Study reveals brand is more influential than price when business buys technology on the Internet.
The study, The Impact of Brand Names on Internet Purchasing , shows that regardless of whether buyers are purchasing desktop PCs, storage products or networking hardware, those who buy over the Internet consistently place greater value on the manufacturer's brand image than those who purchase through other channels. Reality researchers say this implies that Internet buyers are purchasing brand names that communicate a sense of long-term relationship and high levels of customer care. The Impact of Brand Names on Internet Purchasing is based on interviews with 1,225 business buyers of computer products conducted between September 1999 and January 2000. Respondents were highly qualified, with the majority holding IT positions at the director-level or above. It also offers highly responsive survey and inquiry services, and flexible database services.