Consumers Diligently Research Major Purchases; Financing Plays Key Role

Consumers spend an average of 76 days in the research process when considering a major purchase. That bit of retail intelligence was among the findings from a recent consumer research study sponsored by GE Capital’s Retail Finance business. 

The survey and interviews, conducted by Rothstein Tauber, Inc., explored the shopping habits of more than 3,000 consumers nationwide who were in the market for major items such as appliances, electronics, floor covering, home furnishings, home improvements, jewelry, and lawn and garden equipment.

The findings indicate that consumers take a significant amount of time to plan and evaluate major purchases, with 61% starting with online research,” said Toni White, chief marketing officer of GE Capital’s Retail Finance business. “This major purchase study also validates that financing continues to play a key role in helping consumers make their buying decisions across every category.”

RESEARCH PROCESS FOR MAJOR PURCHASES

The results provide a clearer picture of the process consumers go through when considering a major purchase. Depending on the category, the length of time spent researching the purchase took between 38 and 115 days – more than two months on average. While the data represents the average major purchase experience, it is inclusive of shoppers who had a short decision cycle due to an urgent need to replace an item. The study also reveals the way in which consumers conducted product research and the role of payment options in their decision. Among the findings:

  • More than 60% of consumers begin product research online, but 89% made their purchase at a brick-​and-​mortar store.
  • Consumers, on average, visited two-​to-​three unique online retailers and two-​to-​three unique brick-​and-​mortar stores before making their purchase.
  • Nearly 70% of shoppers said their choice of payment options was made before they entered the store to make their purchase.

The insights from this research can help our merchants, both big and small, build better businesses,” adds White. “Based on these findings, merchants can re-​evaluate their sales training and marketing to better attract consumers and help them make informed choices.”

The GE Capital Retail Finance Annual Major Purchase Shopper Study represents the average major purchase experience. The data reflects recent purchases valued at $500 or more that were categorized by consumers as both an immediate need and a more considered want. Worth noting, there were some product category differences (i.e., appliance shoppers take less time to research the product and categorize their purchase as a “need.” The jewelry shopping process is more impulse driven and categorized as a “want.”)

[Source:  "GE Capital Retail Finance Annual Major Purchase Shopper Study."  5 Jun. 2012.  Web.  6 Jun. 2012.]