Rush Those Reindeer

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'Tis the season for holiday shopping-and the mad scramble to mail presents to long-distance friends and family. Who delivers the goods? New York City-based Brand Keys interviewed 500 consumers of express-parcel services nationwide to determine the attitudinal and behavioral factors that influence purchases within the category. Out of several dozen product attributes, Brand Keys identified four key drivers and scored them on an index of 100. All four drivers scored less than 100, suggesting that consumers either take express-parcel services for granted, or have low expectations in the category. The survey participants-100 per brand-then rated their service of choice against these top attributes. According to Brand Keys, nearly all of the players in the market do a good job of meeting customers' expectations. Some, however, just do it a little bit better than others.

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