Where do you do your purchase research?
Posted by: Cal on 30/05/2013
Where do you go looking when you're thinking about buying a car? How about a stereo? Or cereal?
A recent study by Roy Morgan Research sought to find out the answers to these sorts of questions.
The results are best framed in the context of a heavyweight championship boxing event.
In the blue corner, we have the traditional sales catalogue - the older of the two contenders, yet not without a few tricks still up its sleeve.
In the red corner, the hot new talent causing all the hype - the internet!
So how did our two competitors fare?
First up, new and used cars were on the agenda. Study participants were asked where they would start looking for a vehicle to purchase.
More than half (52 per cent) said the internet would be their first choice when starting research on a used car purchase, and 46 per cent were of the same opinion for a new car.
By contrast, just 4 per cent (new car) and 1 per cent (used car) said that catalogues would be useful for this purpose.
The situation was similar for real estate (48 per cent: internet; one per cent: catalogues) and home loans (47 per cent: internet; two per cent: catalogues).
The catalogue wasn't down and out, however, as it came up trumps over online shopping research for groceries, toys, cosmetics and alcohol.
In fact, Roy Morgan general manager - media and communications George Pesutto in effect said that the internet couldn't yet be named the champion marketing medium.
"While online shopping is undoubtedly here to stay, many Australians, when in that purchasing frame of mind, still prefer to leaf through a printed catalogue, especially for smaller items like clothes and groceries," he said in a May 28 statement.
At the end of the day, it all comes down to whichever medium makes it easiest for consumers to find and purchase what they need.
If you were to survey Tyreright customers, it would become clear pretty quickly what their preferred method of buying tyres in Australia is!
We've made it so easy to buy tyres online that we can't stop shouting it from the rooftops much like an over-excited boxing promoter..
With our online ordering system you can select tyres ahead of time, pay for them over the internet, and then book in a fitting time that is convenient for you.
Now that's knock-out service!