Brand loyalty in the marine marketplace

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Based on search data and consumer survey results, boaters are more concerned with features and prices than specific brands.

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According to a recent Boat Trader survey, 42 percent of boaters have owned two to three different boat brands. Furthermore, 19 percent said they have owned more than five different brands in their lifetime. This aversion to brand loyalty is reinforced in the August data that showed BoatTrader.com users performed more than 7.7 million searches for more than 250 different boat brands. The most popular of those brands searched included Sea Ray, Bayliner, MasterCraft, Boston Whaler and Baja.

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