What drives purchase intent? Looking to grocery buyers for answers

New research conducted by NewsMediaWorks, based in Australia, has examined factors that drive the intent by purchases when consumers shop for groceries.

The headline finding from this report: Of those surveyed, 80 per cent have flexibility in brand/product choice.  

Put simply, the vast majority of shoppers aren’t wedded to a specific product or brand.  

When it comes to advertising, 66 per cent of grocery buyers surveyed say that the more they trust an ad, the more likely they are to buy the product/service. Which ads do they trust? 49 per cent say that they engage with ads they see in trusted media environments.  

Advertisers looking for trusted media should pay attention to the top two media sources influencing grocery buying: television (56 per cent) and news media (55 per cent).  

Another key takeaway: Brands that want to have trusted ads should consider the trusted environment of news media advertising.