WOM and Print Ads Sway Purchase of Electronics & Apparel
Consumer Attitudes
December 7, 2009 – According to a Retail Advertising and Marketing Association survey conducted by BIGresearch, a consumer intelligence firm, word of mouth remains the biggest influence in people’s electronics (43.7%) and apparel (33.6%) purchases. The survey finds that advertising inserts, articles and in-store promotions also sway buying decisions.
When it comes to apparel purchases, shoppers surveyed say in-store promotions (31.8%) are nearly as important as word of mouth. Coupons (31.2%) were ranked near the top of the list. Shoppers also said that advertising inserts (28%), direct mail (24.2%) and email advertising (22.4%) were more influential than television ads (21.8%).
Second to word of mouth when it comes to buying electronics, more than one-third (33.9%) of consumers say articles written about the product influence their decision. Advertising inserts (26.0%), in-store promotions (25.9%) and coupons (22.8%) also sway shoppers’ electronic purchases. Only 4.7% of shoppers say they are influenced by blogs and 5.1 % say online video game advertisements are a factor in their final purchase decision.
About: BIGresearch surveyed 22,624 US adults. The survey was conducted April 29-June 18, 2009.
