Google India, in association with Netpop Research Llc, carried out research to understand the role played by search engines in purchase decisions made by respondents in five retail product categories: media and entertainment, home décor, apparel, electronics and sports equipment.
The report showed that online sources are used to help decide 78% of all retailproduct purchases, typically in conjunction with offline sources. Even among products purchased in retail stores, purchasers spend almost as much time researching online as in stores. The report outlines the role played by online sources and underscores the need for greater investment in online marketing initiatives by retailers. The report also highlights the fact that Indian shoppers rely on search engines, manufacturer websites and other online sources more than store/distributor websites when researching online, making a case for retail store brands to do more to leverage their brand equity online
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