Find out the factors that drive purchase decisions in this market and their importance to customers won or lost.
Survey data ranks the importance of choice drivers to people who purchased your brand, purchasers of competitor brands, and to the category overall. The chart shows which areas are most likely to increase to convert consumers to buy your brand over another.
How we work it out
The figures displayed are the percentage of purchasers who selected a specific choice driver as important, across lost purchasers, purchasers and category purchasers.
Consumer survey
Choice drivers are sourced from quarterly survey data of recent purchasers of the category in each market. People were asked:
Which 3 of the following were most important to your final choice of product?
- Price
- Promotion / discount
- Recommendations
- Product features
- Product size / dimensions
- Product design
- Product brand