Influences to purchase q1 2013

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Information about Influences to purchase q1 2013
Business & Mgmt

Published on May 21, 2013

Author: thebps



What influenes consumers choice of brand or retailer.

©DataTalk Research Ltd April 2013Real Friends and Family over twenty times more influential than Social Media FriendsThat is just one of the findings from the yearlong study into what influences people’s choice of brand orretailer when making a buying decision.The British Consumer Index constantly monitors a wide range of ‘Influences to Purchase’ as part of itscontinuous tracking of the population. The latest publication of the data (Q1 2013) shows that morepeople are influences by their family and friends than anything else closely followed by good experience inthe past.Looking at the population as a whole influences fall into three broad categories in terms of the number ofpeople who are affected by them in their decision making.Ranking of number of people whose choice of product, brand, shop or website when considering making apurchase is influenced by:Advice from Friends and FamilyPast Experience of Brand or RetailerIn Store Sales DiscountsOffers or Vouchers through the DoorPrice Comparison WebsitesSeen on TVEmail Offers VouchersOn Line Customer ReviewsMagazine Newspaper ReviewsInternet Offers (e.g., Person AdviceOn Pack PromotionsProfessional AdvisorNewspaper Offers or VouchersOffers by PostLeaflets while ShoppingRecommendations on Social Networks (Facebook, Twitter etc)CompetitionsBrands on Facebook Twitter etcMobile Phone Offers while ShoppingCelebrity EndorsementPrize DrawsKey;High (over 40%) Medium Low (10% or less)

©DataTalk Research Ltd April 2013The ranking throws up some interesting points: Word of mouth and brand experience are still by far the most important influences. The implicationbeing that organisations that get their quality, value and customer service right are more likely tosucceed. Offers and discounts are far more important than endorsements, competitions and ‘buzz’. Leaflets through the door are far more influential than those handed out while shopping. Mobile is still very much in it’s infancy On and offline reviews both matter. TV is still important ‘Real World’ friends and family carry a lot more weight than ‘virtual’ friends.Commenting on the figures Steve Abbott, Director; The British Consumer Index said; “These figures throwup some interesting dilemmas for marketers. The consumer landscape is, as we all know, changing rapidlyto a more digital environment. The problem is that many in the marketing industry are far more advancedin their engagement with the digital world than the population in general. This data provides a ‘realitycheck’ which can help bring a better balance to the weighting of marketing spend.”Notes:The British Consumer Index is a continuous tracking study of the population. These figures are based on a populationrepresentative sample of 13,107 face to face in home interviews (aged 15+).The British Consumer Index also covers communication channel preference, likelihood to purchase and financial optimism setagainst other factors such as Internet access and use and 11 segmentation models from; Acorn, Cameo, Censation, Mosaic,Personicx, P2and OAC.The full data for this report is available for purchase as an Excel Pivot table from more details contact:Steve AbbottT; 0203 286 1981E;; steveathebps

©DataTalk Research Ltd April 2013

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