Clothes call

Mermelstein, Ellen; Abu-Shalback Zid, Linda
January 2006
Marketing Management;Jan/Feb2006, Vol. 15 Issue 1, p6
The article presents findings of a market survey on consumers' decisions on clothing purchases in the U.S. The survey from Decision Analysts Inc. asserts that point-of-purchase and in-store print information influence final decisions on clothing purchases more than any other form of promotion. More than half of the 600 respondents considered such promotions a major influence. Print advertising came in second, with 23.9% saying it swayed their decisions. Only 1.8% said their clothing purchases were influenced by radio commercials, making that the least influential form of promotion.


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