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Insight: promotions just as important to UK shoppers as product quality

New research has found that that promotions are a key factor in customers’ purchasing decisions when buying home and kitchen appliances.

ELECTRICALS

Insight: promotions just as important to UK shoppers as product quality

New research has found that that promotions are a key factor in customers’ purchasing decisions when buying home and kitchen appliances.

A study of 2,000 British adults commissioned by 360insights found that 17% of shoppers said their purchase decision was driven by a promotion with the same percentage citing product quality.

The only factor deemed more important to consumers was product price, with 23% of respondents saying this was the main factor influencing their purchase. The study also found that shoppers mostly found out about promotions and incentive programmes for home and kitchen appliances online, with 55% of respondents saying they heard about them on a website compared to only 29% in-store.

John Bird, UK general manager at 360insights, said: “This research shows that rewards programmes are at the forefront of a consumer’s mind when purchasing home and kitchen appliances. With customers willing to substitute product quality for a reward, brands not offering an incentive programme run a serious risk of losing customers to rival brands that do.

“It is clear that consumers are wanting to get more for their money. The research shows that consumers main consideration is price. This proves that a good price point in the market combined with a well-thought-out reward programme really does influence the buying decision of the customer.”

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