Big consumer products companies and Madison Avenue ad agencies are obsessed with branding. But a new study from Duke University shows that, surprisingly (at least to me), consumers shopping online are not influenced much by brands.
According to the Duke survey of online shoppers, 16.8% are looking for a low price vs. only 6.6% care about the brand. Quality is the most important factor in online product selection, cited by 31.0% of those surveyed. Also important: service (17.9%) and trust (18.7%).
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Source: eMarketer, 3/4/14