Noteworthy is the fact that market research firm NPD Group found that most consumers it surveyed planned no change in their purchasing behavior based on the recent Tiger news. Indeed, a mere 5% of consumers surveyed by NPD said that they planned to cut back or eliminate any purchases of products Woods endorses.
NPD said that the majority of those planning to cut back came from the 55-plus age group. It added that, in an interesting twist, 2% of consumers that had purchased a Tiger Woods-endorsed product stated that they planned to actually buy more. These respondents came primarily from the younger consumer demographic.
Wood's endorsement deals with Nike, Gillette, Accenture, AT&T and
(AXP) once amounted to $100 million a year, according to
How will the Tiger Woods "transgressions" affect Nike and Nike Golf?
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