Value of Belonging

Consumers think highly of chamber members--why belonging increases your bottomline

A national study 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. For example:

When consumers know that a business is a member of the local chamber:

• They are 44% more likely to think favorably about it.
• Consumers who are told that a 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 of commerce.

The study, the Schapiro report, 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 favorably 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. View complete study here.