High street savvy or sloppy shopper? - 20 December 2004
UK consumers are more prudent when choosing a £200 television than when installing a £2,000 central heating system, according to a study* released today by Yellow Pages.Yellow Pages commissioned the study to determine people’s habits when undertaking work at home such as having central heating installed. It has now teamed up with the Department of Trade and Industry (DTI) to provide new consumer advice within specific business classifications to build on existing tips already featured in the directory.
The study found that whilst about two-thirds of consumers would check the refund policy on a purchase such as a suit (60 per cent) or a television (64 per cent), only 41 per cent would check the insurance status of a tradesperson employed to work in their home.
Further findings showed that consumers shopping for a £200 suit make more comparisons – obtained from an average of 3.7 stores – than those purchasing a £2,000 central heating system, who would obtain just 2.3 quotes.
In addition, only 53 per cent of those questioned said they would check tradespeople for membership of trade associations and fewer still – just 41 per cent – ask for references and follow them up. More than a quarter (27 per cent) admit they usually pay cash upfront for a job and more than one in five (21 per cent) simply opt for the cheapest quote.
The study also found that while only 16 per cent of consumers would purchase a new suit without trying it on first, nearly one third (32 per cent) would choose someone to fit a central heating system solely on the basis of their availability to start work immediately.
Richard Duggleby, head of external relations at Yell, publisher of Yellow Pages directories, said: “Most of us would much rather spend time shopping around for clothes than for a new central heating system – a purchase which actually needs careful, detailed thought and research. The new consumer advice from the Department of Trade and Industry is incorporated into relevant sections of the Yellow Pages directory and aims to give people further guidance.”
* NOP World shopping habits study. A representative sample of 1007 adults across the UK were interviewed in November 2004.
