Consumers still look first to their friends and family for advice regarding their purchase decisions, finds a WSL/Strategic Retail survey. 69% of respondents said that family and friends help them choose what to buy, up 13% from 61% last year. Next on the list, manufacturer and retailer websites, each used by 55% of respondents. The study notes that retailer websites are a growing influence on consumers, having played second fiddle to manufacturer websites in prior surveys.
Traditional media such as TV and magazines are an information source for 42%, ahead of sales associates and e-mail messages from manufacturers and retailers, each at 32%. It’s interesting to note that traditional media ranks behind online source as an information source. While that may be the case, several studies point to TV advertising in particular as most effective in influencing consumer purchase decisions. Read the rest at MarketingCharts.
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