The survey cited proves that convenience is more important than the price. So what does this mean? Consumers are time-starved and money rich.

According to the survey results, more than half of American consumers (62%) do not bother to compare prices at even two land stores before making most of their purchases. However, the survey revealed that of those who researched and decided to purchase a particular product on the Internet, 64% would consider purchasing a competitive product if they received a direct response offer of 15% off a comparable brand. Via eMarketer

The key conclusion from this research is that when users had who had researched and made a decision to buy could be influenced to consider a competitive product if the offer was right. Check out the details to learn more.

Caution must always be used whenever discounting is considered as a marketing strategy. You have to make sure that you really know your customer and the buying patterns to avoid giving away profit unnecessarily.