Survey Shows Price Most Important

[LibertyOptics]

NPD: Most shoppers say price has to be right before they shop
April 25, 2012


PORT WASHINGTON, N.Y. — Price trumps sales and special deals, customer service, and convenience as a factor in deciding where to shop for the majority of U.S. consumers, according to a survey by The NPD Group.

NPD’s The Economy Tracker, a monthly monitor of consumer sentiment about the economy and spending, found that in the most recent survey, 85% of U.S. consumers said that price will be an extremely important/important factor in deciding where to shop in the near future, 10% more than those who feel sales and special deals are extremely important/important.

By income, 87% of those in the household income bracket of $25,000 to $50,000 selected price as extremely important/important, 85% in the $50,000 to $100,000 income bracket, and 82% in the $100,000 plus bracket,.

Seventy-nine percent of young adults, 18 to 34, 86% of 35 to 44 year-olds, 88% of 45 to 54 year-olds, 89% of 55 to 64 year-olds and 86% of 65 and older said that price was extremely important/important.

“Shoppers are now savvier when spending money. They have new ways of gauging the marketplace – they can compare prices on the Web while at home or while standing in a brick-and-mortar store with their smartphones,” said John Deputato, senior VP advanced analytics at NPD. “We certainly have moved to a time of calculated consumption for shoppers… and price has come to the forefront of the purchase decision.”

 

[desertrat1979]

Re: Survey Shows Price Most Important

In the last year our "household" income has been reduced about 30% from the wife being out of work, and paycuts at my job. Gas increases, utility increases, all have had an impact on my financial purchases. So yes, that article is definately accurate. At least in my case. I am now in the 25-50k bracket, 2 years ago I was just able to squeak into the 50-100k.


Nowadays, I dont know anyone who has a whole lot of "disposable" income.

 

[Ol' RD]

Re: Survey Shows Price Most Important

Don't let anybody kid you. I don't care what you make a year, there AIN'T no such thing as "Disposable" income. It's income you "Choose" to spend.

 

[noahmercy]

Re: Survey Shows Price Most Important

This survey only looks at part of the picture. Look at the stock prices for The Home Depot. Compare them from when Bob Nardelli was in charge and did everything he could to cut costs to now when the major focus is on customer service. Stock's gone up from around 17 bucks to over 50.

Amazon has forced smart companies to keep prices low and offer something the consumers can't get online...helpful and friendly human beings. The retailers who ignore this combination in favor of low prices <span style="font-style: italic">only</span> are going to go away in the next few years.

 

[High Binder]

Re: Survey Shows Price Most Important

The consumable inflation rate is at 9% which is the more important inflation rate to those of us in the middle class. I buy a lot online and price shop for everything.

 

[Bryan27]

Re: Survey Shows Price Most Important

<div class="ubbcode-block"><div class="ubbcode-header">Originally Posted By: High Binder</div><div class="ubbcode-body">The consumable inflation rate is at 9% which is the more important inflation rate to those of us in the middle class. I buy a lot online and price shop for everything.</div></div>

+1

I used to be a big fan of buying locally and still do when it's the right choice, but so many retail stores either just can't or just won't compete with online prices. I have walked into a store with an online price from one of their competitors and given the opportunity to make a sale and some of them just refuse to get outside of their business model and accept a smaller profit in the name of actually making A profit. Reminds me of the book "Who moved my cheese?"... The state sales tax doesn't do anything to help the retailers compete, especially in TN with their 9.25% sales tax on everything. I buy more and more online and pretty much price shop everything. Even if I can get the same price locally, it usually makes sense to buy online when so many places offer free shipping and no sales tax.

 

[LibertyOptics]

Re: Survey Shows Price Most Important

Interesting comments, fellas.

Every year from 2003-2011, our business has grown. For 2012, we are behind projections/expectations. Why? Is it strictly price? I'd like to know.

