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Celebrities Fail to Get Products Out of Here | February 10 2004 |
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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 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. Editor's note to any non-UK residents baffled by the title - you may consider yourselves fortunate to be unaware of the current hit 'reality' TV show 'I'm A Celebrity, Get Me Out Of Here'... Simple printable version of this article. Email this article to a friend.
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