Consumers Say In-Store Information Most Influences Decisions On Clothing Purchases, According to Decision Analyst Study

Arlington, Texas – In-store print or point-of-purchase information influences final decisions on clothing purchases more than any other form of promotion, according to a recent study by Decision Analyst, a leading international marketing research and marketing consulting firm.

In a recent major study of consumer attitudes and buying habits, participants were asked to identify the types of information or advertising that most influenced their final decisions regarding clothing purchases. Leading the list was in-store print or point-of-purchase information, cited by 52.6% of respondents as having the greatest influence. Print advertising, cited as the top influencer by 23.9% of respondents, was second on the list, and “word of mouth’’ was third, with 15.8% of respondents.

Despite the regular promotion of clothing on television, only 14.1% of respondents said TV ads drive their clothing purchases. Even less influential in the decision-making process are Internet advertising, cited by 10.4% of respondents as the top influencer; direct mail advertising, considered the top influencer by 8.4% of respondents; and radio commercials, cited by 1.8% of respondents as the leading motivator for their clothing purchases.

Decision Analyst’s in-depth study of consumer habits and attitudes was conducted March 15, 2005, through March 21, 2005, by means of the company’s American Consumer Opinion® Online Panel, one of the world’s largest Internet consumer opinion panels. It has more than 5 million participants around the world. The study’s margin of error is plus or minus 4 percent.

Further information about this study and the American Consumer Opinion® Online Panel may be obtained by contacting Cristi Allen at callen@decisionanalyst.com or by calling 817-640-6166.

About Decision Analyst
Decision Analyst (www.decisionanalyst.com) is a leading marketing research and marketing consulting firm specializing in advertising testing, strategy research, new product development, and advanced modeling for marketing decision optimization. The firm delivers competitive advantage to clients throughout the world in the consumer packaged goods, telecommunications, retail, high technology, medical and pharmaceutical, utilities, and e-commerce industries. Decision Analyst operates American Consumer Opinion® Online, one of the world’s largest Internet consumer opinion panels, with more than 5 million participants.

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