Retail

Polyethylene and Polymers Brand Perception Study

In a rapidly evolving market, understanding the perceptions of decision-makers and influencers in the polyethylene and polymers industry is crucial for any company looking to strengthen its market position. We successfully completed a Polyethylene and Polymers Brand Perception Study, aimed at evaluating the awareness, familiarity, and perceptions of brands in key markets within the polyethylene sector.

The study targeted business decision-makers responsible for the purchase and selection of polyethylene products across a variety of industries such as packaging, e-commerce, food packaging, and more. The survey, conducted with 1000 respondents across the United States and Canada, provided valuable insights into how brands are viewed in relation to their product offerings, helping businesses refine their marketing and product strategies.

Objective

The main objective of the study was to assess the brand perception and equity of key players in the polyethylene and polymers industry. Specifically, we aimed to:

Approach

The study utilized a comprehensive quantitative survey method, focusing on decision-makers involved in purchasing polyethylene and polymers. The approach was designed to provide a balanced view of brand perception through profiling questions, product-specific evaluations, and insights into future growth potential.

Profiling & Screening: We used a series of questions to ensure participants met the criteria of being key decision-makers or influencers in the polyethylene sector, including the type of product category they are involved with, company size, and their decision-making role.
Brand Perception Questions: Participants were asked about their awareness and familiarity with key brands, their experiences with those brands, and their perceptions of attributes such as quality, value, innovation, and sustainability.
Category Drivers and Brand Fit: The study also explored category drivers and how well each brand was perceived in terms of meeting the needs of the market, especially in areas like innovation, sustainability, and product quality.
Future Potential Assessment: Participants were tasked with evaluating the future growth potential of brands based on their ability to lead the market in recycled content innovations and sustainable production practices.

Methodology

The study was conducted online, using an online survey platform and recruited via professional sample providers to ensure a diverse and unbiased sample of decision-makers across the polyethylene and polymers market.

Section 1: Screener:
Participants were profiled based on their country (US/Canada), industry, role, and company size to ensure they met the criteria for the study.

Section 2: Brand Fundamentals:
Respondents were asked both unaided and aided brand awareness questions, evaluating how familiar they were with key brands in the market.

Section 3: Brand Equity:
Key questions focused on participants' regard for brands, their relevance in the market, differentiation, and overall appeal.

Section 4: Brand Attributes & Category Drivers:
Participants were asked to provide spontaneous and associative responses related to brands, along with which attributes they associated with those brands.

Section 5: Future State:
This section measured the future potential of brands based on their innovations and commitment to sustainability, including an investment game where respondents allocated a hypothetical $1,000 to brands they felt would grow.

Target Audience

The study surveyed 1000 business decision-makers responsible for purchasing or influencing the selection of polyethylene products. The respondents were drawn from industries such as:

Biaxial Shrink
Caps and Closures
Drums and IBCs
E-commerce
Flexible Food Packaging
Heavy Duty Sack
Household Bags and Wrap
Oriented PE Films
Recycled Polyethylene
Rotomolding
Stretch Film
Trash and Liner

These decision-makers were responsible for product selection in their companies, including senior roles in procurement, packaging, manufacturing, and supply chain.

Impact

Brand Awareness and Familiarity: The survey provided valuable data on the most recognized and trusted brands in the industry. This information allowed brands to assess their current market presence and identify opportunities to enhance their visibility and engagement with decision-makers.
Brand Differentiation: By evaluating key attributes such as quality, innovation, and sustainability, the study highlighted areas where brands were perceived as distinct from competitors and areas where improvements could be made to meet market demands.
Sustainability Leadership: The study revealed that sustainability and recycled polyethylene content are becoming increasingly important to decision-makers, with brands that prioritize these aspects gaining a competitive edge. Insights from the "Future Potential" section helped brands understand where they need to invest for long-term growth.
Actionable Strategy: With clear data on brand perceptions, category drivers, and future potential, companies were able to refine their marketing and product strategies. The information provided actionable recommendations on how brands could better position themselves in the market and capitalize on trends such as the growing demand for recycled content and sustainable production methods.