MutualFundWire.com
The insiders' edge for 40 Act industry executives!
an InvestmentWires' Publication
an InvestmentWires' Publication
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MutualFundWire.com
The insiders' edge for 40 Act industry executives!
an InvestmentWires' Publication |
|
Monday, May 24, 2004 The Affluent Want More, Survey Reveals Brand building and leveraging a market niche are critical for financial providers to the affluent, according to a recent survey of more than 3,000 affluent households. The top ten providers, in order of popularity, and respondent satisfaction with the firm were:
31.8 percent of surveyed households use the top five firms, 46.8 percent use the top ten firms. "The data suggests that these firms have succeeded, in part, by focusing their resources on a very specific market or value proposition," said David M. Thompson, vice president of the Affluent Practice at Phoenix Marketing, the firm that produced the report. Despite the lackluster satisfaction levels, the top ten providers, on average, hold 72 percent of surveyed customers' assets. Thompson described the discrepancy between satisfaction and provider use as "a testament to the power of great marketing and brand building.” The marketing firm conducted online interviews of 3,955 U.S. households with at least $250,000 in investable assets, or $150,000 in annual income in July, September and December of last year. The report, titled the "Affluent Marketing Service Benchmark Report", was released last Thursday. Printed from: MFWire.com/story.asp?s=7257 Copyright 2004, InvestmentWires, Inc. All Rights Reserved | ||||||||||||||||||||||||