Know-How Exchange : Customer Behavior

No real data, but I would guess it depends on the product category/industry.

I would expect that the impact of hands-on might be very different for major appliances than for toothpaste or soap. And packaged foods might be different from fresh produce. And think about insurance or financial products; they depend more on specs (and personal selling/trust) than on hands-on inspection. Etc.

Some products lend themselves to hands-on inspection, while others don't.

Net: I'd be very surprised if there's actually any research that applies to all product categories.

It may be that for products requiring some kind of physical contact as part of the buying decision (for instance: test driving a car, or choosing an item of clothing in which the feel of the fabric is important), that the online experience of reading reviews and watching videos reinforces the physical experience and vice versa.

There IS data about "try before you buy" technique (the "Puppy Dog close" is an excellent example).

Thanks Guys,

thinking of what makes someone pickup a bottle of wine, beer or ketchup (artwork, shelf position, rep, or POS incentive etc) and are they more likely to purchase once it has been actually studied in their hand .... no sampling at this point?

That would depend on how good the packaging is, wouldn't it?

Some I just glance at others I pick up for variuous reasons ... that is the 'good' packaging I guess ... now how many make it home?

What makes someone pick up a product?

Packaging design, color, clarity of text and shelf displays; shelf positioning, shelf quantities, ease of grasp, the feel and weight of the product in the hand, package size are all important keys.

Price in relation to similar products; ingredients is a big one, size of package in relation to the weight or quantity in the package; position in the store is another big one.

Names are also big attractors (they can also put people off). Desirability ... has the customer seen other people pick up and select this product? Does the buyer know other people that have used this product? Does the buyer want to become a trendsetter to show off to other people by using this product? In store taste tests or hands on trials can also sway people's decisions to buy.

Thanks Jay...
discussion here was ref. 'once item it picked up what is the likelihood it will be purchased'....all I could find was POP data form this artle and links.

https://www.ontraksoftware.com/blog/bid/79121/

The New Sherlock! aka Jay.