Sure, I'm not easy to get ahold of nowadays on the first ring (phone calls stack up quickly) and our website is not the model of "cool", but I still spend hours a day on the phone and answering emails and PMs, trying to provide the best and most knowledgable customer service I can, but if times have changed to the point where it's all about the bottom dollar, I can certainly adapt.

Of course I enjoy communicating with every one of you, it's what I do. But if I'm spending all this time with you ("you" in the broad sense, not referring to the Hide members here) only to have you price shop to the lowest possible price, then the business model may need modifying.

All I read is that the firearms business is booming, Ruger stops taking orders because they can't keep up, and we are under-achieving right now. No question, the number one difference from last year is losing Premier. That has had the expected effect on total sales. That has been a hit. However, factoring that in, we are flat right now. That is unacceptable to me. Is it because everyone is tapped buying firearms? Or is the business going to Amazon.com? Or to Cabelas/Midway/Natchez? Or does LO need to change?

You guys have been huge for us. I am open to any and all suggestions. This is like a shareholder conference call for me. My mind is open and you have my attention.

Thanks,

Scott

 

[High Binder]

Re: Survey Shows Price Most Important

Scott, personally I've put all my "gun" money into acquiring "scary" guns (guns that will be the first to be banned) along with high-cap mags and ammo/reloading components. My thinking is that in the months leading up to the election and especially if a second term comes the aforementioned will be scarce and expensive. I've noticed the prices of guns/ammo/components going up already and we're six months from the election. Things like scopes/bolt-guns/revolvers/etc. will be around (at least a little longer) and available regardless of the election results so I have no drive to buy up these things. I suspect a lot of people share my feelings/thoughts on the matter and may be why you've seen lack-luster sales.

 

[LibertyOptics]

Re: Survey Shows Price Most Important

<div class="ubbcode-block"><div class="ubbcode-header">Originally Posted By: High Binder</div><div class="ubbcode-body">Scott, personally I've put all my "gun" money into acquiring "scary" guns (guns that will be the first to be banned) along with high-cap mags and ammo/reloading components. My thinking is that in the months leading up to the election and especially if a second term comes the aforementioned will be scarce and expensive. I've noticed the prices of guns/ammo/components going up already and we're six months from the election. Things like scopes/bolt-guns/revolvers/etc. will be around (at least a little longer) and available regardless of the election results so I have no drive to buy up these things. I suspect a lot of people share my feelings/thoughts on the matter and may be why you've seen lack-luster sales. </div></div>

Sounds logical to me, and if true does make me feel better.

 

[desertrat1979]

Re: Survey Shows Price Most Important

Scott,

First off, you are an outstanding individual for keeping an open dialog to your consumer base. Its very encouraging to see that you are willing to adapt to suit your customers.

You are, however, only addressing a portion of the whole. Most of your consumers are one of the two. New owners to firearms, someone who is starting out in the sport/practice of shooting, and they the ones who need the best impression made on them. They purchased their first firearm, and want to get optics and accessories for it. So, they choose LO and are pleased with the service, and they turn into the other group.

The second group, will be return customers. They feel obliged to use your services since you did well for them in the past. When they want to upgrade, or add another firearm to their collection, they will return to your services as they were satisfied in the past.

I see the point you are trying to get at. With buisness in firearms sales going up, you are not seeing the increase in your sales. That could be in part to a new firearm owner's lack of knowledge, the amount of competition, better advertising. You have done well here simply by word of mouth advertising, but you may want to look into other ways of getting your name out there. I have no idea if you are a member of any other forums, but I have seen a couple other vendors on multiple forums.

Personally speaking, there is a specific set of criteria that needs to be met for me to purchase from a specific vendor.

