HABITS ARE A SIGNIFICANT INFLUENCER NOT WELL RECOGNISED BY MARKETERS A study in the USA found firstly that around 95% of purchase decisions were made on the basis of habit. Perhaps more surprising in this study was the finding that only 9% of marketers appreciated this fact. (http://www.cmo.com/articles/2014/4/3/marketers_need_to_ma.html) This study further found that the failure […]

HABITS ARE A SIGNIFICANT INFLUENCER NOT WELL RECOGNISED BY MARKETERS A study in the USA found firstly that around 95% of purchase decisions were made on the basis of habit. Perhaps more surprising in this study was the finding that only 9% of marketers appreciated this fact. (http://www.cmo.com/articles/2014/4/3/marketers_need_to_ma.html) This study further found that the failure to understand the extent of and impact of habit on purchase behaviour may be a major factor in explaining the poor return on investment in many marketing campaigns. In putting campaigns together marketers fail to appreciate the extent to which habit and not external factors – such as advertising – will determine purchase behaviour. Among the interesting quotes in the article arising from this study are the following: More than 85% of respondents realise that the majority of factors and cues driving decision making are subconscious. When we ask their rationale, consumers just articulate whatever…