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Amazon Takes Perception Hit But Barely Impacts Consideration

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Mon, 24/08/2015 - 22:18
Ted Marzilli
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Amazon’s Teflon-like perception track record has experienced a large setback caused by the recent NY Times’ workplace exposé. Previous issues with the company didn't inflict as much damage over the past two years. However, data shows it apparently won’t stop consumers from buying from the Internet mega-retailer either.

Since the August 15th examination of Amazon’s competitive employee culture, its perception – as measured by YouGov BrandIndex’s Buzz score -- dropped 60% to its lowest point since the end of last October, when Brad Stone’s book about the company, “The Everything Store,” was published.

Yet, the percentage of consumers who would consider buying from Amazon the next time they want to buy from a retail store has dropped a mere two percentage points since the Times article was published, from 72% to 70% - inside the margin of error, making it not statistically meaningful.

Amazon was the best perceived brand of both 2014 and 2013, according to YouGov BrandIndex data, despite having weathered controversies such as its war with the publisher Hachette, and employee lawsuits over warehouse conditions.

YouGov BrandIndex' s Buzz score asks respondents, "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" Buzz score can range from 100 to -100 with a zero score equaling a neutral position.

The last time Amazon dipped below its current Buzz score of 23 was back in July 2013, when they announced they were scaling back on free delivery and reached a 22 score.

Buzz: Amazon
Buzz: Amazon
Purchase Consideration: Amazon
Purchase Consideration: Amazon
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