Healthy Competition is Good For Your Brand

Making a purchase today usually means doing online research before you buy. According to a new study, “Inside the Buy,” by the AMP Agency, just 3% of consumers say they are loyal to a particular brand and never buy anything else.  That means 97% of shoppers are open to consider other brand choices.

The study looked at what is behind consumers’ purchase behavior in five leading buying categories: baby products, consumer electronics, food and beverage, health and beauty, and fashion.  It found, overall, that 43% of consumers do research before they buy. Nearly half looks at brand websites, while the other half starts their research at the retailer’s website.  94% of consumers said research positively influenced their decision to make a purchase, and 36% said they bought a product because of the research they found.

The research shows that consumers are strongly influenced by information and opinions shared online. Reviews and social media sites are vitally important. 72% of respondents stated they turn most to general consumer reviews when it comes to seeking information on product performance. Since your brand is a promise to consumers, maybe it’s time to put it to the test and see how it stacks up against your competition. Chances are, your customers are already doing it, whether you’re participating or not.