95% of purchasing is on autopilot

HABITS ARE A SIGNIFICANT INFLUENCER NOT WELL RECOGNISED BY MARKETERS A study in the USA found firstly that around 95% of purchase decisions were made on the basis of habit. Perhaps more surprising in this study was the finding that only 9% of marketers appreciated this fact. (http://www.cmo.com/articles/2014/4/3/marketers_need_to_ma.html) This study further found that the failure […]

HABITS ARE A SIGNIFICANT INFLUENCER NOT WELL RECOGNISED BY MARKETERS A study in the USA found firstly that around 95% of purchase decisions were made on the basis of habit. Perhaps more surprising in this study was the finding that only 9% of marketers appreciated this fact. (http://www.cmo.com/articles/2014/4/3/marketers_need_to_ma.html) This study further found that the failure to understand the extent of and impact of habit on purchase behaviour may be a major factor in explaining the poor return on investment in many marketing campaigns. In putting campaigns together marketers fail to appreciate the extent to which habit and not external factors – such as advertising – will determine purchase behaviour. Among the interesting quotes in the article arising from this study are the following: More than 85% of respondents realise that the majority of factors and cues driving decision making are subconscious. When we ask their rationale, consumers just articulate whatever…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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