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Purchase behaviour

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Article

E-commerce generates huge amounts of data that platforms can utilise to assist brand partners in a variety of ways.

News

SHANGHAI: Online spending in China is on course to reach almost half (45.7%) of the country’s total per capita retail spend in 2017, but there are signs that online retail sales are reaching a peak, according to a new report.

News

AUSTIN, TX: Despite a series of recent reports that have suggested US holiday shoppers will spend more this year, it seems few of them plan to pay large sums on their most expensive gift this holiday season, a new survey has found.

News

SAN JOSE, CA: Online retailers in the US can expect a bonanza this holiday season, with a new study predicting that online sales will reach $107.4bn, up 13.8% since last year.

Article

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.

News

NEW YORK: Most Americans expect to do their holiday shopping from late November onward, but the decisions about where they will shop and what they will buy will be largely determined by digital interactions occurring now.

News

BEIJING: China’s FMCG sector is being altered in many ways by changing shopper behaviours brought about by digital technologies, but a new report says brand loyalties, at least, remain unaffected.

News

LONDON: The growing use of artificial intelligence will dramatically change communications planning, especially in low-involvement categories like FMCG, according to two industry figures.

Article

Brompton bikes are known as commuter bikes, a brand image that the company never chose; a manufacturer, its story involves a successful product understanding what it means to be on a public, global stage.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Opinion

Faris Yakob agrees with Google that a world of instant gratification powered by always-on mobility has changed consumer behaviour, but warns not to confuse the value of ‘decisive moments’ with that of long-term brand activity that impacts purchase decisions down the line.

News

NEW DELHI: With Navrati ended and Diwali about to start, the signs are pointing to a bumper festive season for retailers and manufacturers across India.

Article

In this webinar, Jonathan Dodd (Chief Strategy Officer, Geometry Global), Matt Robins (EMEA Planning Director, Geometry Global) and Richard Bradford (Group Strategy Director, MEC UK) discuss how brands should be communicating with consumers at key moments in the path to purchase.

News

SINGAPORE: Six in ten smartphone users across the APAC region have between two and five retail and shopping apps installed on their devices, according to research which also reports a high level of acceptance of in-app ads and likelihood to click ...

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Research Paper

Giving free game items to mobile users through in-app reward advertisements could generate a sampling effect and increase the probability of users making in-app purchases.

News

LONDON: Brands need to understand buying behaviours in their particular category – and the role of signifiers such as quality, price and utility – in order to create effective marketing across the customer journey, according to two ...

News

NEW YORK: For over a third of the US buying population, aged 18-80, their choice of brand will depend on broader questions around a company’s corporate values, according to new figures.

Research Paper

This paper evaluates how elements of packaging design influence consumer evaluation and satisfaction using the Four Moments of Experience (FME) framework.

News

LONDON: Online consumers in the UK abandon £3.4bn worth of goods in their virtual shopping baskets each year, yet much of this wastage could be saved if retailers do a better job at meeting consumer expectations, a new study has revealed.

Article

This article looks at how marketers can better understand the, sometimes circuitous, routes taken by consumers in the decision journeys, and map them as networks to identify key intersections.

Article

This article shows how brands that wish to understand and anticipate the customer experience can do so by using customer experience journey maps to make marketing plans more actionable.

Article

This article examines the idea that brands must ensure every touchpoint, both online and offline, is in alignment as the customer journey grows increasingly complex.

Article

This article looks at how brands intending to influence the behaviour of potential consumers must learn to understand the fundamentals of improving brand salience.

Article

This article posits that there are three behavioural typologies involved in most purchase decisions - guesswork, copying and research - and each of these is most often seen in certain purchase categories.