Marketing MIX PSP barometer – a survey of the promotional products market

PSP barometer – a survey of the promotional products market

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The survey was conducted among advertising agencies visiting Promo Show Professional fair. A goal of the survey was to gather information about the promotional products market in Poland and abroad.

POLISH RESULTS

What determines the choice of a specific product?

The survey consisted 6 questions. The first question lists six factors that affect the choice of an advertising product by a customer. These are: product quality, its usability, service, product price, its design and relations with the salesman. Agency representatives were asked to rate each, on a scale of 1 to 6 (depending on how important a given factor is. On the scale 1 was very minor and 6 the most important).

According to respondents, price is an equal factor as relationships.

The most important factor for the selection of promotional products for Polish customers is the price of the product and relations with the sales representative. As for the price, the highest score (6) was given to price by 49% of respondents, and the contact with the seller as „six” was rated slightly less, by 48% of respondents. In the case of the price, only less than a percent found this factor irrelevant (0,93%), and the relations with the trader did not receive a single low grade (1). The next important factor is the product quality – notes 4, 5 and 6 received 21, 39 and 33% each. Importantly, in this case no one gave her low scores 1 and 2.

Attractive external appearance / design of the product – 35% of respondents assigned the highest weight, and 5 and 4 – 34% and 24% respectively. Product usability is another factor in the selection of promotional items – here, scores 5 and 6 received 35% and 22% respectively, and 4 – 26%.

According to the respondents, the least important factor was the service – here the votes from 1 to 6 were distributed very evenly.

The biggest obstacle for business

Business expenses & operating costs were assessed as the biggest obstacle in business – as many as 45% of Polish respondents assigned it a score of 6, and a total of as many as 82% considered it an important factor. A crucial factor are also changes in legal regulations – here almost 70% considered them as important. Stagnation in payments and competition on the market have been indicated as next ones.

Eco-Friendly and Sustainable Promotional Products

Following the latest industry trends, responders were asked about ecological gadgets. 85% of respondents answered that such customer inquiries appear. On a scale of importance from 1 to 6, the question was also asked how important for the respondents is whether the product can be reused or safely disposed of in the future? For 77% of respondents, this was an important factor (scores from 4 to 6). Less than 10% considered this product feature as insignificant (Notes 1 and 2).

What is the condition of the Polish industry?

Representatives of Polish advertising agencies were also asked to assess the market condition and forecasts for the coming year. In both cases, the opinions of the respondents are optimistic. Nearly 22% of respondents rated the condition of the passing year as very good (6). Only 2% of respondents assigned „a poor year” (grades 1-2). The specter of the crisis in the coming months seems to be bypassing the advertising industry. The economic slowdown is forecast by less than 1 percent of those surveyed, stagnation by 16%, and positive forecasts and market growth (scores 4 and above) – 76%.

FOREIGN RESULTS

PSP is international. Therefore, the survey was also conducted among foreign visitors, among others from Ukraine, Lithuania, Latvia, Estonia, Belgium, Belarus, Finland, Italy, Slovenia, Germany, Russia, Romania, Georgia and Moldova.

What determines the choice of a specific product?

According to foreign respondents, product quality is the most important factor when choosing an advertising product. He only received notes from 4 to 6, in the order: 24%, 32% and 44%, which in total gives 100%. Therefore, for all foreign respondents, product quality is important, very important or most important. It is also noteworthy that all other factors were rated equally high. Usability, service, product price and design – received scores from 4 to 6 – in over 90%.

What makes running a business difficult?

Advertising agencies were asked about what is the biggest obstacle to running a business. While the biggest obstacle for Polish companies was the cost of doing business, it is competition on the market for foreign respondents – 36% considered it to be the most important factor hindering business everyday life. Operating costs also pose difficulties – important (28%), very important (48%) and most important (20%) notes. Nobody considered this factor as least or not very important – notes 1 and 2. Next are the changes in legal regulations – but they are not considered as a very important factor. According to one quarter of respondents, they have an average impact (note 3), 29% assess their weight at 4, and 20% at 5. Stagnation in payments seems to be the least problem abroad.

Eco-Friendly and Sustainable Promotional Products

Foreign guests were also asked questions about the interest of customers in ecological gadgets. Here the results are very similar to Polish: 80% of respondents replied that such customer inquiries appear. On a scale of importance from 1 to 6, the question was also asked how important for the respondents is whether the product can be reused or safely disposed of in the future? For 92% of respondents, this was an important factor (scores from 4 to 6). Nobody considered this product feature as insignificant (notes 1 and 2).

What is the condition of the industry?

Representatives of advertising agencies were also asked to assess the market condition in their countries, and forecasts for the coming year. In both cases, the opinions of the respondents indicate satisfaction with the business situation. Nearly 12% of respondents rated the condition of the passing year as very good (6), and 50% voted for the top five. A weak year (grades 1-2) was not marked by a single person. The specter of the crisis in the coming months seems to be bypassing the advertising industry. Nobody noted the economic slowdown (notes 1 and 2), 12% chose stagnation, and positive forecasts and market growth (notes 4 and above) – 88%.

Download the full infographic from the survey HERE.

www.psp2020.pl