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    New Book Seeks to Explain Why Americans 'Try and Buy'

    CERRITOS, Calif. -- Mass Connections, a provider of retail and shopper marketing services based here, aims to demystify impulse shopping in a new independent analysis entitled "Touch America -- The Shopper Connection."

    CERRITOS, Calif. -- Mass Connections, a provider of retail and shopper marketing services based here, aims to demystify impulse shopping in a new independent analysis entitled "Touch America -- The Shopper Connection."

    The book is based on a year-long series of five major studies that were conducted by a Washington, D.C.-based marketing research firm, and highlights the benefits of in-store marketing with surveys and on-site interviews.

    Major themes in the book include why people shop where they do, what motivates impulse purchases, and how signs and in-store merchandising affect purchase decision.

    Conclusions from the study include the following:

    -- Three-quarters (76 percent) of Americans have made a purchase as the direct result of in-store sampling;

    -- 83 percent of shoppers reported that at least a few of the items they have tried at an in-store event have led to recurring purchases;

    -- Three studied populations indicated that they might stray from their usual grocery store to seek out a bit of excitement in the form of free tastes or fun events;

    -- 63 percent of interviewees revealed that "new and different types of product signs and displays" would enhance their shopping experience.

    "We are committed to making it easier for the marketing and retail community to deliver programs that are motivating for shoppers," said Mass Connections' president and c.e.o. Caroline Cotten Nakken in a statement. "'Touch America -- The Shopper Connection' and other studies we've published underscores our commitment and furthers our mission to empower the industry."

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