"Zero money down" gives T-Mobile boost
by Ted Marzilli in BrandIndex News and Consumer
Fri January 18, 2013 9:06 a.m. PST
T-Mobile may want to come up with more promotions like its late December “zero money down” offer. The campaign seems to have resonated with consumers as the brand’s Value and Purchase Consideration scores rose above those of its wireless rivals.
Value scores for the brand turned up on December 19th, and increased 23 points from -12 to 11 before settling back down just after the first of the year.
The amount of consumers considering purchasing T-Mobile also surged past an index of rivals AT&T, Verizon Wireless and Sprint for 10 straight days during “zero money down” but went back down below them since the promotion ended December 31st.
The news on January 8th that T-Mobile was doing away with annual contracts on its unlimited data plans also gave it a sizable bump, but not enough to surpass the competitors again.
T-Mobile, AT&T, Verizon Wireless and Sprint were measured with YouGov BrandIndex’s Value and Purchase Consideration scores, which ask respondents: “Does the brand provide good value for money’ and "When you are in the market next to purchase this product or service, from which of the following would you consider purchasing?" respectively.
Purchase Consideration: T-Mobile v Verizon, Sprint, AT&T
Value: T-Mobile v Verizon, Sprint, AT&T