Epsilon launches results of its 2010 Consumer Experience Marketing Study

The CEM report gathered data from Australia, China, India, Japan, Hong Kong and Singapore. It reviews eight sectors: Insurance, airline, travel portal, computer, mobile phone, consumer packaged goods (CPG), paid publication and online games.

The dissatisfaction among consumers in the CEM report hit the hardest on paid publications and online games. Airlines had the highest loyalty base with 65 per cent of the people will reconsider the brand again.

The survey also highlights friends and families (F&F) as the main information source for summers. F&F ranks first in seven of the eight sectors, the exception paid publications, which rely on discussion forums.

Pricing is important to create interaction between marketing lifecyle and customer purchase behavior. However, the report suggests that it is not a main driver in the region (except Singapore and Australia, where price and discounts lead consumer behaviors). Product quailty and features are important off set a brand over the others.

Dominic Powers, senior VP of Asia-Pacific at Epsilon, says integrating marketing channels with relevancy is key to link brand recall and actual purchasing behavior.

The CEM surveyed 3,300 consumers across the APAC region. Data on Hong Kong, China and Australia have been officially annouced. Access the full report at www.epsilon.com/apac.CEMreport.