Sportsmen Offer Insight on What Influences Purchase Decisions



FERNANDINA BEACH, Fla. — When it comes to choosing particular hunting, shooting or fishing brand products, nothing influences sportsmen more than their own personal experiences. Research conducted by, and found that a whopping 78 percent of hunters and shooters and 77 percent of anglers cited “personal experience” as the number one deciding factor that affected their selection of a particular brand.

As such, it is no surprise that the second most deciding factor is brand loyalty itself, which was the second most selected factor on (56 percent) and (57 percent).

“This is a clear message to companies that if they provide a product that delivers on its promises every time a sportsmen uses it, they may well have made that hunter, shooter or angler a customer for life,” says Rob Southwick, president of Southwick Associates, which designs and conducts the surveys at, and

Ranking almost as high as brand loyalty was the suggestion from an experienced sportsman they know, meaning respected friends also hold sway over how a person views a particular product.

Where advertising and media are concerned, despite suspicion in the news that print publications, such as magazines, are on the decline in popularity and influence, participants in the surveys put them ahead of television, radio and the internet as sources of information that most influenced their buying decisions. In fact, 23 percent of hunters, shooters and anglers said magazine ads or feature articles influenced their buying decisions, just slightly ahead of 20 percent for internet articles, 12 percent for TV commercials and programs and 3 percent for internet ads.

“The value of a written article that discusses the merits of a product certainly still holds a lot of influence with today’s sportsmen,” Southwick says.

Interestingly, professional endorsements by sporting and other celebrities was only chosen by 9 percent of sportsmen as having an impact in their purchase of a particular brand.

To help continually improve, protect and advance the shooting sports and outdoor recreation, all sportsmen and sportswomen are encouraged to participate in the surveys at, and Each month, participants who complete the survey are entered into a drawing for one of five $100 gift certificates to the sporting goods retailer of their choice.

About, and Launched in 2006,, and help the outdoor equipment industry, government fisheries and wildlife officials and conservation organizations track consumer activities and expenditure trends. The information above represents only a small sample of the vast amount of data collected from the complete survey results and available to government agencies, businesses, the media and other interested parties. Results are scientifically analyzed to reflect the attitudes and habits of anglers and hunters across the United States. Find them on Facebook at and


1 Comment

  1. Its no surprise that personal experiences coupled with suggestions from respected friends and experienced associates are huge factors in purchasing decisions. If you try your friends or your guides rod or gun and like it better than your own, chances are you will buy one. Brand loyalty clearly makes it important for retailers to choose their products wisely. Its also nice to know that the written word is still strong.

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