UK CE shoppers becoming less cost conscious

In Industry News On

Consumers are beginning to value features as much as low prices when it comes to acquiring new consumer electronics, according to research into the shopping habits of the UK consumer from Gekko Field Marketing.

Cost consciousness across all shoppers has dropped by 7% on last year’s ‘Shopper Tribes’ study, with brand status showing a 5% increase. Gekko says that this indicates that shoppers are growing increasingly confident in retail, with cutting costs less of a priority than last year.

Electronics retailers now look for features as much as value for money Source: Gekko Field Marketing
Electronics shoppers now look for features as much as value for money
Source: Gekko Field Marketing

Cost consciousness also decreased in the electronics category, with 48% of respondents citing ‘value for money’ as their main reason for staying loyal to a brand, a 4% reduction from last year. In comparison, 47% of respondents prefer a ‘functional’ device which works well for them, and 22% shop based on brand alone. The research indicates that brands themselves are becoming more important to the electrical category, with both brand status and product function becoming more influential than price.

Shopping

Compared to retail as a whole, shoppers are far less cost conscious when purchasing electrical goods, rather they are more interested in function and brand status, the study claims. Brand loyalty is also very low in the electronics category, indicated by the low amount of ‘Habitual Shoppers’. Brands have the opportunity to capitalise on this change in consumer behaviour by supporting their products in-store. By extending their ATL campaigns in-store with merchandising, and by educating shoppers on the benefits of their products by using trained brand ambassadors, brands can guide shoppers through their in-store journeys, transforming them from shoppers into customers, Gekko adds.

You may also read!

Majority of UK businesses concerned over Delta variant delay

With Prime Minister Boris Johnson expected to announce an extension to UK lockdown restrictions this evening, in response to

Read More...

Hughes Electrical supports Great Yarmouth vaccination centre

People in Great Yarmouth will now be able to watch health promotion messages during the observation period after their

Read More...

Sony to develop sustainable packaging

Sony Group Corporation and Sony Corporation have developed ‘Original Blended Material’ an environmentally conscious and sustainable paper material made

Read More...

Mobile Sliding Menu

©2021 Innovative Electrical Retailing. Datateam Business Media Limited. All rights reserved.
Registered in England No: 1771113. VAT No: 834 8567 90.
Registered Office: 15a London Road, Maidstone, Kent ME16 8LY
open