Discounts, Brand Trust Are Most Effective @ Driving Spontaneous CPG Purchase.
January 17, 2004
When primary grocery shoppers decide spontaneously to purchase a CPG product, discounted prices and trusted brand names are the factors most likely to influence their choices; that is among the findings of a new Advertising Age /Knowledge Networks survey.
The study was conducted on the nationwide Knowledge Networks panel — the only online consumer panel based on a projectable statistical sample — in conjunction with Advertising Age’s special February 9th section on in-store marketing of consumer packaged goods (CPG). Respondents do all or most of the grocery shopping in their households.
When asked to choose a single factor most likely to influence a spur-of-the-moment CPG purchase, 53% cited a sale or discount, while 11% chose “a brand name I trust.” Having a coupon was selected by 8%, and a recommendation from a friend or family member by 6%.
Among five common packaging tactics, providing extra product for “free” was reported to be most effective (61%) at inspiring spontaneous purchases, followed by featuring product benefits on the package (20%). Use of a celebrity picture or endorsement was chosen by 0% of respondents.
To view results CLICK below:
http://www.knowledgenetworks.com/info/press/releases/2004/0104_AdAge_CPG_(final-weighted).xls
