Same old or new brands: an exploration of first time brand purchase in fast-moving consumer goods markets
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(Published version)
Date
2012
Authors
Kapulski, N.
Lockshin, L.
Bogomolova, S.
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Conference paper
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ANZMAC 2012 proceedings, 2012, pp.1-7
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Australian and New Zealand Marketing Academy Conference 2012 (3 Dec 2012 - 5 Dec 2012 : Adelaide, South Australia)
Abstract
In a retail outlet, shoppers are bombarded with numerous brands. However, consumers do not evaluate most options and, instead, habitually purchase the same old brands. This descriptive pilot study collected from in-store surveys explores how shoppers come to purchase packaged goods brands for the first time. The results indicate that about one-sixth of all large basket shopping trips include the purchase of at least one brand for the first time. Hence, shoppers are not that habitual after all. Their routine behaviour is indeed changeable. We found that six out of ten consumers purchasing a new brand made the decision spontaneously in-store. Also, these new first time buyers do not have different demographic characteristics compared to those buying the same old brands. These findings show that the key is to get the brand noticed, as anyone could become a new brand buyer.
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Copyright 2012 ANZMAC