Vertis’ Consumer Focus 2006: Home Electronics study recently concluded that 29 percent of adults categorize brand name as the most important factor, after price, when deciding where to make a home electronics purchase. This is a drop from the 40 percent who considered brand name important in 2004. 19 percent consider discounts and coupons to be the most important factor, up from 15 percent in 2004. Jim Litwin, vice president, market insights at Vertis says, “Findings from the study show circulars are an effective medium to reach home electronic consumers, therefore marketers looking to communicate offers to consumers should consider advertising inserts.”
Another finding of the study shows that women are taking a greater role in consumer electronics shopping for the family. 91 percent of women ages 35 to 49 identify themselves as the chief shoppers or claim to equally share in home electronics purchasing decisions. 86 percent of women aged 18-34 or 50 and up make the same assertion. Men are still most likely to be the chief shoppers, with 94 percent aged 18-49 and 92 percent of the 50 and up crowd claiming chief shopper status.
In addition, the study found that 30 percent of those surveyed turn to advertising inserts first to assist them in home electronic purchases. The number of adults turning to the Internet for home electronics purchasing decisions has risen from 15 percent in 2004 to 21 percent now. 55 percent of online researchers will study circulars and then purchase at a store while 14 percent of online researchers will study circulars and then purchase online. Only eight percent of adults turn to the television for these types of decisions.
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