Forty-three Percent of Women Prefer to Buy Brands That Make a Donation With Every Purchase

DENVER, July 29, 2011 /PRNewswire/ -- When choosing between two brands that benefit a cause, 43 percent of women say they choose the brand that donates with every purchase over a brand that donates a set amount. This was revealed in The Checkout, the shopper experience study currently underway by The Integer Group ® and M/A/R/C ® Research.

"This may be because shoppers aim for instant gratification and a feeling of doing good, which they receive from making each purchase. This is also good for the brand since it encourages repeat purchase and loyalty," said Randy Wahl, EVP, M/A/R/C Research.

Women seem to be motivated by causes that hold an emotional and personal relevance, according to study results. Of several different causes, women report finding disease prevention the most compelling, with social change, faith based, animal welfare and child welfare causes all trailing behind.

On the other hand, many cognitive researchers believe that rational thought trumps empathy in men's brains. This seems to point to a more pragmatic process of why men lean more toward social causes where involvement is typically a monetary fix versus an emotional engagement.

"Brands need to appeal to men's rationale side, delivering a more rational benefit for their participation in a cause program, which can lead to higher engagement. Men are more likely to support organizations like The Salvation Army or Goodwill, with women saying they support disease prevention causes such as breast cancer awareness," said Craig Elston, SVP, The Integer Group. "If you're targeting women, focus on the messaging as a means to evoke emotion."

Data for The Checkout comes from a national survey conducted by Integer and M/A/R/C where consumers are asked about their shopping attitudes, shopping behaviors, and economic outlook. Topics range from criteria shoppers use to select retailers, to which in-store stimulus is most likely to drive purchase, to factors that might lead shoppers to leave an aisle empty-handed. The Checkout is available for download at Integer's blog www.ShopperCulture.com or M/A/R/C's web site http://www.marcresearch.com/checkout.php.

About The Integer Group

The Integer Group (www.integer.com) is one of the world's largest promotional, retail, and shopper marketing agencies, and a key member of Omnicom Group Inc. Integer lives at the Intersection of Branding and Selling® and creates strategic marketing solutions for clients in categories that include retail, beverage, packaged goods, telecommunications, home and shelter, automotive aftermarket, and power sports. Integer has more than 1,200 employees working in U.S. locations as well as international offices in Africa, Asia, Australia, Europe, the Middle East, and North and South America. Join the conversation on shopping culture and brand strategy at www.ShopperCulture.com.

About Omnicom

Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company.  Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 100 countries.

About M/A/R/C® Research

M/A/R/C® Research (www.MARCresearch.com) is a brand development firm dedicated to helping clients create, evaluate, and strengthen their brands. Our teams design and execute qualitative and quantitative, traditional and online solutions while adhering to a client-service ethic built on being easy to work with and delivering what is promised. Our core competency is measuring attitudes and behaviors to accurately explain and predict market share, revenue, and bottom line impact of a client's actions. We help our clients address consumer, channel, and B2B marketing issues to launch better products and services, attract and retain valuable customers, and build stronger brands. Our proven, marketing-issue focused solutions support clients' brand building efforts.

SOURCE The Integer Group

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