Celebrity Still Important to Why Consumers Buy.TV's Celebrity Chefs are Gaining Status PORT WASHINGTON Port Washington, uninc. town (1990 pop. 15,387), Nassau co., SE N.Y., a suburb of New York City, on the north shore of Long Island and Manhasset Bay. There is extensive manufacturing, much of it reflecting the region's past association with the aircraft and aerospace , N.Y. -- The NPD Group The NPD Group, Inc. is a leading global market research company[1] founded in 1967 and provides consumer and retail information to manufacturers and retailers. Using actual sales data from retailers and distributors as well as consumer-reported purchasing behavior, NPD , Inc., a leading market research company, released the results of its latest study, Celebrity Influence - 2008. Celebrities from Hollywood to Kitchen Stadium, as well as more traditional sports venues, still capture the attention of American consumers. But who are the celebrities that consumers are most aware of? Who are the ones that elicit a high degree of trust? Do these associations translate into sales? "The power of celebrity is still very important, but the dynamic is changing quite a bit," said Marshal Cohen cohen or kohen (Hebrew: “priest”) Jewish priest descended from Zadok (a descendant of Aaron), priest at the First Temple of Jerusalem. The biblical priesthood was hereditary and male. , chief industry analyst, The NPD Group, Inc. "It is no longer just a popularity contest, authenticity counts, too. Authenticity by way of actual, real world experience and that's what makes a celebrity's association with products and brands more real, more believable be·liev·a·ble adj. Capable of eliciting belief or trust. See Synonyms at plausible. be·liev  a·bil ."
The Celebrity Influence-2008 study tested consumers' overall awareness of some 200 celebrities. Brad Pitt and Britney Spears are the most well known among all those tested, on an aided basis. Rounding out the Top 5 are Oprah Winfrey “Oprah” redirects here. For the show, see The Oprah Winfrey Show. Oprah Gail Winfrey (born January 29, 1954) is the American multiple-Emmy Award winning host of The Oprah Winfrey Show, the highest-rated talk show in television history. , Madonna, and Tom Cruise. A key consideration in any product or brand endorsement relationship is a celebrity's likeability among consumers. In this NPD NPD New Product Development NPD Nouveau Parti Démocratique (Canada) NPD Narcissistic Personality Disorder NPD Norwegian Petroleum Directorate NPD Nationaldemokratische Partei Deutschlands study, Will Smith scored highest for being liked by consumers, with 83% of those who know the actor saying they like Will Smith "strongly" or "somewhat." Top 5 Celebrities - Likeability* < 1 < Will Smith 2 < Denzel Washington 3 < Matt Damon 4 < Halle Berry 5 < George Clooney *Net Rating -% Among those aware of celebrity Source: The NPD Group, Inc./Celebrity Influence 2008 Another key component of celebrities' influence on consumer purchasing behavior is the celebrity "trust factor"; the ability of celebrities to appear believable when they represent products or brands. Among those familiar with each celebrity, Oprah Winfrey's interior designer, Nate Berkus Nate Berkus (born September 17, 1971) is an American interior designer and decorator. He runs an interior design firm in Chicago, Nate Berkus Associates, and has been a regular guest on The Oprah Winfrey Show, on which he offers design advice to viewers. , tops the list of the most trusted celebrities, with Will Smith ranking second. Overall, the study shows that celebrity chefs perform very well when it comes to eliciting trust in the minds of consumers. In fact, nine of the top 25 most trusted celebrities are chefs, including Mario Batali Mario Batali (b. September 9, 1960) is an Italian-American chef, restaurateur, TV host and writer. Personal History Batali attended Rutgers University where he double majored in Spanish Theater and Economics, graduating in 1982. , Paula Deen Paula Hiers Deen, (born Paula Ann Hiers on January 19, 1947), is an American cook, restaurateur, writer, and Emmy Award-winning TV personality. Deen owns The Lady & Sons restaurant in Savannah, Georgia, where she resides, and runs it with her sons, Jamie and Bobby. , and Rachel Ray. "These celebrities spawned of cooking or design are big hits with consumers. Today's consumer doesn't just want to 'be' like a celebrity, they want to 'do' like them, too," Top 5 Celebrities - Positive Trust* < 1 < Nate Berkus 2 < Will Smith 3 < Mario Batali 4 < Tiger Woods 5 < Paula Deen *Net Rating -% Among those aware of celebrity Source: The NPD Group, Inc./Celebrity Influence 2008 Cohen adds. "I think it should be noted that not all celebrity associations hit home runs. For example, in fragrances we are seeing some celebrity impact wane for women. And in the sportswear market even some of the tried and true celebrity associations aren't enough to make the right connections with consumers. If the product isn't right, a celebrity endorsement or association isn't a magic bullet (jargon) magic bullet - (Or "silver bullet" from vampire legends) A term widely used in software engineering for a supposed quick, simple cure for some problem. E.g. "There's no silver bullet for this problem". ." Methodology: The survey was administered to a nationally representative sample of over 4,500 adults and teens age 13+ selected from NPD's Online Panel and fielded from March 13-20, 2008. About The NPD Group, Inc. The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,600 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage F&B is a common abbreviation in the United States and Commonwealth countries, including Hong Kong. F&B is typically the widely accepted abbreviation for "Food and Beverage," which is the sector/industry that specializes in the conceptualization, the making of, and delivery of foods. , foodservice, home, office supplies Office supplies is the generic term that refers to all supplies regularly used in offices by businesses and other organizations, from private citizens to governments, who works with the collection, refinement, and output of information (colloquially referred to as "paper work"). , software, sports, toys, and wireless. For more information, contact us or visit http://www.npd.com/. |
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