Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 7

Although not presented in the chapter, the POPAI Consumer Buying Habits Study revealed that the percentage of in-store decisions for coffee was 57.9 percent, whereas the comparable percentage was 87.1 percent for a group of "sauce" products (salsa, picante sauce, and dips). What might account for the 29.2 percent difference in in-store decision making between coffee and the "sauce" products Go beyond these two product categories and offer a generalization as to what factors determine whether a particular product category would exhibit a low or high proportion of in-store decision making.