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Consumer Purchasing Behavior Analysis During Out-of-Home Activity in March 2014

This report analyzes active purchasing behaviors of individuals out of home, based on fieldwork conducted in March 2014 by Jon Armstrong, head of brand and communications research. With a sample size of 355 respondents aged 16-55 across Newcastle, Leeds, Birmingham, and Guildford, the research quantifies economic activity in the Active Space. Key findings reveal that 70% of respondents purchased or planned to purchase items while 80% always carry money. The study also discusses the potential influences on their purchasing intentions.

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Consumer Purchasing Behavior Analysis During Out-of-Home Activity in March 2014

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  1. Active Purchase A snapshot of people out of home Conducted during March 2014 Jon Armstrong head of brand and communications research

  2. Fieldwork and Objectives Research fieldwork conducted: Sample size: 355 Sample distribution: 80+ interviews per location. Locations: Newcastle, Leeds, Birmingham, Guildford. Quotas: Ages 16-55. Spread of age and gender. Fieldwork: 2 weekdays and one Saturday per location. Objectives: Quantify economic activity in the Active Space • Have respondents purchased anything? • Are they planning to? • What have they/what do they plan to purchase? Can purchase intent be influenced in the Active Space?

  3. 70% have purchased or intend to We'd like to know whether you are/were planning to buy something whilst you are out and about? Base: All respondents (355)

  4. People are actively purchasing

  5. 80% always carry money on them When I go out I always carry some money (cash or cards) with me. Base: All respondents (355)

  6. Planning and purchases: 6 out of ten still open to new purchase ideas “I normally buy only the things I go out to buy and not much else” “I normally buy something when I’m out even if I don’t intend to”

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