Back to School Consumer Insights: HP Surpasses Apple in Intent to Purchase Amongst Electronics Shoppers

TrendSource, a market research and strategic consulting firm specializing in consumer insights recently published a study to identify purchasing behaviors for this year’s Back-to-School season.

  • Share on TwitterShare on FacebookShare on Google+Share on LinkedInEmail a friend
Emotions Graph

2014 Back to School Sentiments

(PRWEB) August 29, 2014

With the back to school shopping season ramping up, TrendSource conducted its second annual back-to- school buying intentions study to determine the main drivers behind consumer purchases this season.

According to the study, for households going back to school shopping this season, on average, they are shopping for 2 people going back to school. The majority of responding households indicated having students go back to elementary school (50%), followed by high school and college (37% and 36% respectively) and middle school (29%).

From department stores to office supplies stores to online checkouts, the back to school buying season has consumers rushing to all sorts of retailers for their back to school needs.

Last year, HP and Apple dominated the electronics category and tied at 31% for those with brands in mind as the most sought after for the back to school buying season. But this year, electronics manufacturer HP surpassed Apple by 5%. 33% of respondents will seek HP and 27% will seek Apple computers/electronics for their back-to-school purchases; of which 55% of respondents plan to spend $300 or more, the highest out of all categories included in the survey.

By addressing consumers’ feelings surrounding a purchase, retailers can help steer a positive experience that develops customer loyalty. This year’s study measured purchase intent and sentiments related to purchases in the following categories: Fashion/Apparel, Computer/Electronics, School Supplies, and Accessories. TrendSource found that among the range of emotions associated with back to school purchases, the most commonly cited were excitement, and hopefulness. The intensity of these emotions corresponds to the out-of-pocket expense for purchases in each product category. In addition to being excited and hopeful, respondents in the electronics category had the highest rate of nervousness when compared to other purchase categories. Conversely, respondents purchasing fashion/accessories had the highest rate of stress when compared to other product categories.

For the detailed report and infographic, click here.

About This Study

TrendSource provides business intelligence, customer experience insight, compliance solutions, and other market research and data analysis programs that deliver measurable ROI. With over twenty years of experience, TrendSource’s customized solutions deliver high-quality Customer Experience Management Programs that quantify service gaps, provide prescriptive/corrective solutions, identify trends, and provide actionable solutions through enhanced reporting and analysis.    

TrendSource conducted this research study by surveying 6,880 North American Field Agents in the MSI database between August 6th and August 18th, 2014. The results represent 1,547 online respondents who met the qualifying criteria of confirming intent to engage in back-to-school shopping for at least one person in their household this year. All respondents opted in to participate voluntarily.

About TrendSource

TrendSource has the unique distinction as a market research organization with ISO 9001:2013 certification. TrendSource is a market research and strategic consulting firm specializing in customer experience management, consumer insights measurement and compliance solutions. Together, we will create clarity in the world of business through Trusted Insight that delivers measurable ROI. With over twenty years of experience, TrendSource’s customized solutions deliver highly efficient Customer Experience Programs that quantify service gaps, provide prescriptive/corrective solutions, identify trends, and provide actionable solutions through enhanced reporting and analysis.    

For more information about TrendSource and/or this study, email trustedinsight(at)trendsource(dot)com.


Contact

Follow us on: Contact's Google Plus