Consumerology Report - Bensimon Byrne

What Influences Product Choice?
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Runners are much more open to many sources of influence compared
to other segments.
While ingredients, price and convenience are important, they are less reliant
on expert and personal experience than other segments.
Even regarding medical websites, 58% of Runners say it is an important
source of information re: OTC medications compared to 31% of Walkers and
just 13% of Spectators.
And more than half of Runners rate product websites and brand name,
as an important source of influence.
Runners are almost twice as reliant as Walkers and almost three times
as reliant as Spectators on brand name.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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