Millard: Web Shoppers Looking For Value

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Millard Group Inc. said yesterday that a survey of online shoppers showed they are increasingly looking for value when they spend dollars on the web.


Sixty-seven percent of respondents said that value is more important to them now than it was five years ago. The results are part of Millard's quarterly online survey, which polled 12,700 people.


As for the merchandise that the respondents ordered, over 93 percent said items received were of high quality and 88 percent agreed that the purchase was a good value for the money spent.


While 84 percent said that the merchandise received met or exceeded expectations, Millard stressed that the 16 percent who said products did not meet expectations was troublesome.


"There still seems to be a disconnect between what the consumer thinks he or she is ordering from a Web site, and the actual merchandise," said Lilliane LeBel, director of marketing services at Millard.


Millard, Peterborough, NH, recommends that marketers monitor that issue and try to improve upon it.


The study was conducted online by Millard Group's marketing services division between April 9 and April 30.


Millard will conduct its next quarterly survey in early July.


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