1. I need to have the money and be willing to spend it. There isnt a more direct impact on the market than people not being in it.
2. Service. You and a few other vendors have met the standards of customer satisfaction. That alone puts you on the list of who I am willing to utilize.
3. Price, see #1, as it has a direct impact on what I am willing to spend. Like you said, in some cases, it does come down to the bottom dollar. Not a single dollar, mind you. In a lot of cases, a couple dollar diff is not going to sway me if I have dealt with a vendor positively before. In past purchases I have chosen another vendor over the ones I would regularly use simply because they had a sale that was a considerable deal, or I just wanted some variety.

So, I dont think its a question of changing. More like keeping up with competition, and putting an edge over it. Looking around just the Hide, there is a lot of advertising with other vendors. Perhaps getting with some of the firearm training facilities, gun vendors, and other facets of the firearms industry are a good way of reaching new clients, and expanding. Its all a chain reaction. Hell, I never heard of SWFA until a magazine I read did a rifle build using one of their SS scopes. Then, once that word got out, they really blew up. PR does have a profound impact in the consumer market.

 

[Bryan27]

Re: Survey Shows Price Most Important

Scott,

While I still price shop when I buy, especially on something expensive, customer service plays a big part in my buying decision. I've never bought an optic from you for no other reason than I haven't bought ANY optics since knowing about LO. Your reputation is of a high caliber here on the hide and that holds a good deal of merit with me. When buying a high end anything, customer service is a major factor as if anything goes wrong with a $3000 scope the customer is at the mercy of the vendor/manufacture in getting it resolved. With that said and me just being honest, I would price shop you. Price is not the ultimate deciding factor, but it is up there with customer service. When I price shop on what is to me a major purchase I'd look at the whole picture of the deal. You'd have a decided advantage over buying local due to sales tax, almost $300 worth of advantage in my case. So comparing yourself to other out of state vendors it would come down to the total package of the deal. Lowest price doesn't always win. One thing I learned growing up in the car business is that it is more profitable and more productive to sweeten the deal with merchandise than it is to lower the price. You may already be doing so, I don't know, but if you are considering dropping your prices to capture market you may want to try holding onto your price and sweetening the deal to your customers with merchandise. Stuff like quality rings, bases, lense covers, even throwing in some advertising merchandise like a t-shirt and a hat. If I were choosing between LO and one of your competitors and you came in $150 higher on a scope, but included a high quality set of rings and a t-shirt or whatever the "package deal" entailed, I'd see more value int that than I would in saving $150 that I'd end up paying for to buy the same rings. It would also save me the hastle of figuring out the what rings to buy, what base to buy, what lense cover to buy, what "insert scope add-on here" to buy, you are the expert, not me and it would make buying a scope that much easier for your customer. You probably handle more scopes in 1 week than I'll handle in a lifetime, you know what features someone may want that they don't even know exists, you know what others have purchased that do the same type of shooting...I see value in that above $100-200 in price difference. BUT, information is out there for free all over the internet and I'm sure you've helped many people who just took the information you gave them and bought from the lowest priced vendor they could find. I'd say give package deals a try if you haven't already and see if that helps your business, you could try "monthly specials" on different merchandise to include and see what works. With something like that, yeah, I'd still price shop you, but if you were at $3200 on a scope and included quality rings/base/lense covers I'd take that in a heartbeat before buying from a competitor for $3000. Free shipping is another one of my deciding factors, don't know if you do it, but it is one of the factors I look at. Just my 2 cents.

 

[High Binder]

Re: Survey Shows Price Most Important



Coincidently, Consumerist just posted this story 2 mins ago.

<div class="ubbcode-block"><div class="ubbcode-header">Quote:</div><div class="ubbcode-body">Survey Says Millennials Ditch Brand Loyalty In Search For Lowest Price
By Mary Beth Quirk on May 1, 2012 3:00 PM

Who has time to keep up with which brands are the coolest when you're trying to make ends meet? That's how millennial shoppers — those between the ages of 18 and 34— are feeling, according to a new survey. Doesn't matter what the name on the styrofoam cup of high-sodium soup says, as long as it's cheap and edible.

