Marketers have for ages been talking about how 70 per cent of purchasing decisions are made in the store. But new research from OgilvyAction suggest the real number is more like half that – 34.9 per cent. According to the study , reports Retail Wire , 39.4 percent number is the real number of consumers who wait until they’re in a store before deciding what brand to buy. About 10 percent change their minds while in the store and 20 percent leave a product on the shelf that they intended to buy. Nearly 30 percent of consumers wind up making a purchase from a category that they didn’t intend to buy from before walking into a store. The 70 per cent number came out of work done for the Point of Purchase Advertising Institute (POPAI) more than a decade ago. POPAI says it is sticking to its numbers, suggesting: “There have been various studies that have arrived at different in-store decision rates over the years, based on unique methodologies, trade channels, and the context and location of consumer interviews.…