PD_Packaging Digest

Packaging Digest Directory, 2015/2016

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23 www.PackagingDigest.com SUMMER 2015 // TRENDS Internet usage during buying stages Four buying stages were presented to survey participants as shown in Figure 1 and buyers were asked in which stages did they use the internet for the purchase (more than one answer was possible). Interestingly, during the qualifcation process, 43% (116 out of 267 participants) who purchased something signifcant in 2014 did not use the internet to facilitate the process. We did not ask these people why not, although future research will consider why not. Next, we mapped the same buying stages against 14 diferent types of online and ofine information sources as shown in Figure 2. More than 78% of the buyers did not use Facebook and 83% did not use Twitter during the process. LinkedIn is used quite often (probably for personal references and queries), which is no surprise as it compares quite similarly to advice from a colleague or friend in the early stages of buying. As can be expected there is a correlation between the budget for the project and the distanced searched (see Figure 3). As the budgets went up to $6 million (U.S. dollars), people tended to search farther from their location. Impact, Effort, Intent, Reputation Smart and sophisticated online buyers today use a variety of means to check and verify the reputation of new vendors. As shown in Figure 4, across the four buyer roles, the importance of customer testimonials and case studies decreases (the top band), while best practices and peer reviews constitutes one third of the needs of the buyers. While many vendors try to post neutral unbiased peer reviews of their products or services, the impact of such commentary is somewhat less valuable than simple product information. Buyers were asked to rate the online information that they collected on four factors using a 0.0 to 10.0 scale. Te terms were defned as: Impact—simplifes complex issues, provides alternative strategic choices, shows future benefts leading to growth. Efort—easy to access promised information, no Continued on page 24 Figure 3: How Far Did People Search for Solutions or Vendors? Regionally (within my own country) 48% Globally - the country did not matter 13% Locally (within 100 miles / 150 km) 18% Internationally - but only some selected countries 21% Source: Online Buying Behavior of Packaging Buyers, April 2015 Buyer Role Percent of Buyers Seeking Information Source Figure 4: Top 6 Kinds of Information Sought vs 4 Buyer Roles 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Initiator Infuencer Decider Buyer Customer testimonial / case study Best practices Peer review or opinion Industry / competitive comparison Pricing information Product information of a packaging solution / product / service Source: Online Buying Behavior of Packaging Buyers, April 2015 16.1% 11.3% 10.2% 12.5% 12.5% 18.2% 22.7% 23.9% 21.5% 23.1% 15.4% 15.4% 16.9% 7.7% 8.5% 15.5% 19.7% 21.8% 23.2% 12.9% 6.5% 16.1% 16.1% 32.3% 9HUWLFDO&RQYH\RUL]HG0RGHO USDA Approved Rotary Band Sealer shown with lower support conveyor. Models available with bag top trimmer. +RUL]RQWDO&RQYH\RUL]HG0RGHO USDA Approved Rotary Band Sealer includes bag top trimmer and vacuum scrap removal. Superior performance and KLJKVSHHGSURGXFWLRQIRU³OD\-IODW´SDFNDJHV 9DOLGDWDEOH0RGHO Medical Pouch Sealer with verification ports for process validation of pressure, speed, and temperature. Seals Tyvek pouches at up to 40 feet per minute. MEMBER Visit us at Booth C-3625 September 28-30, 2015 Las Vegas Convention Center Las Vegas, Nevada

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