analysis, prices have been the most important element for respondents. In gen-eral, people do not want to purchase expensive products, however they want good quality. Taking this into consideration, if a store can offer decent prices and good quality, it is likely to garner more customers. It is also important to note how product variety was important to these respondents. When it is broad enough, it could attract more purchasing customers and increase customer loyalty. How-ever, many current customers are satisfied with Backstage Rock Shop’s product selection. Thus, after visiting the company website it could be possible these re-spondents could find products they want to purchase.
One person answered survey number two even though they have already been a customer of Backstage Rock Shop. This individual informed that they have made a purchase at least once. In other words, they might have responded to the wrong survey by accident. Additionally, as both surveys do not collect any identi-fication from respondents, it is not certain if some individuals have answered to both surveys.
finding an interesting product, they will visit different websites to gain more infor-mation about alternatives. Some of the interviewees also rely on reviews along with recommendations from their friends and family. It seems like most individuals will visit Amazon’s web page regularly while trying to find more options for pur-chase.
As with both surveys, quality along with prices are important for these eight re-spondents. All of them informed they generally search for prices to get the cheap-est option before making their purchase. Thus, they will visit multiple different platforms to ensure the best offer. This finding suggests that also interviewees want to have the best quality with a low price. Hence, it could explain why the majority want to check alternatives from Amazon as their goods are seen as trust-worthy. However, it should be noted how few respondents were also interested in second-hand options as they want to have more sustainable options. Gener-ally, recycled products are generally sold cheaper than unused goods which could indicate why some choose to buy them.
All respondents agreed they usually tend to research high-involvement goods the most. The higher the price, the longer they will gather information and consider their options. Interviewees said they usually research electronic goods the most as these products are quite expensive. Thus, it makes them an important invest-ment for most customers. Clothes were also one of the examples which are thor-oughly researched before making a purchase. Good quality and price ratio are important for many. Some respondents were also interested in how and where these items are made as sustainability has become a popular topic among con-sumers.
Respondents choose to shop online because it is convenient for them. Most of them like it if they already have an account with a webstore because it makes the order process a lot easier. If the order along with the return process could be done without too much work, customers tend to return. Also, online stores aim to attract customers with different promotions and discounts. Delivery costs were
also important for interviewees as many of them chose web stores where they could get it for free or at a low price. On the other hand, even with low delivery costs, respondents were cautious about making a purchase from an unknown online store. If, for example, customer service contact information is not easily found, they would want to avoid using that company. In addition, possible delivery problems together with negative feedback from other customers can affect will-ingness to buy. Thus, respondents would also search information about the com-pany itself and not only about their products.
Majority of interviewees informed they have bought band goods. Usually, they bought them after a concert which makes the purchase decision to be more spon-taneous compared to buying online. It might be due to wanting to have a physical memory of a band in addition to videos and photographs. Buying band merchan-dise is also one way to support them. However, sometimes respondents wanted to do more research, they would visit for example EMP’s webstore and make a purchase from there.
When interviewees were asked about the differences between German custom-ers compared to other EU nationals, there were a few converging factors. For example, many informed consumers seem to be quality oriented. This could be deducted from the previous replies because many of the interviewees have in-formed it is one of the aspects they research of products. It seems like short de-livery times are important as well, although some informed that they can wait longer for their products if delivery cost is cheaper. Good customer service is also highly valued by German customers. They usually prefer to handle enquiries in their native language to reduce any misunderstandings. Replies should be done promptly, without forgetting politeness. If there has been an agreement about for example schedules, these should be complied with to keep up with customer’s trust.