A new global study by Ogilvy Action
indicates that 39.4% of US· shoppers wait until they're in the store to
decide what brand to buy; about 10% change their minds about brands in
the store; 29% buy from categories they didn't intend to buy from; and
almost 20% leave a product they'd planned to buy on the shelf. In all,
the study found 72.4% of shoppers make one of four major purchase
decisions in the store – but not across all of their purchases.
The two factors cited most by shoppers in the study as influencing impulse decisions in-store were sampling and product display, ranking ahead of price, even in this time of grocery price inflation.
The new study up-dates and adds detail to the oft-cited (and often unattributed) statistic that shoppers make 70% of brand decisions in-store (1995 study for the Point of Purchase Advertising Institute by Meyers Research Center in the USA).
Written by Sarah Dorey
