More than two-thirds of packaged goods shoppers make purchase decisions within the store, where they are influenced by a variety of marketing vehicles, according to a comprehensive research study conducted by OgilvyAction, New York.
Based on approximately 6,800 shopper intercepts conducted across six retail channels in the U.S. in February-March 2008, the study found that 72.4% of shoppers make in-store purchase decisions at the category, brand or quantity level.