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BizReport : Research : May 06, 2008
More consumers buying big ticket items online
Consumers are more likely to purchase large and expensive items online these days compared to a couple of years ago, according to a recent survey from PriceGrabber.com.
When questioned about their home furniture and appliance online shopping behavior, 81% of respondents to Pricegrabber.com’s latest Consumer Behavior survey said they rely on the Internet to research relevant retailers and products.
Thirty-one percent of that segment said they went on to purchase the products they found as a result of that research.
The inability to be “hands on” with products has long been a major barrier to consumers purchasing such big ticket items online, reflected in the results of a similar report by PriceGrabber.com in 2006. The March 2008 findings found that more consumers are now prepared to put their faith in the product imagery being presented online and purchase online.
Retailers should look to tactical promotions to encourage consumers to purchase online, found the report. Despite over half of those surveyed saying they needed to see a product before buying it, 72% said their decision could be swayed by an online offer or, with current fuel prices, free delivery.
Tags: buying behavior, online shopping
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