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For Immediate Release September 14, 2005
Contact: Cristi Allen
callen@decisionanalyst.com
Phone: 817-640-6166
Consumers Say In-Store Information Most Influences Decisions
On Clothing Purchases, According to Decision Analyst Study
Arlington, Texas - In-store print or point-of-purchase information influences
final decisions on clothing purchases more than any other form of promotion,
according to a recent study by Decision Analyst, a leading international
marketing research and marketing consulting firm.
In a recent major study of consumer attitudes and buying habits, participants
were asked to identify the types of information or advertising that most
influenced their final decisions regarding clothing purchases. Leading the list
was in-store print or point-of-purchase information, cited by 52.6% of
respondents as having the greatest influence. Print advertising, cited as the
top influencer by 23.9% of respondents, was second on the list, and "word of
mouth'' was third, with 15.8% of respondents.
Despite the regular promotion of clothing on television, only 14.1% of
respondents said TV ads drive their clothing purchases. Even less influential
in the decision-making process are Internet advertising, cited by 10.4% of
respondents as the top influencer; direct mail advertising, considered the top
influencer by 8.4% of respondents; and radio commercials, cited by 1.8% of
respondents as the leading motivator for their clothing purchases.
Decision Analyst's in-depth study of consumer habits and attitudes
was conducted March 15, 2005, through March 21, 2005, by means of the company's
American Consumer Opinion® Online Panel, one of the world's largest Internet
consumer opinion panels. It has more than 5 million participants around the
world. The study's margin of error is plus or minus 4 percent.
About Decision Analyst
Decision Analyst (www.decisionanalyst.com) is a leading marketing research and
marketing consulting firm specializing in advertising testing, strategy
research, new product development, and advanced modeling for marketing decision
optimization. The firm delivers competitive advantage to clients throughout the
world in the consumer packaged goods, telecommunications, retail, high
technology, medical and pharmaceutical, utilities, and e-commerce industries.
Decision Analyst operates American Consumer Opinion® Online, one of the
world’s largest Internet consumer opinion panels, with more than 5
million participants.
For additional information contact:
Cristi Allen
Publicity
Email: callen@decisionanalyst.com
Phone: 1.800.ANALYSIS (262.5974)
Address: 604 Avenue H East
Arlington, TX 76011
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