Study: Stinginess is out when shopping online
The study «E-Shopping: What Customers Really Want,» conducted by Hamburg-based Novomind in collaboration with Wiwo.de and Handelsblatt.com, set out to find the answer: What are the key criteria customers consider when choosing an online store?
The study "E-shopping - what customers really want" conducted by Hamburg-based Novomind in collaboration with Wiwo.de and Handelsblatt.com wanted to find out: What are the decisive criteria for customers when choosing an online store? The study surveyed 506 end customers in Germany from May to June 2006.
The result was surprising. Only 126% see the lowest price as the decisive criterion when choosing an online store. The most important criterion is the design of the service: three quarters of the 506 respondents attach importance to good delivery conditions. Money transfer and payment methods are also important. 65 percent place above-average demands on security.
According to the study, women rely primarily on practical experience. 39 percent opted for a provider that was recommended by friends or where their own experience was good. Men tended to focus on the best price-performance ratio.
The result was surprising. Only 126% see the lowest price as the decisive criterion when choosing an online store. The most important criterion is the design of the service: three quarters of the 506 respondents attach importance to good delivery conditions. Money transfer and payment methods are also important. 65 percent place above-average demands on security.
According to the study, women rely primarily on practical experience. 39 percent opted for a provider that was recommended by friends or where their own experience was good. Men tended to focus on the best price-performance ratio.