In a survey done by WSL Strategic Retail, 25% of millennials say they don't have enough money to cover even their basic needs. When you get to the 35-54 age group, only 17% say the same, and 13% are having a rough go over the age of 55, reports the Chicago Tribune.

Because of that struggle to make ends meet, it seems millennial shoppers just don't give a darn about which brands they're buying, and instead are focused on hunting down the lowest prices. <span style="color: #CC0000">The survey found 80% of nearly 2,000 respondents think it's vital to score the lowest price, and 60% will choose a cheaper item over their favorite band.</span>

In order to score the best deals on ramen and other life necessities, 57% research products online for discounts before shopping, and 63% stick with brands and stores they know they can afford. So that's kind of like brand loyalty?

http://consumerist.com/2012/05/survey-sa...west-price.html
</div></div>

^^ So maybe you've got speculators like me doing a lot of 'rainy day' shopping and perhaps others (as seen above) opting for cheaper/lesser scopes.

 

[Early Cuyler]

Re: Survey Shows Price Most Important

I really like Bryan's idea of doing "package deals" including scope covers and possibly rings. The only downside to including rings is everybody's needs will be different based on base, barrel contour, etc. But I'm always kind of hesitant when I measure my scopes for them myself without testing.

My primary concerns are customer service and price. I've been burned trying to get an issue fixed after trying to save money and will not do that again. But at the same time if LO and Euro Optic and Sport Optics, etc. all offer comparable service, I'm going to try to find the best deal.

I'd also suggest expanding your brand selection. I've bought a Vortex scope from you along with a couple of hundred dollars of incidentals (torque wrench, rings, etc.) and everything went very well. However when I began looking at getting my S&B, you didn't offer them. I also notice you don't carry Nightforce, Swarovski, Steiner, or other high-end optics other than IOR Valdada. And personally I would rather have a NF than IOR due to reticle selection (MOA guy) among other things. I think by focusing on IOR as your primary high-end tactical optic supplier (save the Vortex Razor and Leupold ER/T) you are limiting your customer base.

Another much much lower factor in my decision making is can I have it NOW? I know it costs some pretty coin to have 2k+ optics on the shelf, but if I'm in the market for a scope and you have it ready to ship in a day or two for a little bit more, I'll pay it.

 

[Bryan27]

Re: Survey Shows Price Most Important

<div class="ubbcode-block"><div class="ubbcode-header">Originally Posted By: halcyon575</div><div class="ubbcode-body">Snip...
Another much much lower factor in my decision making is can I have it NOW? I know it costs some pretty coin to have 2k+ optics on the shelf, but if I'm in the market for a scope and you have it ready to ship in a day or two for a little bit more, I'll pay it. </div></div>

I didn't think of that until you just mentioned it, but that is a big deal to me. I'm not going to buy a high end optic on impulse as I don't have that kinda coin, but when I have the money saved for something and I'm ready to buy, "out of stock, backorder ok" isn't going to cut it at any price. Availability trumps price in almost every case, though it may not be practical given the cost of these things. I don't know how the optics business runs, but car dealers get a "floorplan" which basically says you get the car and 60-90 days to sell it, after that period you start paying interest on it. If the scope manufactures offer similar terms it would be advisable to fill out your floorplan and sell cheap like the car dealers who are still in business do. You move enough optics for the manufactures and I imagine you can negotiate better terms, just a thought?

 

[KYpatriot]

Re: Survey Shows Price Most Important

My guess is that your vortex sales are flat, leopold is down, ....I think if you had Nightforce or S&B or Premier you would see an increase in sales...then again I may be full of it. But like any market, there are trends, and the trend in scopes in this little narrow market of "specialists" here on the hide has been higher end scopes....which is probably counter to the economy as a whole.

