More than 70% of brand choices made in-store

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More than 70% of brand purchase decisions are made in-store, according to a new Consumer Buying Habits Study conducted by the Point-of-Purchase Advertising Institute in conjunction with Meyers Research Center, New York. This number is up from 66% in 1986, when the last study was conducted. Also, the study showed that the overall in-store decision rate was higher at mass merchandise stores than supermarkets, 74% vs. 70%, respectively.

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