Consumer study: What is trust - and how has the recession affected it?by
New research from Shoppercentric reveals the impact of the recession on customer trust. But what do shoppers themselves define as 'trust'? Danielle Pinnington reveals the findings.
- Ambience; consistency; familiarity; convenience; customer/staff service; corporate responsibility; promotions; individuality / uniqueness; quality; word of mouth; speed/efficiency; transparency; and value for money.
- Redundancies or cuts in salaries/hours are forcing shoppers to re-evaluate their store / brand choices on the basis of budget constraints
- The desire to be more prudent in their purchase choices means shoppers are considering new stores or new products
- 64% of shoppers would use word of mouth
- 37% would use on line reviews
- 31% would refer to press reports
- 22% would refer to consumer review magazines
- 46% of shoppers would refer to the company website
- 36% would reference TV advertising
- Corporate integrity: which relates to corporate responsibility, staff/supplier treatment, transparency, consistency and heritage
- Tangible delivery: which is about the business’s ability to meet the shopper’s individual needs and expectations during the purchase process
Danielle Pinnington is managing director at Shoppercentric, an independent agency specialising in shopper behaviour research.