Competitive pricing and promotions hold the most sway over shoppers, and pricing is becoming an ever-more significant factor, according to a pair of studies released in June 2012. Results from a RIS News and Cognizant survey [download page] indicate that price is the most significant factor affecting both online and in-store purchase decisions for US and Canadian shoppers. And data from a Parago shopping behavior study [pdf] reveals that as 70% of American consumers have grown more sensitive to price in the last year, virtually all (98%) say they shop in locations that consistently offer the best prices at least some of the time, and 96% also say they shop where there are the best deals on the items they need at the moment. Read the rest at Marketing Charts.
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