The Buying Process

This is one of the reasons I believe Radio is better than T.V. for food advertising. The last mass media a shopper is likely to hear will be the radio on their way to the store, not the television sitting back at home:

Global Shopper Study Says 30% Choose a Brand In the Store

30 percent of shoppers around the world wait until they're actually in the store to decide which brand they'll buy, according to a new global study released by the Ogilvy Group.

The study was based on more than 14,000 shopper interviews conducted in 700 retail outlets across 24 markets worldwide, said Ogilvy. It spanned five retail channels across six product categories, to examine how shopper decisions differ across channels, product categories, and brands; and also how those decisions vary by nation and shopper profile.

Ogilvy Group said its report, "Shopper Decisions Made In-Store," goes beyond the old statistic that 70 percent of purchase decisions are made in store. It findings include:
--One in 10 shoppers change their minds in the store and buy a different brand than the one they had planned to purchase.
--Almost 20 percent of shoppers will buy from categories they had no intention of buying from before entering the store.
--In the United States, almost one in five shoppers leaves a product they planned to buy on the shelf and walk away empty-handed, representing tens of millions of dollars in new purchases up for grabs by marketers.

"We all know the point of sale is the ultimate moment of truth for brands today," noted Rick Roth, global c.e.o. of OgilvyAction, Ogilvy Group's global activation services company. "Getting it right and improving ROI is something that keeps many of us awake at night. Our clients need to know what's driving shopper decisions, and we are committed to helping them win where it matters most."

Ogilvy Group said the findings from the study enable OgilvyAction to develop specific shopper insights for marketers.

The study is endorsed by Harvard Business School Professor John Quelch and the In-Store Marketing Institute, it added.

New York-based Ogilvy is part of the WPP Group, one of the world's largest communications services organizations.

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