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Customer Service is Deciding Factor for Female Consumer Electronics Purchases, According to Study by Good Housekeeping Institute (31/1/2006)

Most Women Seek Customer Service, Clear Understanding of Product When Considering Technology Purchases

A new survey by the Good Housekeeping Institute revealed that customer service is the top priority, outweighing brand and price, among female consumers looking to make a technology purchase. Only 12% of those surveyed reported feeling satisfied with the personal service or assistance they received when shopping for consumer electronics, and 85% of respondents indicated that customer service is important before, during, and after the point of sale. Approximately 1300 respondents (96% of them female) participated in the study, which was conducted online by Fairfield Research, Inc., on behalf of the Good Housekeeping Institute.

With 90% of those surveyed reporting concern that their choice of product will not deliver the benefits they need most, a majority of women (71%) are visiting stores and Web sites to learn about available options before making a decision in this crowded marketplace. Still, these women are most often making their actual purchases at mass market retailers (54%) and electronics stores (52%), where they consider the customer service experience as the key purchasing factor, trumping the importance of brand and even price. Learning about products through a company Web site or brand led as the preferred method among respondents (32%).

The study found overall satisfaction with the shopping and purchase experience was highest among mass market retailers, such as Wal-Mart and Target, and electronics stores including Best Buy and Circuit City. Respondents were most satisfied (48%) with personal service and assistance at electronics stores and least satisfied with customer service at department stores, office stores, and the Internet.

A complete summary of the report, as well as a full list of products that have earned the Good Housekeeping Seal can be found online.

www.GoodHousekeeping.com