Source: Accenture [pdf]
Notes: Consumers aged 20-40 in the US and UK were asked to rank the factors that would make them most likely to complete the purchase of a product or service, with sales and competitive pricing (61%) by far their most critical. Superior products (36%) and customer experience (35%) are also key, according to respondents, followed closely by customer loyalty programs (31%) and relevant promotions (26%). Ad campaigns and celebrity endorsements trailed by a significant margin, presumably as they’re more influential in driving awareness than completed purchases.
About the Data: The survey was carried out online in March and April 2014, with 2,012 consumers in the US and UK. Participants consisted of 1,000 respondents in the US and 1,012 in the UK. Participants were between 20 and 40 years of age with gender, socio-economic and income controls in place.