On first glance its easy to think that the web drives prices down. However, a new study on Internet pricing shows that the ability to find products online easily???particularly niche and obscure products???is nearly ten times more important than price alone when it comes to shopping online.
Consumers are less particular about price if they can find that special something which may be difficult or impossible to purchase otherwise. “People do save money by going on line, but when we compared lower prices to greater choice, we found that the value to consumers of having the extra choice was 10 times greater than the value from price alone.
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