Kraft, Folgers, Olay Top Baby Boomer Gals' WOM November 19, 2008
Posted by Mark Blei in : Uncategorized , trackbackBaby boomer women talk about Kraft more than any other packaged goods food brand, according to results of word-of-mouth research released Tuesday by Rodale’s Prevention magazine, in partnership with Keller Fay Group’s ongoing TalkTrack study. JM Smuckers’ recently acquired Folgers, meanwhile, is the brand that boomers are more likely to talk about in comparison with younger women. That’s significant, since the study’s tracking of a year’s worth of online and offline conversations also determined that boomer women have “higher quality” WOM than younger women do–the conversations are more credible, and they are more likely than younger women to pass on what they hear to others, to seek additional information and, most significantly, to actually purchase the products talked about.
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