Research Shows In-Store Decisions Increasing

Sixty-six percent. It has been a mantra for the point-of-purchase advertising industry for a decade. Since 1986, when a Consumer Buying Habits Study sponsored by the Point-of-Purchase Advertising Institute declared that 66 percent of all brand buying decisions are made in the store, that number has been quoted, misquoted and used as primary evidence that P-O-P is an essential tool to increase sales.A 1995 study from POPAI claims that the in-store buying decision rate -- the decision to choose one brand over another -- has actually increased to 70 percent at supermarkets and is an astounding 74 percent among shoppers at mass merchants.POPAI's 1995 Consumer Buying Habits Study, conducted by Meyers Research Center, New York, interviewed 4,200 shoppers. The shoppers were surveyed just before entering the store and again immediately upon exiting. The shoppers' register tapes were also examined. To analyze how often point-of-purchase materials influenced buying decisions, daily store audits were conducted to determine what P-O-P pieces were in place that could affect shoppers."Tremendous opportunities exist to influence consumers at the point at which they make a purchase," states Gerald Meyers, president of Meyers Research Center. "Nearly three out of four purchase decisions at supermarkets and in mass merchandise stores are made or finalized in the store. The POPAI study tell us that the majority are unplanned purchases."According to the study, 42 percent of all supermarket brand purchases were made when one or more P-O-P pieces were present for the particular brand. In mass merchants, 35 percent of all brand purchases were made when P-O-P for that brand was present.A total of 22 supermarket chains participated in the 1995 study, including A&P, ACME, Dominick's, Finast, Kroger and Winn-Dixie. Mass merchants who participated in the 1995 survey included Kmart, Wal-Mart and Bradlees.According to the survey, the in-store decision rates for some products, especially non-essential goods, exceed 90 percent. In supermarkets, the in-store decision rate for first aid products and toys showed the highest rankings at 93 percent. In mass merchants, the in-store decision rate for apparel accessories was the highest at 92 percent.Other findings of the survey show the difference between men and women on their shopping trips. Women, according to the survey, spend 15 percent more at supermarkets and 20 percent more at mass merchants than do their male counterparts. Maybe that is due to the amount of time they spend in the store. Men spend 9 percent less time in supermarkets than women (49.9 minutes vs. 54.6 minutes) and 25 percent less time in mass merchants (40.1 minutes vs. 53.8 minutes). The 1995 study also notes that the in-store decision rate among women is higher than that for men.The 15-volume study has been delivered to its 1995 sponsors, who include Coors Brewing Co., Frito-Lay Inc., Nabisco Biscuit Co., 3M, Coca-Cola USA, Nintendo of America and others. For details on sponsorship and other information regarding the 1995 Consumer Buying Habits Study, contact POPAI at (201) 816-6115.

Research Shows In-Store Decisions Increasing

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