Price is Nice

As part of a feature story on packaging trends in its May 5 issue, Advertising Age surveyed 966 consumers about their packaged-goods brand purchasing habits.Conducted by Knowledge Networks, Menlo Park, CA, the study found that nearly all shoppers make at least the occasional brand decision in-store:Proportion of brand purchases planned in advance: All/nearly all 9% Some/less than half 18% Very few/none 20% About half 24% Most 28% Results show that men are much more likely to make last-minute brand decisions (46% say they plan less than half of their brand choices, vs. 31% of women), and large households are more likely than small households (26% vs. 16%) to plan few or none of their choices.Asked which product categories they're "most likely to plan," personal care was the clear-cut favorite (41%, including 48% of women), followed by beverages (27%, including 34% of men), food (22%) and cleaners (8%).Asked what factor was "most likely" to influence their "spur of the moment" purchase decisions, respondents overwhelmingly selected price offers, followed by recommendations and word of mouth: Special price/offer 46% Familiar with brand/manufacturer 36% Recommendation/Word of mouth 6% Ability to buy large quantities 5% Time-saving features 3% Advertising 1% Placement on shelves/displays 1% Attractive Packaging 1% Recylable Packaging 1% Frequent-shopper programs were cited as the medium through which shoppers obtain packaged-goods discounts, with 41% identifying them. Coupons from newspapers and magazines was second at 29%, followed by "other non-coupon offers at 13%.Asked which types of advertising was most likely to affect the brand purchase decision, respondents overwhelmingly cited TV: Television 64% Newspapers 19% Magazines 8% Radio 3% Billboards/Bus and Subway Ads 3% Internet 2% It's important to note that such in-store media as displays, coupons, and packaging were not offered as advertising "types."

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