Why Many Shoppers Like Small Firms

21 Apr

Although this is the era of huge retailers, many shoppers still like patronizing small companies — even though large firms account for most retail sales revenues.

As reported by eMarketer:

“U.S. consumers are choosing small businesses because of the personalized experiences they provide compared with larger businesses. According to April 2014 data from AYTM Market Research, personal service was the No. 2 reason US internet users preferred small businesses vs. large companies, cited by 52.7%. This trailed supporting the local economy (56.2%), but it led all other options by at least 23 percentage points. Lower prices did not play a huge role in choosing small businesses. In fact, 61.2% of respondents said they would pay higher prices to support small businesses.”

How much do YOU patronize small firms? Why?

US consumers are choosing small businesses because of the personalized experiences they provide compared with larger businesses. According to April 2014 data from AYTM Market Research, personal service was the No. 2 reason US internet users preferred small businesses vs. large companies, cited by 52.7%. This trailed supporting the local economy (56.2%), but it led all other options by at least 23 percentage points. Lower prices did not play a huge role in choosing small businesses. In fact, 61.2% of respondents said they would pay higher prices to support small businesses.
Read more at http://www.emarketer.com/Article/Consumers-Favor-Small-Businesses-of-Their-Customer-Focus/1010771#EboWWPlBKfOoduRI.99
US consumers are choosing small businesses because of the personalized experiences they provide compared with larger businesses. According to April 2014 data from AYTM Market Research, personal service was the No. 2 reason US internet users preferred small businesses vs. large companies, cited by 52.7%. This trailed supporting the local economy (56.2%), but it led all other options by at least 23 percentage points. Lower prices did not play a huge role in choosing small businesses. In fact, 61.2% of respondents said they would pay higher prices to support small businesses.
Read more at http://www.emarketer.com/Article/Consumers-Favor-Small-Businesses-of-Their-Customer-Focus/1010771#EboWWPlBKfOoduRI.99
US consumers are choosing small businesses because of the personalized experiences they provide compared with larger businesses. According to April 2014 data from AYTM Market Research, personal service was the No. 2 reason US internet users preferred small businesses vs. large companies, cited by 52.7%. This trailed supporting the local economy (56.2%), but it led all other options by at least 23 percentage points. Lower prices did not play a huge role in choosing small businesses. In fact, 61.2% of respondents said they would pay higher prices to support small businesses.
Read more at http://www.emarketer.com/Article/Consumers-Favor-Small-Businesses-of-Their-Customer-Focus/1010771#EboWWPlBKfOoduRI.99
US consumers are choosing small businesses because of the personalized experiences they provide compared with larger businesses. According to April 2014 data from AYTM Market Research, personal service was the No. 2 reason US internet users preferred small businesses vs. large companies, cited by 52.7%. This trailed supporting the local economy (56.2%), but it led all other options by at least 23 percentage points. Lower prices did not play a huge role in choosing small businesses. In fact, 61.2% of respondents said they would pay higher prices to support small businesses.
Read more at http://www.emarketer.com/Article/Consumers-Favor-Small-Businesses-of-Their-Customer-Focus/1010771#EboWWPlBKfOoduRI.99
US consumers are choosing small businesses because of the personalized experiences they provide compared with larger businesses. According to April 2014 data from AYTM Market Research, personal service was the No. 2 reason US internet users preferred small businesses vs. large companies, cited by 52.7%. This trailed supporting the local economy (56.2%), but it led all other options by at least 23 percentage points. Lower prices did not play a huge role in choosing small businesses. In fact, 61.2% of respondents said they would pay higher prices to support small businesses.
Read more at http://www.emarketer.com/Article/Consumers-Favor-Small-Businesses-of-Their-Customer-Focus/1010771#EboWWPlBKfOoduRI.99

 Click the chart to learn more.
 

 

8 Responses to “Why Many Shoppers Like Small Firms”

  1. Danie April 23, 2014 at 8:46 pm #

    I definitely agree with this study. I personally enjoy being a customer at smaller private owned stores and restaurants. I think that the service is far better and employees treat customers better because they rely on repeat business to survive. For example, I HATE going to the Apple store in Roosevelt field mall. They give you a number, treat you like garbage and if they can’t help you (and honestly they never can) they send you on your way letting the door not caring if you return or not. TERRIBLE service.

  2. Michele Moryc April 23, 2014 at 9:20 pm #

    Small businesses do not always have cheaper prices, but better quality and service definitely makes up for it. I also prefer privately owned stores and restaurants, because employees are more helpful and welcoming. Customer service often determines whether or not customers come back, and for most small business that is a priority.

  3. Sarah Carpenter April 24, 2014 at 1:21 pm #

    Just like what we talked about in class, small businesses have both positive and negative attributes. However, even when a local business has slightly high prices, the personal service and relationships formed from continued patronage make the prices worth it.

  4. Joseph Miraglia April 25, 2014 at 12:16 pm #

    I agree with this study as well. Smaller businesses have better customer service and social interactions. Although prices may be the same, or maybe slightly higher, people would pay a little extra for better service.

  5. John Harris April 27, 2014 at 10:32 pm #

    I agree with this study. Personally, I enjoy the feeling of going to a small business like a locally owned restaurant for example. The customer service is better and the food or products are of better quality than the large business owned products. Even if prices are higher, I would still go to a small business over a large company.

  6. Lauren Sarfati May 9, 2014 at 11:39 pm #

    I definitely agree with this article! I believe that most consumers get an all around better experience at smaller companies than the larger ones. Many times the larger company will have a cheaper item, but its quality will be lower than smaller companies. I currently work at a small clothing store in Garden City and you really get to know each customer one on one. Every customer who walks into the store, I believe, gets better service than if they were shopping at Forever 21(large company). We always have repeat customers and they that is a huge advantage that smaller companies have over the larger ones.

  7. Katherine Diamandis May 16, 2014 at 4:40 pm #

    I love small business compared to larger firms. I prefer to shop in the stores in my area. The service at the stores I shop in is just actually incredible. The second you walk in they greet you and once they see you have a lot of items in your hand they come up to you asking if you would like them to start a fitting room for you or if you would them to hold your stuff at the cashier so that you don’t need to carry all these clothes around with you as you shop. If you enter Bloomingdales or Macy’s, it could take you up to 25 minutes to just find someone that works there so that you could get some help. Along with the service being great, the quality of the clothes is 100% times better and along with that the prices are much cheaper than the prices at this bigger stores. I would prefer to shop at a smaller boutique/small over a large company any day.

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  1. Why Many Shoppers Like Small Firms | Marketing ... - April 21, 2014

    […] Although this is the era of huge retailers, many shoppers still like patronizing small companies — even though large firms account for most retail sales revenues. As reported by eMarketer: "U.S. c…  […]

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