Are 70 percent of brand decisions really taken in-store?
Sunday, June 28th, 2009Every now and again a topic stirs up a quick flurry of debate across the Millward Brown email network. This week it was the old chestnut about 70 percent of brand decisions being made in-store. Prompted by a link to this article in BrandWeek, my colleague Gordon Pincott responded, “My point of view is that 100 percent of decisions are made in store.” And, of course, he is right.
In her article, Barbara Grondin Francella reviews data from a survey conducted by Miller Zell and reports this key finding:



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