INMA_A01.QXD

But, for other types of products, existing brand preferences appear to be more important:


Clothing/accessories, 22%


Computer hardware, 21%


Garden/DIY products, 17%


Home furnishings, 6%.

The survey also suggested that experienced Internet users were more likely to switch

brands (52% agreed they were more likely to switch after researching online) compared

to less-experienced users (33%).

Of course, the likelihood of a consumer purchasing will depend upon their knowl-

edge of the retailer brand or the product brand. Figure 5.8 shows that many customers

will still buy an unknown manufacturer brand if they are familiar with the retailer

brand. This is less true if they don’t know the retailer. Significantly, if they don’t know

the retailer or the brand, it is fairly unlikely they will buy.

CHAPTER 5· THE INTERNET AND THE MARKETING MIX

Figure 5.7Changes to brand perception and behaviour as a result of using the Internet

for research

Source: BrandNewWorld (2004)

I changed my mind about a brand I was going to

buy and switched to a different brand

42

I decided not to purchase a

certain brand or make

43

I came across a new brand, which

I then bought (anywhere)

45

I came across a new brand, which

I was not aware of before

53

I look more favourably on certain brands 56

0 10203040

% who agree that as a result of using the Internet

50 60

Figure 5.8The influence of brand knowledge on purchase. Matrix for question ‘I will buy

a product if ...’

Source: BrandNewWorld (2004)

90%

Yes

Yes

82%

No

Yes

54%

Yes

No

13%

No

No

I am familiar with the product brand

I am familiar with the retailer

When buying online, I will buy a product if...