Shop and compare

Zid, Linda Abu-Shalback
January 2005
Marketing Management;Jan/Feb2005, Vol. 14 Issue 1, p3
This article presents findings of a survey by Keynote Systems on consumer behavior towards online shopping of computer products. When it comes to shopping for computer hardware, product comparison is one of the most important factors for consumers. Seven out of ten participants in the study said they preferred to comparison shop at multiple Web sites. In choosing which sites to comparison shop on, quality of products was the top factor in consumer's choices, followed by ease of use. Price and financing options had a considerably lower priority. Difficulty in comparing products on a site was the top frustration for consumers across all sites, with one in four users reporting this frustration. IBM users were the most inclined to shop on another site. and Dell users were the most satisfied and least likely to look to another site. Consumers were fragmented in terms of choosing a starting point for a search for computer hardware, with almost one-fourth starting at a search engine, 17 percent starting at a specific reseller site, and 15 percent starting at a specific manufacturer brand site. Google was the most popular starting point, followed closely by Dell. Other resellers, including Best Buy and Amazon, attracted less than half as many users at the outset, and no other manufacturer attracted more than one percent of consumers at the outset.


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