Incentives, coupons still important in food marketing

More than 70 percent of the 1,261 shoppers polled in January said coupons and incentives are important to their decision making, compared to 61 percent of electronics shoppers, 57 percent of OTC medicine buyers and even fewer clothing, beauty item and other shoppers.

More than half (56 percent) surveyed found online ads helpful in their decision making, especially because they make shoppers aware of new products and services (53 percent) and they help with comparison shopping and saving money (33 percent).

The top three types of online ads respondents found helpful were those with printable coupons and offers (42 percent); ads that inform about new products and services (32 percent); and ads related to the content on the product's website (27 percent.)

The greatest influencers of purchasing decisions are recommendations, the About.com survey found. Nearly 30 percent of shoppers said they were most influenced by family and friends' recommendations; 28 percent cited online reviews and recommendations; 22 percent look to online articles and information; and 21 percent find expert recommendations most important.

"High quality" remains the number-one reason respondents buy brand name products; 40 percent of respondents cited this reason. However, the About.com survey found "habit" increased significantly in importance from last year as a reason to buy (25 percent, up from 13 percent a year ago) while "trust" decreased in importance (32 percent, down from 42 percent). Three percent of shoppers said they have an emotional connection to brand name products.