Impulse or spur-of-the-moment CPG purchases are influenced chiefly by discounted prices and trusted brand names, according to a US survey conducted by Knowledge Networks in association with Advertising Age. Relatively few claim to be influenced by in-store TV advertising and scarcely anyone by celebrity endorsement.
Six per cent of respondents purchase a product or brand on the spur of the moment 'every time they shop', 24% 'Frequently / on almost every shopping trip', 63% 'once in a while' and 6% 'never'. Percentages are fairly similar among men and women.
Asked to choose the single factor most likely to influence such a purchase, more than half (53%) cited a sale or discount. 11% chose 'a brand name I trust', 8% having a coupon and 6% a recommendation from friend or family.
Respondents were also asked which of five common packaging tactics was most effective at inspiring spontaneous purchases. The majority (61%) chose 'providing extra product for free'; featuring product benefits on the package came second with 20%. Only one of 547 respondents admitted to being influenced by a celebrity picture or endorsement.
Only 23% have noticed TV sets with advertising in the store where they do most of their grocery shopping, but less than 6% of respondents have been influenced by them in their purchase decisions. Similarly, advertising projected or attached to the floor of stores has been noticed by 21% but has influenced the purchases of just 3%.
The packaged good shoppers are most likely to purchase 'on the spur of the moment' are: | ||
Item | % | |
Food (non-frozen) | 22 | |
Beverages | 21 | |
Food (frozen) | 15 | |
Personal care products | 13 | |
Cleaning products | 9 | |
Paper products | 7 | |
Over-the-counter medications | 4 | |
Other | 10 | |
The study was conducted on Knowledge Networks' nationwide panel, in conjunction with Advertising Age's special February 9th section on in-store marketing of consumer packaged goods (CPG). The 547 respondents do all or most of the grocery shopping in their households.
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
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