How consumers search for information online: A focus group investigation

Research on Internet usage focuses on enjoyment, fun and service encounters provided most focus group participants with pleasurable experiences. However, in this exploratory research four focus groups were conducted to determine other factors. Recruits came from a mixture of undergraduate marketing students, as well as a broader cross section of the older population. It was expected that all participants had used the Internet to surf, but not necessarily used the Internet to purchase. The findings of these focus groups were that price important. Participants felt that prices should be lower on the Internet, and that E-tailers should be more price competitive. E-traders were more trustworthy if they carried a name and brands that consumers knew, and inconsistencies were found between the literature and focus group findings regarding branding. Branding allows benefits for both consumer and brand and is strong amongst online communities.