Membership Makes Cents
National Study of Chambers of Commerce
A national study by The Schapiro Group, an Atlanta-based market research firm, reveals a number of important findings about how consumers and business owners perceive the local chamber of commerce and the businesses that are their members.
- When consumers know that a business is a member of the local chamber, they are 44% more likely to think favorable about it.
- Consumers who are told that business is a chamber member are 51% more likely to be highly aware of it and 57% more likely to think positively of its local reputation.
- Consumers are 63% more likely to buy goods and services in the future from a company that they believe is a member of the local chamber.
The study also has good news for businesses that sell to other businesses.
- When business decision-makers believe that a business is a chamber member, they are 37% more likely to think favorable of the business, 51% more likely to be highly aware of it, 58% more likely to think positively of its local reputation, and 59% more likely to buy goods and services from it.
Supporting the previous findings, the study also reveals a positive perception for the local chamber itself.
- Regarding the chamber's impact on the local economy, 82% of respondents believe that the local chamber of commerce helps create jobs and promotes local economic development.
The results of the Schapiro study are clear: Positive perception increases among consumers and business owners when a business is identified as a member of the local chamber of commerce.
This study was sponsored by IBM, Administaff, Jim Blasingame and askjim.biz in cooperation with American Chamber of Commerce Executives. The study was conducted by The Schapiro Group and coordinated by Market Street Services.