Direct Marketing: Time Starved Consumers Prefer Convenience

Filed in archive Marketing on January 5, 2007

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.