“Brands More Influential Than Price In Spurring Purchases: Study”
In the November 4, 2009 online issue of Progressive Grocer, Booz & Company Partner Matthew Egol (North America) said even with shoppers increasingly basing purchase decisions on factors other than price, manufacturers have yet to take advantage of the trend. “Most Consumer Packaged Goods (CPG) manufacturers have not yet aligned shopper marketing initiatives with other marketing capabilities that influence shoppers along the entire path to purchase, such as trade promotions, relationship marketing and brand advertising,” Egol said. “The lack of alignment leads to disconnected marketing messages, wasted spending, and missed opportunities to drive purchase.” Egol’s comments were in support of the study, “Shopper Marketing 3.0: Unleashing the Next Wave of Value,” which analyzes survey data collected from 3,600 shoppers across the food and beverage, household products, and health and beauty categories, and encompassing various retail formats. The Grocery Manufacturers Association, Booz & Company and the online consumer community, SheSpeaks, partnered on the study.