The December 2005 issue of Consumer Reports includes the results of a survey of more than 18,700 Consumer Reports readers who bought a TV, digital camera, DVD/DVR player, camcorder, PDA, or audio equipment. Among the findings:
- The five Internet retailers at the top of the online store Ratings did a better job satisfying customers than most of the brick-and-mortar electronics sellers. Crutchfield, a catalog and Web site that had the best online information and navigability and great selection, received an exceptionally high score. Two online retailers, Amazon.com and JR.com, were perceived to have both low prices and wide selection.
- Among stores, expect trade-offs. None in the survey had low prices, a big selection, and great service. For example, warehouse clubs such as BJ's Wholesale offered low prices but had subpar selection and service. Ritz Camera scored tops in selection and service, but worst in price.
- Most big electronics chains, warehouse clubs, and mass merchandisers were beaten by local independent stores on overall satisfaction. The independents' prices and selection were only average, but they received top marks for service.
- The electronics world is changing. Specialty superstores, which became the place to buy electronics for their sweeping selection in the 1980s and 1990s, are now facing increasing competition from mass merchandisers such as Target, Wal-Mart, and Costco, where low price trumps service.
- Brand is becoming less critical, since technological improvements enable manufacturers to churn out low-priced copies of commodity products.
- The Internet has given consumers instant access to lower prices, plus all the model-specific details, specs, and other info they desire. Consumers use the Web primarily as a research tool, making most purchases at walk-in stores.
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