Americans were health conscious in 1988

1988 was a year in which many Americans exercised more and reduced their intake of cholesterol. It was also a year in which almost half were dissatisfied with their weight. These were among the findings of two recent Maritz AmeriPolls.

The first poll found that 30% of the respondents exercised more in 1988 than they did in 1987—and women were leading the pack. 31% of women were exercising more, compared to 28% of men. Only 18% of people were exercising less often. 52% exercised about the same amount last year as they did in 1987. Nearly half of the women who responded were dissatisfied with their weight; one-third of men were dissatisfied.

The second poll found that 44% of respondents changed their diet in 1988 to cut down on cholesterol. Women were once again leading the pack. 51% of women made a change, while 37% of the men did so.

Reading, writing, and channel changing

College students spend more time listening to radio and watching television than they do in class. According to a survey of student media habits conducted by Decisions Center, Inc., college students spend an average of 11 hours per week listening to radio, 6 hours watching broadcast TV, and three hours viewing cable—a total of 20 hours. By comparison, students typically spend 12 to 15 hours per week in class.

According to the nationwide survey of more than 2,100 full- and part-time students, 97% of all students listen to radio in a given week while 92% watch broadcast TV and 55% watch cable TV.

The survey found that 83% of students read their college paper, half read a local paper and just 18% read a national paper. The study also revealed that 53% of college students use a video cassette recorder. Of those, 9 out of 10 rent or purchase tapes and 6 out of 10 record shows to watch later. Most of those who watch tape recorded programs report fast forwarding through the commercials.

Study shows importance of corporate image

The investment that a company makes in cultivating a favorable and caring public image can pay dividends in higher consumer sales, according to a survey recently completed by Opinion Research Corp. The study reveals that an overwhelming majority (89%) of consumers are influenced by the reputations of companies that compete for their dollars. Furthermore, the impact of corporate image on consumer-choice decisions has increased over the last three years.

The study found that consumers believe companies that demonstrate a concern for society in general are likely to have a sincere concern about their customers' needs. Four out of five (80%) agree with the statement: "Companies that contribute to their communities or other charities are more likely to be concerned with satisfying their customers than are companies that don't make charitable contributions."
These findings are consistent with those of two previous studies conducted by ORC. As part of its 1987 "Corporate Reputations Today" research program, ORC found that the public tends to   have greater admiration for companies that have a "good neighbor" reputation. Caring about the community, the environment and employees, and dealing fairly with consumers are assigned a comparatively higher degree of importance by consumers than are many other corporate attributes.

An August 1986 precursor to the current study showed that 81% of the public felt that corporate image has a decisive impact on purchase behavior. In the nearly three years since, the proportion of the public who assign such a powerful level of influence to corporate reputations has increased significantly, from 81% to 89%.


71% of consumers in 1989 agree that "the more (they) know about a company, the more favorable (they) feel toward it." A similar proportion (68%) reported this in 1986.

The interaction between corporate and product image is a two-way street, according to consumers. While a company's strong and familiar reputation for social concern can help sell its products, the quality of a company's products is prominent in determining the company's image.

To 61% of consumers, one of the most important factors contributing to their favorable image of a company is their experience with the company's products. As many as four out of five (81%) name product experience as either the most or second-most important factor in their image of the company.
Although perceived product quality is a key determinant, traditional public relations activities also play an important role. Another important source (of five measured) for the public's favorable opinions of a particular company is published articles--cited by 39% as either the most or next-most important source. A sizable proportion of the public (25%) form favorable impressions about a company based on information that they see in the company's advertising. Similarly, one-fourth of consumers (24%) base their favorable impressions on information they see in television programs about the company.

Also not to be ignored are a company's employees—an often underutilized resource for companies seeking to build a favorable public image. One consumer in three (32%) mentions knowing employees at a company as one of the two most important factors that shaped their favorable opinion of a corporation they especially like.

Grocery shopping habits

According to a recent Maritz AmeriPoll, 92% of men shop at least once a month. In fact, the majority (54%) say they shop 3-6 times per month. Just 3% of men never shop at a grocery store.

96% of women shop at a grocery store at least once a month—57% of them do so 3-6 times monthly. A full 20% of women make nine or more trips monthly, compared to 15% of men visiting that often. When it comes to using a grocery shopping list, many Americans are lax. Only 36% of shoppers always use a list; 41% sometimes use one; and almost one-quarter (23%) never use a shopping list.

Women claim they use a list more often than men. 41% say they always use a shopping list—ten percentage points greater than men who always use a list (31%). 20% of women never use a list, compared to 26% of men.

Overall, the survey showed the top three criteria for choosing where to shop for groceries are: prices (37%), location (33%), and selection (14%). However, men and women differed in ranking these criteria. Women tended to select grocery stores on prices offered (40%) rather than location (32%). Men gave equal importance to both prices (35%) and location (35%).

The survey also found that for many people, coupons are an important factor in deciding which products to buy. Of all shoppers, 51% rated them extremely or somewhat important. However, 35% said coupons were somewhat or extremely unimportant. Women assigned greater importance to coupons than men. 57% rated them extremely or somewhat important in deciding which products to buy. A whopping 42% of men considered coupons somewhat or extremely unimportant.