliar with if it had a seal, stamp or endorsement


GOOD HOUSEKEEPING 6

WHY IS IT REASSURING? Products with the Good Housekeeping Seal

80%

36%

Have received a stamp of approval/endorsement from GH

Have been tested

Will perform as promised

Are superior

Are backed by a limited warranty

90%

68%

27%


GOOD HOUSEKEEPING 7

When choosing between two brands similar in price and features, 89% of consumers are more inclined to buy a product with the Seal


GOOD HOUSEKEEPING 8

46%

21% 30% 35%

28% 26% 27% 32% 31%

25%

50%

90%

83% 78%

66% 70%

67% 71%

53% 43%

38% 44% 40%

39%

19% 21%

TOP-RANKED CONSUMER EMBLEM

91%

22%

69%


24%

82%

58%

Tremendous/Great Deal of Influence Some Influence

69%

GOOD HOUSEKEEPING

90%

46%

69%

21%

53%

30%

43%

35%

58%

24%

44%

26%

31%

34%

23% 19%

31%

21%

25%

50%

83% 78%

82%

70% 65%

50%

27%



9


GOOD HOUSEKEEPING 10

90%

42%

69%

21%

53%

30%

45%

29%

41%

31%

44%

26%

26%

30%

20% 19%

31%

18%

24%

50%

83%

74% 72% 70%

56%

46%

26%





PURCHASE INFLUENCE

91%

Small Appliances

70%

21%

40% of consumers are willing to pay more for an appliance if it has the Seal

89%

Large Appliances

68%

21%

Tremendous/Great Deal of Influence

Some Influence



85%

Home building

83%

27%

56%

84%

26%

58%

26%

59%

Home decorating & furnishings

Flooring

22% of consumers are willing to pay more for a home building product if it has the Seal

PURCHASE INFLUENCE


Some Influence



84%

Consumer electronics

24%

60%

33% of consumers are willing to pay more for an electronic product if it has the Seal

PURCHASE INFLUENCE


Some Influence



45% of consumers are willing to pay more for a cleaning or household product if it has the Seal

91%

Cleaning & Household

Housewares

69%

22%

90%

66%

24%

PURCHASE INFLUENCE


Some Influence



81%

Hair care Cosmetics Skin care

56%

25%

77%

49%

28%

80%

51%

29%

36% of consumers are willing to pay more for a beauty or personal care product if it has the Seal

PURCHASE INFLUENCE


Some Influence



36% of consumers are willing to pay more for a beauty or personal care product if it has the Seal

80%

Oral care

28%

52%

PURCHASE INFLUENCE


Some Influence



80%

Food

26%

54%

34% of consumers are willing to pay more for a food product if it has the Seal

PURCHASE INFLUENCE


Some Influence



27% of consumers are willing to pay more for an OTC drug or dietary supplement if it has the Seal

81%

OTC drugs & remedies

Herbal & dietary supplements

27%

54%

75%

28%

47%

PURCHASE INFLUENCE


Some Influence



74%

Infant/ childcare supplies

Toys & games

24%

50%

75%

27%

48%

24% of consumers are willing to pay more for an infant or childcare product if it has the Seal

PURCHASE INFLUENCE


Some Influence



82%

Lawn & garden

29%

53%

21% of consumers are willing to pay more for a lawn or garden product if it has the Seal

PURCHASE INFLUENCE


Some Influence



72%

Pet food & supplies

26%

46%

21% of consumers are willing to pay more for a pet food product if it has the Seal

PURCHASE INFLUENCE


Some Influence


21


60%

Apparel

31%

29%

PURCHASE INFLUENCE


Some Influence


22


70%

Automotive accessories

29%

41%

PURCHASE INFLUENCE


Some Influence


GOOD HOUSEKEEPING

89% of consumers are more likely to trust a product and its advertising if it displayed the Seal

24 Source: Fairfield Research, June 2015 GOOD HOUSEKEEPING

12130 primary seal research 2015.pptx

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