Study: Chamber membership fosters customer patronage

A survey of 2,000 adults, conducted by Atlanta-based The Schapiro Group, found chamber members are perceived positively in areas such as overall favorability, consumer awareness and reputation, and likelihood of future patronage.

When respondents were told a small business was a member of its local chamber, they were 44 percent more likely to rate it favorably compared to respondents who were not told of a chamber affiliation, according to the study.

Respondents also were 63 percent more likely to want to purchase goods or services from a chamber-member business.

Respondents also had positive views of big businesses that are members of a local chamber.

When consumers believed a restaurant chain was a local chamber member, they were 40 percent more likely to eat there, and when they believed a major automobile manufacturer was a member, they were 9 percent more likely to buy from that maker.

“The results indicate that the impact of a local chamber membership on small businesses is more consistent and more powerful than for large, national corporations,” the report states.

“However, consumers need to be aware that the small business is involved with its local chamber in order for the benefits to emerge.”

This story originally appeared in SBJ’s Aug. 15 free e-news Daily Update. Click here to register.[[In-content Ad]]