Consumers Prefer Service Over Price

About 2,120 consumers polled by Indiana University and KPMG
Stephen TaubDecember 29, 2000

Consumers making purchases prefer good customer service more than low prices and fast shopping when asked about the ideal shopping experience, according to a new study from Indiana University’s Kelley School of Business and KPMG LLP.

About 40 percent of the 2,120 consumers polled nationwide said access to knowledgeable, helpful and courteous salespeople is the key attribute when shopping for major appliances, furniture and lighting and more than one-third of the respondents shopping for groceries and health and beauty care products.

Many shoppers, however, qualified their comments by saying they only want sales assistance when it is needed and they would prefer not to have pushy salespeople.

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