Tuesday December 10, 2019
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Consumers Can Make Better Shopping Decisions Using PCs

While mobile friendly presentation improves visibility, it reduces the amount of information and causes consumers to make decisions that are less consistent with their preferences

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Consumers will find the information more difficult to view on mobile devices, but their decisions will be more accurate while Using PCs for Shopping. Pixabay

Researchers have found that consumers may make better shopping decisions using their PCs rather than smart phones or other mobile devices.

This study differentiates between screen size and information reduction, which are often mixed up.

“The issue is not actually screen size, it is actually the fact that sites adjusted for mobile viewing reduce the information offered on the results page and require more digging around in the site for information,” said study researcher Lior Fink, from the Ben-Gurion University in Israel.

“Sites adjusted for PC viewing give more information right up front,” Fink said.

In 2018, phones accounted for 47 per cent of traffic to online stores and 36 per cent of sales according to Adobe Analytics.

“Most e-commerce providers use ‘responsive web design’ to adapt the presentation of information to the device used,” Fink explained.

“While mobile friendly presentation improves visibility, it reduces the amount of information and causes consumers to make decisions that are less consistent with their preferences,” Fink added.

From a pure decision-making perspective, the study shows it is better to simply present the same information irrespective of the device used.

Consumers will find the information more difficult to view on mobile devices, but their decisions will be more accurate.

For the study, researchers conducted two experiments in the ‘Mobile Behavior Lab’ focused on choosing a fictitious hotel room among 11 room options.

Participants viewed the information either on a PC or on a mobile device.

They viewed eight informational features about each room option on the PC display and only three on a mobile display.

While all the information was available in both displays, it was more readily available on the PC display.

The assignments to a specific device and to a specific display were independent of each other.

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Researchers have found that consumers may make better shopping decisions using their PCs rather than smart phones or other mobile devices. Wikimedia Commons

The experiments showed that when the same information was presented on both screens right up front, equally accurate decisions were made.

As a result, the research showed that participants made decisions that were less accurate and less aligned with their preferences as a consequence of the mobile display but not as a consequence of the mobile device.

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Whether it is selecting a hotel room, a new outfit or a new television, the researchers believe that shoppers will have a more accurate shopping experience in line with their preferences using a PC rather than a mobile friendly format.

The study is scheduled to be presented next month at the International Conference on Information Systems. (IANS)

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Sellers Independently Set Their Prices on Our Platform and We Don’t Interfere: Amazon India

Amazon has more than 50 fulfillment centres in the country and provides several other facilities to the sellers

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Amazon
Amazon has the largest storage space -- 260 million cubic space available for any seller to use. Sellers continue to use Amazon's facilities so that they do not have to do the operational logistics to ship the product. VOA

Discarding allegations of deep discounting and predatory pricing, a top Amazon India executive on Monday asserted that sellers set their prices independently and the platform follows government rules very carefully in the country.

“Amazon is a 100 per cent pure marketplace in India. Sellers set the prices on their own. We do not interfere there at all,” Gopal Pillai, Vice President, Seller Services, Amazon India, told IANS in an interview.

“We have provided the tools and system needed for sellers to manage their business in an effective way,” he added.

The assertions come at a time when the Confederation of All India Traders (CAIT) has approached the government for its intervention regarding the “deep” discounts offered by e-commerce majors like Amazon and Flipkart during festival sales.

CAIT alleged that the two e-commerce majors flouted the norms for the foreign direct investment (FDI) by carrying out festival sales.

Following the complaints, the Department for Promotion of Industry and Internal Trade (DPIIT) sent questionnaire to Amazon and Flipkart over their adherence to the FDI norms. The responses sent by the e-commerce players are reportedly under examination by DPIIT.

“We follow government rules very carefully. We have been compliant… so we do not see anything to discuss there because we take compliance very seriously,” Pillai said.

“We started with 100 sellers six years ago. Today, we have more than 5.5 lakh sellers in India. Businesses continue to grow across the board,” he noted.

Amazon
Discarding allegations of deep discounting and predatory pricing, a top Amazon India executive on Monday asserted that sellers set their prices independently and the platform follows government rules very carefully in the country. Pixabay

In 2019, Amazon India launched close to 1.6 lakh sellers.

“This year alone, we were able to produce more than 18,000 millionaires and 3,500 crorepatis in the country,” Pillai informed.

Amazon India on Monday also announced that it would organise the second edition of its “Small Business Day” on December 14.

The event will offer customers the opportunity to discover and purchase unique and hard-to-find products from start-ups, women entrepreneurs, artisans and weavers under its various programmes such as Amazon Launchpad, Amazon Saheli, Amazon Karigar as well as enjoy other deals and offers extended by lakhs of SMBs and MSMEs .

“Amazon Karigar as a programme has more than 8 lakh artisans and weavers. Amazon Saheli has 30 partners and more than 2 lakh women entrepreneurs participating in it. Amazon Launchpad has more than 900 brands with more than 200 brands being crorepati sellers,” Pillai said.

Amazon India said it will organise e-commerce awareness workshops in five different clusters in the country in partnership with the Confederation of Indian Industry (CII). These workshops will guide how small and medium sellers can get online, what are steps to follow, etc.

“We are the largest marketplace in the country and we have been having more sellers and more selections consistently. We make sure that our experience on mobile is good, our website experience is seamless and we also focus on vernacular experience so that we can have sellers coming from every part of the country,” he elaborated.

Amazon has more than 50 fulfillment centres in the country and provides several other facilities to the sellers.

Amazon
Amazon India said it will organise e-commerce awareness workshops in five different clusters in the country in partnership with the Confederation of Indian Industry (CII). These workshops will guide how small and medium sellers can get online, what are steps to follow, etc. Pixabay

“We have the largest storage space — 260 million cubic space available for any seller to use. They continue to use our facilities so that they do not have to do the operational logistics to ship the product. Our backhouse can do it.

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“Similarly, we also have service provider network where we have 700 service providers across 100 cities and they continue to provide services in imaging cataloging and everything else. We have a lending marketplace through which sellers can get loan from Rs 50,000-Rs 5 crore with a very competitive interest rate,” Pillai said. (IANS)