Convenience beats Discount Mentality on the Web
nextpractice-study: leisurely shopping expeditions replace the bargain hunting online
Bremen. Goodbye discount mentality: a study of the Bremen-based research- and consulting firm, nextpractice, has revealed that, on the Web, the leisurely shopping expedition progressively replaces the focus on price. “On the very sales channel that has made the price comparison so popular, bargain hunting loses attractiveness,“ Professor Peter Kruse summarizes the surprising result. “Particularly for consumers with above-average online-shopping frequencies, price only plays a subordinate role.“ This even applies to fundamentally price-sensitive categories such as home electronics.