Life events impact Purchase Behaviors.
October 13, 2006
Life events such as having a baby, getting married or divorced and retiring can have an impact on consumers’ purchasing behavior according to BIGresearch’s latest Simultaneous Media Survey (SIMM VIII) of over 15,000 consumers 18 years or older. Understanding the behavior shift, plus the media that these consumers say influence their purchases, can be a key element for increased marketing ROI.
“Life events are transitions which lead to reconfiguring one’s environment. Transitions heighten the level of media consumption and disposition to buy for the purpose of stabilizing the change. Now we can look at the life changes and media synergies which influence their disposition to buy within specific categories during their most receptive time,” said Joe Pilotta, VP of Research for BIGresearch.
The survey also found that media influence on product purchasing is extremely high for those consumers across all major product areas. When it comes to which media influence consumers anticipating a life event, it all depends on the event, with the exception of good old word of mouth.
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