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Advertising Age Article Abstract

Consumers Cite Past Experience as the No. 1 Influencer When Buying

A Proven Brand Name Is a More Powerful Factor Than Price or Advertising

By: Bradley Johnson
Published: November 20, 2006

LOS ANGELES (AdAge.com) -- It's time to rediscover the true meaning of Christmas: shopping. So how do consumers decide what to buy? In a survey by GfK Roper Consulting, 83% of adults cited past experience with a brand as the most important factor in their purchase decisions. Quality and price -- issues often promoted in advertising -- ranked second and third. Personal recommendations came in fourth, highlighting the importance of word of mouth. ...

Full Article Word count: 694

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