Nearly one in two people say they have bought products from companies that were promoted on merchandise kept in their car, according to a new survey.

The most popular promotional item kept in their cars was a pen, retained by 11 per cent of respondents, followed by an umbrella, an ice scraper and a map or road atlas.

Nearly 95 per cent of respondents believed that branded promotional items increased a brand’s awareness and almost two-thirds could name a brand or organisation featured on the merchandise in their car.

The survey was carried out by P&MM Source-e, the sourcing arm of marketing company P&MM, and supports findings from previous research into what promotional items people kept on their desks and in their bags and briefcases.

David Lebond, executive director of P&MM Source-e and chairman of the British Promotional Merchandise Association (BPMA), said: “This latest survey has re-affirmed the positive link between promotional merchandise, branding and sales that has been shown in the previous two surveys.

“Promotional merchandise has a strong and direct influence on brand awareness and purchasing behaviour and is increasingly being regarded as an intrinsic element of the marketing mix.”

Pictured: The latest catalogue from BPMA member The Umbrella Company