CCPRF Set To Release Survey Findings On The Dynamics Of Influence On Shopping Behavior

The Canadian Council of Public Relations Firms (CCPRF) is set to release findings from its new study, entitled The Impact of Influence.

“The study delves into the dynamics of influence on Canadians’ shopping habits, examining media influences, ‘circles of trust’, the impact of social media and citizen journalism on our buying process,” said Carol Levine, chairman of the CCPRF. “What we discovered is that equation of influence is a much more complex force than people may expect.”

The CCPRF commissioned the study by Angus Reid/Vision Critical earlier this year.  The survey polled 1,014 respondents from across the country and delved into the hierarchy of influences that pave the path to purchase for today’s consumers.

The survey asked questions that highlight how consumers find and process information that ultimately lead them to make purchases.  It delved into the “trust” factor that consumers assign to various media and other sources of information, attempting to rank “credibility” and its influence within the path to purchase cycle. The survey also looked at generational differences and the influences of and by early adopters on purchase behavior.

The findings from The Impact of Influence are expected to be released in the next few weeks.