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Celebrities Fail to Get Products Out of Here
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.
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'...
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