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- RESEARCH & AWARDS
Despite what they put on their shopping lists, shoppers can be swayed from their decisions once they enter the store, according to a study of 1,170 shoppers from around the country done by the Forth Worth, Texas-based research firm Buxton Consumer Research for the Private Label Manufacturers Association (PLMA) and released Monday.
The study also found that six of 10 shoppers say they list products by brand name only occasionally, rarely or never. However, half of these shoppers admit they frequently have a brand in mind, even when they don’t list it. Despite that, once in the store, only 25 percent select their intended brand, found the study.
“The willingness demonstrated on the part of shoppers to consider different choices promises to be a positive force for the continued growth of store brands,” explains the report.
“It's a good thing when a national brand becomes synonymous with a product, but it doesn’t mean that name recognition will translate into sales. I think that's the message,” of the study’s findings, says Paula Rosenblum, managing partner at Miami-based Retail Systems Research (RSR Research).