Poles in the “stimulus zone” when shopping. Impulse wins over reason

89.9% of respondents declared buying products that they had not planned before going to the store. surveyed adults – according to the report by UCE Research and Hybrid Europe. Over 70 percent respondents make unplanned purchases once every two visits to the store or less often.

As experts have noted, unplanned purchases are made under both emotional and rational impulses. 89.9% of respondents admitted to making unplanned purchases before going to the store. surveyed adult consumers.

“When a consumer enters a store, he or she enters a zone of stimuli to which he or she reacts faster than his or her consciousness reacts. Promotions, colors, scents and product layouts activate curiosityand a reminder of the needs justifies the purchase decision. There is also a gratification mechanism working in the background, when after adding a product to the cart, the customer gains points or a discount,” said Adam Iwiński from Hybrid Europe.

The authors of the report pointed out that the trade often tries to use these mechanisms, and then advertising is not only a message, but also a stimulus that is supposed to induce the desired reaction on consumers.

Contact with advertising just before visiting a store makes consumers expect a reward and increases their readiness to purchase. Advertising also affects them in the store, when the decision is made,” said Michał Rosiak from Hybrid Europe.

People who make impulse purchases usually say they do it once every 2-3 visits – 35.6%. respondents or less often – 35.2 percent respondents. 16.6 percent declared making unplanned purchases almost every time, and 2.5 percent – during each visit to the store.

6.3% stick to their planned shopping list strictly. In turn, 3.8 percent they do not remember whether they spontaneously reach for products in the store.

The largest age group among consumers who shop without prior planning once every 2-3 visits are people aged 25-34 – 39.9%. Taking into account the income criterion, most often, these are clients earning over PLN 9,000 a month. PLN net – 41.4 percent This frequency was also declared mainly by people with higher education – 38.1 percent, as well as residents of cities with a population of 200,000 or more. up to 499 thousand population – 46.9 percent

Once every few visits to a store, impulse purchases are mainly made by people aged 75-80 – 53.8% of them, with a monthly net income in the range of PLN 1,000-2,999 – 44%, and with higher education – 35.8%. Most often, this applies to residents of cities with a population of 50,000 or more. up to 99 thousand inhabitants – 41.5 percent

The report presents the results of a study conducted by UCE Research and Hybrid Europe on a sample of 1,007 Poles aged 18-80. (PAP)

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