Commentary

Life Events Precipitate Purchase Behaviors

Life Events Precipitate Purchase Behaviors

According to BIGresearch, for consumers 18 years or older, life events such as having a baby, getting married or divorced and retiring can have an impact on consumers' purchasing behavior. Understanding the behavior shift, plus the media that these consumers say influence their purchases, can be a key element in marketing planning

Top 5 Planned Purchases for Consumers Experiencing Life Events:(

Children starting college

Expecting a baby

Getting married

Vacation

Furniture

Furniture

Computer

Vacation

Vacation

Furniture

Computer

Computer

Home Improvement

Car/Truck

TV

Car/Truck

TV

Home Appliances(

Getting divorced/separated

Retiring

Vacation

Vacation

Furniture

Computer

Computer

Furniture

TV

Home Improvement

Digital Camera

Home Appliances

Source: BIGresearch, November 2006

Joe Pilotta, VP of Research for BIGresearch, says "Life events are transitions which lead to reconfiguring one's environment. Transitions heighten the level of media consumption and disposition to buy for the purpose of stabilizing the change..."

The survey also found that media influence on product purchasing is extremely high for those consumers across all major product areas. When it comes to which media influence consumers anticipating a life event, it all depends on the event, with the exception of good old word of mouth.

Top 5 Media Influences for Consumers Getting Married or Children Starting College (By Product Categories)

Getting Married

Electronics

Home Improvements

Car / Truck Purchase

Word of Mouth

Word of Mouth

Word of Mouth

Internet Advertising

TV/Broadcast

TV/Broadcast

Read Article

Newspaper

Newspaper

TV/Broadcast

Read Article

Magazines

Magazines

Magazines

Internet Advertising

Children Starting College

Electronics

Home Improvements

Car / Truck Purchase

Word of Mouth

Word of Mouth

Word of Mouth

TV/Broadcast

TV/Broadcast

TV/Broadcast

Read Article

Newspaper Inserts

Newspaper

Internet Advertising

Magazines

Read Article

Newspaper Inserts

Cable

Cable

Source: BIGresearch, November 2006

Additional top Line Findings on SIMM and other BIGresearch, can be found here.

Next story loading loading..