Where Purchase Decisions are Really Made

IRI released some research last month that found most decisions to purchase “Store-Brand” product are made at the shelf-edge, as compared to “Name-Brands” which tend to be planned purchases.

This prompted a bit of discussion on LinkedIn with the old “70% of all decisions are made in store” statements being rolled out again. The reality is that purchase decisions are not a single magical moment of truth. Rather, they are the cumulative result of a huge number of previous experiences.