Consumers Don’t Engage, They Just Buy

Consumers Don’t Engage, They Just Buy

This story was originally published by

The majority of consumers don't stop and think about a brand's ad before buying a product. They just buy.

SHARE
THIS



While reading the recent Ehrenberg-Bass Institute of Marketing Science’s report “Shopping Takes Only Seconds…In-Store and Online,” I was again reminded of how many marketing executives have an unrealistic and overly brand-centric view of how important their brands are in people’s everyday lives.

SHOPPERS DON’T ENGAGE – THEY JUST BUY

The idea that consumers “engage” with brands is no doubt true for a small set of consumers and a small set of high involvement categories and brands, but for the vast majority of brands, consumers are not engaged to or with brands. They’re just buying them. The Ehrenberg-Bass study confirms this:

  • The average consumer spends 13 seconds purchasing a brand in-store. This is based on multiple studies of consumer product purchase behavior.
  • Online is not much better, with the average consumer spending 19 seconds to purchase, and the majority spent less than 10 seconds.

The simple truth is this: for most categories, consumers have a small repertoire of brands that are acceptable, and they spend little time thinking about purchase decisions. Their lives are already full of spouses, kids, events and other activities, and most people simply don’t have the time or energy to engage with brands in any meaningful way. And those that do are a minority. Consumers most often default to making purchase decisions based on simple habit (e.g., previous purchase) or “instinct.”

HOW DO CONSUMERS DECIDE WHAT TO BUY?

Habit is pretty clear (I’ve bought this brand before), but what is “instinct” in buying? Well, instinct simply means that the brand easily comes to mind.

Read the full article here.

Please login with linkedin to comment

barina display advertising the seven network

Latest News

Woolworths W23 Longtail UX. From left Will Santow, Longtail UX Co-Founder and Co-CEO; Ingrid Maes, Managing Director W23 and Andreas Dzumla, Longtail UX Co-Founder and Co-CEO. Pictured at Dan Murphys in Mosman. 13th August 2020. Photograph Dallas Kilponen.
  • Technology

Longtail UX Secures $2.25M In Funding From Woolworths Group’s Venture Capital Arm W23

Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its […]

Ray Hadley And 2GB Reach Out-Of-Court Settlement Over Alleged Bullying Of Former Staffer
  • Media

Ray Hadley And 2GB Reach Out-Of-Court Settlement Over Alleged Bullying Of Former Staffer

Ray Hadley and 2GB have reached an out-of-court settlement over the alleged decade-long bullying that took place with the radio host’s former staffer Chris Bowen. In late March last year, Bown accused Hadley of bullying in a Facebook posted that prompted an investigation by 2GB. However, Bowen proceeded to take legal action against Hadley as […]

by B&T Magazine

B&T Magazine
Last Call, Adland! Late Entries For B&T Awards 2020 Closing Next Friday!
  • Media

Last Call, Adland! Late Entries For B&T Awards 2020 Closing Next Friday!

Provided the aliens don’t turn up and enslave us all, the B&T Awards are going ahead come hell or highwater. We get it – 2020 has been a shocker and we’re seemingly no closer to clarity today than we were in March, but what we also get is that you’re awesome and you’ve been doing […]

by B&T Magazine

B&T Magazine
Coopers Release New & Limited Edition Hazy IPA Via TABOO
  • Campaigns

Coopers Release New & Limited Edition Hazy IPA Via TABOO

Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign
  • Campaigns

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign

Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign
  • Campaigns

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign

BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.

Enero Posts Net Revenue Increase Of 4.9%
  • Media

Enero Posts Net Revenue Increase Of 4.9%

Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.

by B&T Magazine

B&T Magazine
You Can Now Limit Who Can Reply To You On Twitter
  • Technology

You Can Now Limit Who Can Reply To You On Twitter

Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]

Home Office Set Up for Webinar and Teleconference whilst respecting the lockdown due to the corona virus outbreak
  • Media

The Virtual Conference Network Launches In Australia

The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]

Medallia Appoints Heather Paterson As ANZ Country Manager
  • Advertising

Medallia Appoints Heather Paterson As ANZ Country Manager

Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]