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TWICE/Campaigners Poll: Price Is Main Factor For Tech Shoppers

5/23/2007 11:23:00 AM Eastern

El Segundo, Calif. — Price plays the leading role for consumers when making technology purchases, according to a survey conducted exclusively for TWICE by the market research firm Campaigners.

The survey’s purpose was to determine the most important factor for consumers before they buy technology products.

“Price” was the leading factor with 23 percent of respondents, closely followed by 21 percent who said that “quality” was the most important to them.

Marketers may be surprised that “brand” was a leading factor with only 11 percent of respondents.

In fact, recommendations from sales associates and products that were of the “latest technology” were both ranked higher, each No. 1 with 15 percent of respondents.

“Positive reviews” online, in magazines or in other areas were also seen as most important by 13 percent of respondents. Three percent named various other factors.

The survey was taken by 2915 consumers in national and regional CE stores from April 9-29.

Campaigners, based here, estimates that it has driven more than $3 billion in retail sales through its in-store sales training, market intelligence, merchandising, special events and mystery shop services. For more information, visit campaigners.com.

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