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Open for
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Channels & Purchasing Behavior
A Technology
User Profile Focus Edition |
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Overview |
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Over the past few years U.S. consumers have seen an increase in the
variety of ways that they can shop for and purchase technology products
such as PCs, printers, digital cameras, camcorders, etc. Consumers can
purchase many products direct from the manufacturer’s website, at a
retail store, from a specialty store such as a photo shop, and in
many other
ways. Many studies have quantified how many product units pass through
these channels each year, which helps to understand channel activity.
But what is often missing is the user perspective – who are these buyers
who purchase their PCs directly from a manufacturers’ website? Or the
people who purchase their printer at Target or Wal-Mart? What are the
factors that led to their purchase decision? Why did they buy from one
outlet and not another? Understanding the profiles of these buyers,
their buying influences and purchase drivers for tech products, as well
as where they shop and purchase tech products are key for companies
seeking to develop their long-term channel marketing strategies.
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This study focuses on consumer
shopping and buying behavior and distribution channels for technology
products and services. Based on original survey research, the study
addresses key areas such as where customers
shop for and buy technology products and services, online and offline
shopping and buying behavior, distribution channels for major product
type categories (PCs, printers, supplies, consumer electronics, etc.),
retailers such as Wal-Mart, Target and Circuit City, and online
retailers such as Amazon and eBay. |
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Benefits |
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It’s important to
understand channel
activity using a top-down approach, to understand vendor channel
marketing strategies and to determine which products are sold through
which channels. But taking a user approach allows us to truly understand
buying decisions by tying together three key pieces: technology
products, purchasing channels and outlets for those products, and the
user segments. For example, who are the people who purchase their PCs
directly online from a PC manufacturer such as Dell or HP, but purchase
their software at retail? What factors caused them to purchase their
software in this way? What are their buying influences? What user
segments do they represent (high-income households, households with
kids, etc.?) Or, taking a look at certain high-value user segments (such
as early adopters or households with kids), which products do they tend
to purchase in person vs. online? Who are the decision-makers, and what
shopping behaviors do they exhibit? Comparing Wal-Mart customers vs.
Target customers, which user segments do they represent? What are their
channel preferences for certain technology products? |
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This study is designed to be fully
representative of U.S. technology consumers in the U.S. The sample will
be selected and weighted to be fully representative, not a convenience
sample of enthusiasts. It will give a true understanding of technology
product ownership, attitudes, socio-demographics, purchasing behaviors
and influences, segment information, and purchasing plans. |
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Areas Covered |
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- User Demographics
- Buying behavior and channels
- Brand awareness and preferences
- Shoppers & buyers at retail versus
online
- Shoppers & buyers at specific
outlets: Amazon, Best Buy, Circuit City, Target, Wal-Mart, and
others
- Consumer attitudes
- Preferred shopping and buying
methods, channels
- High-value segments
- Online
Search
- Spending & usage by market segment
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Benefits of Technology
User Profile Focus Editions |
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Technology User
Profile Focus Editions are is based on the Technology
User Profile (TUP) approach of representative research, not a
convenience sample. TUP is steeped in technology history, and has been
conducted continuously since 1983. TUP’s coverage is broad, spanning
many technology products and services as well as user segments. For more
information about Technology User Profile, please visit
the TUP
Overview |
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Channels & Purchasing Behavior
A Technology
User Profile
Focus Edition |
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