Consumers aren't fazed by Tiger Woods' shenanigans, reports research group
Market research firm NPD Group conducted an online study in which 44,000 consumers answered questions about Woods-endorsed products. Done between Dec. 16 and Jan. 5, the survey revealed the following:
-- Twenty-three percent of respondents had (at least once) purchased products Woods endorsed.
-- About one-third of consumers polled said their opinion of Woods has significantly declined since the revelations about his conduct.
-- However, most of the consumers polled said they plan no change in their purchase behavior based on the recent news.
-- Only 5% of the consumers said they plan "cut back or eliminate" any purchases of products Woods endorses.
-- Of those planning to cut back on such purchases, the majority came from the 55-plus age group.
-- Two percent of respondents that have purchased a Tiger Woods-endorsed product in the past stated that they plan to buy more.
-- Those respondents came primarily from the younger consumer demographic.
Marshal Cohen, chief industry analyst for the NPD Group said the impact of the Woods scandal won't diminish his selling power much, adding, “What little he will lose to the older folks, he will make up for in attention generated in the media and within the counterculture of the youth market that is being influenced by the transformation of Tiger.”
Photo: Tiger Woods apologizes at a news conference on Feb. 19. Credit: Sam Greenwood / Pool