Question: 1. Explain why the POPAI Consumer Buying Habits Study probably overestimates the percentage of unplanned purchases and underestimates the percentage of specifically planned and generally planned purchases.
2. Although not presented in the chapter, the POPAI Consumer Buying Habits Study revealed that the percentage of in-store decisions for coffee was 57.9 percent, whereas the comparable percentage for salsa, picante sauce, and dips was 87.1 percent. What accounts for the 29.2 percent difference in in-store decision making for these two products? Go beyond these two product categories and offer a generalization as to what product categories likely have high and low proportions of in-store decision making.