Handy around the house

July 2006
Marketing Management;Jul/Aug2006, Vol. 15 Issue 4, p4
The article discusses the impact that home improvement advertising flyers and newspaper inserts have on purchasing decisions. A study by Vertis Inc. found that 83% of home improvement advertising insert readers compare different flyers for price. The survey found that more than 50% of men and over 73% of women read inserts. The study found that 59% of consumers made purchases at major home improvement superstores for household improvements and repairs. Only 21% of respondents used their local hardware store and 12% used regular discount stores.


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