79% of back-to-school shoppers will look at an item’s value when deciding whether or not to purchase it, according to July 2012 survey results from The NPD Group. This is the top factor driving their purchase decisions, though it is down from 82% last year. 56% say they will buy an item because it is required, up from 45% last year.
The NPD Group survey shows that children will also be an influence in shopping decisions this year, with 28% of respondents expecting to buy an item because their child wanted it, up from 22% last year. Friends, though, will influence only 2% of respondents to make a purchase. Read the rest at MarketingCharts.