U.S. consumers' reasons for switching rum brands 2017
Today’s market comprises a variety of rum brands. 26 new rum products were introduced in the United States back in 2018 which can make it quite difficult for consumers to stay loyal to one brand and not start looking towards greener pastures. However, when it comes to the U.S., there are several reasons why consumers switch rum brands.
As for respondents in the U.S. at the age of 21 and older who buy rum, the most common incidence to try other than their usual brand would be on special occasions. This could be a birthday party, a wedding or any other similar event. Recommendations from friends or acquaintances is another reason that can prompt consumers to look for new products as people usually trust the word of their loved ones. Another reason which is quite common amongst one in four respondents is that they want to try out something new.
Advertising expenditures for rum
From 2013 to 2018, advertising expenditures for rum decreased by 67% in the U.S. and as of 2017, a rather modest share of 7% of the respondents stated advertisement as a reason for trying out a new rum brand.
As for respondents in the U.S. at the age of 21 and older who buy rum, the most common incidence to try other than their usual brand would be on special occasions. This could be a birthday party, a wedding or any other similar event. Recommendations from friends or acquaintances is another reason that can prompt consumers to look for new products as people usually trust the word of their loved ones. Another reason which is quite common amongst one in four respondents is that they want to try out something new.
Advertising expenditures for rum
From 2013 to 2018, advertising expenditures for rum decreased by 67% in the U.S. and as of 2017, a rather modest share of 7% of the respondents stated advertisement as a reason for trying out a new rum brand.
