Table 5 Measures for in-store behaviour
Before the Keyhole campaign | During the Keyhole campaign | ||
|---|---|---|---|
Time until purchase (sec) | Mean | 21.73 | 21.92 |
Looked at front of pack | no | 15.7% | 13.7% |
yes | 84.3% | 86.3% | |
Health as a purchase motive | no | 81.9% | 78.5% |
yes | 18.1% | 21.5% | |
Looked at nutrition info | no | 73.7% | 62.9% |
yes | 26.3% | 37.1% | |
Look for Keyhole (only shoppers who looked for nutrition info) | no | 43.3% | 31.8% |
yes | 56.7% | 68.2% | |
Total N | 708 | 703 |