PLMA to Answer the Question, “How Do Consumers Make Decisions?”

Andy Abraham

Join me next week at the Private Label Manufacturers Association (PLMA) annual Private Label Trade Show, the show kicks of this coming Sunday, November 13 and continues through November 15, in Rosemont, Illinois.

The show begins with Sunday educational seminars including “How Consumers Make Decisions” a session moderated by Ned Dunn, former president of Harris Teeter. The seminar will take a look at research from the Buxton Co., commissioned by PLMA, that aimed to find out whether consumers rely on lists or impulse when making their purchase decisions.

This video from the PLMA’s web based video series gives you a preview of the seminar. Asking Do consumers shop from lists or do they buy on impulse? The question has challenges retailers for years. PLMA’s new Buxton Research study proves that consumers keep lists but are definitely open to persuasion when they walk the aisles. It could be a big opportunity for store brands. What are consumers looking for? How can retailers help them make their decisions? News anchor Jodi Daley and PLMA president Brian Sharoff report.  Click here for video.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.