Majority of Purchase Decisions are Made In Store - Tire Review Magazine

Majority of Purchase Decisions are Made In Store

Point of Purchase Advertising International’s recent 2014 Mass Merchant Study found that 82% of purchase decisions are made in the store.
According to study organizers, this finding is further backed up by the study’s finding that 34% of mass merchant shoppers do not make any kind of shopping list and 62% of shoppers report no use of media from mail, newspapers, circulars, coupons, TV ads or electronic sources.
“The eye tracking part – conducted by Eye Faster – of the recent POPAI study found that 16% of unplanned purchases were driven by a display the shopper saw in the shopping process,” said Kirk Hendrickson, founder and CEO Eye Faster.
POPAI, with the help of Eye Faster, Shopper Sense, and SmartRevenue, sampled almost 3,000 U.S. mass merchant shoppers in three major mass merchant retail chains. The results from pre-/post- interviews and eye-tracking videos show a great difference between shoppers in the mass merchant channel and the grocery shoppers in the 2012 Shopper Engagement Study.

 

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