In-Store Demos Drive Audio Sales
By John Laposky -- TWICE, 3/26/2007
ARLINGTON, VA. — Nothing is more influential to a purchaser of home audio equipment than an in-store demonstration, according to a consumer survey conducted by the Consumer Electronics Association (CEA).
CEA's 2007 Audio Purchasing study breaks down the purchase decisions of more than 4,000 consumers that purchased a home audio system, including home theater in a box (HTiB) systems, component A/V receivers and speakers, in the previous two years.
Across all buyer types, consumers were most likely to buy from a store that provided a product demonstration. And the demo can also compel consumers to spend more money than they originally planned. For instance, about a third of HTiB buyers said the demo encouraged them to spend more on their purchase.
The full study is available at www.ce.org. Below is a glimpse at HTiB purchase influences.
