- THE MAGAZINE
In fact, nearly 60 percent indicated that "about half" to "more than half" of their selection research time is conducted on the Internet. Further, more than half, 53 percent go directly to the manufacturer's Web sites to learn about the equipment.
The study was commissioned by Powr-Flite , a leading manufacturer of floor care equipment and other professional cleaning tools. It was conducted by AlturaSolutions Communications, a Chicago-based communications firm for the professional cleaning industry.
As to actually buying online, 32 percent indicated that none of their floor care purchases or decision making are done online but nearly 68 percent indicate they do purchase floor care equipment online one-third to one-half the time.
"We also wanted to know why end users select floor care equipment online and why they do not purchase online," says Gary Pelphrey, general manager of Powr-Flite. "The two key reasons the respondents said they purchase online were for the convenience (25 percent) and [to make] price comparisons (23 percent)."
Other key reasons for purchasing online according to Pelphrey were these:
- [Better] product selection: 16 percent
- Better pricing: 18 percent
- More product information: 14 percent
- Shipping costs: 23 percent
- Concerns about returning the merchandise: 21 percent
- Delivery concerns (timely deliver, damaged merchandise, etc.): 16 percent