 

[Bryan27]

Re: Survey Shows Price Most Important

<div class="ubbcode-block"><div class="ubbcode-header">Originally Posted By: KYpatriot</div><div class="ubbcode-body">My guess is that your vortex sales are flat, leopold is down, ....I think if you had Nightforce or S&B or Premier you would see an increase in sales...then again I may be full of it. But like any market, there are trends, and the trend in scopes in this little narrow market of "specialists" here on the hide has been higher end scopes....which is probably counter to the economy as a whole.



</div></div>

"There's always a market for the best.", as my dad used to say.

 

[ShakyDave]

Re: Survey Shows Price Most Important

I would take the surveys with a grain of salt just because the vast majority of respondents are shopping for shirts and pants and groceries and, well, just plain stuff, as opposed to (usually) knowledgeable firearm/optics shoppers who typically have a specific agenda and know what they're looking for. We also appreciate the personal touch. And a little bit of honor and fidelity, too. I.e., anybody who chews up a vendor's time on the phone asking specific questions, then goes to the net for the cheapest source is a douchebag.

 

[BigBlue&Goldie]

Re: Survey Shows Price Most Important

I have always found your prices to be on par with the competition, especially with the discount you offer to board members.

I will agree that you should expand your product lines. My consumer instinct tells me Vortex shoppers are looking for the best deal, Leupold isn't in style, Weaver is no longer associated with quality,and IOR still has a black eye from the early days. This might all be my false perspective, but if I was in optics I wouldn't be selling the same stuff as some of the major retailers that the casual gun enthusiest is more familiar with. I would try to pick up some of the more fashionable, boutique brands.People on message boards generally want to have the latest in cool stuff, which is why we tend to see 12 threads a day regarding bolt fluting and bolt knobs.

All of the optics I have purchased recently were used, with the exception of a Vortex PST that I purchased prior to coming across LO on this board, and a Millet DMS-1 for my .22lr which I bought from Midway because it was on sale (which brought the price down to reasonable) and they had other stuff that I needed at the time. Buying used saves me money and I tend not to baby used stuff the way I do new stuff because the first signs of wear are already there.

I would buy from you soley based on the fact your prices are reasonable and I like to read the blogs you have on your website and the posts you make here on the Hide. I find you offer up a non-biased opinion, which is rare now a days.

 

[71firebird400]

Re: Survey Shows Price Most Important

I agree with KYPatriot; you need to pickup more brands. NF is vital, they have a huge percentage of market share. Get on board with S&B, Hensoldt, and maybe even USO. I'm aware NF has strict MAP policies and that doesn't necessarily jive with your business model, but even at MAP I bet a bunch of people would buy them from you. You could throw in rings, etc to make it more appealing without violating MAP.

 

[ShakyDave]

Re: Survey Shows Price Most Important

One thing you're doing right is the detailed description you have on your website for most of your scopes. I really, really like that. A lot of vendors, you have to guess at whether the scope is even FFP or SFP. And you have all the reticles, too. For a shopper that's a huge assist.

 

[Bryan27]

Re: Survey Shows Price Most Important

<div class="ubbcode-block"><div class="ubbcode-header">Originally Posted By: Shaky Dave</div><div class="ubbcode-body">I would take the surveys with a grain of salt just because the vast majority of respondents are shopping for shirts and pants and groceries and, well, just plain stuff, as opposed to (usually) knowledgeable firearm/optics shoppers who typically have a specific agenda and know what they're looking for. We also appreciate the personal touch. <span style="color: #FF0000">And a little bit of honor and fidelity, too. I.e., anybody who chews up a vendor's time on the phone asking specific questions, then goes to the net for the cheapest source is a douchebag.</span>
</div></div>

I DO agree with you in principle, but the same could be said for a vendor who charges their customer more for a scope and offers very little in return for that money. It's the vendor's responsibility to make sure their business model works, not they buyers. I don't value a vendors advise at a high dollar amount, you have to keep in mind that they are <span style="text-decoration: underline">selling</span> when they give you advise. The advise given by the vendors could just as well be gleaned from talking to the manufactures site or talking to them. Call NF or USO or S&B and see if they don't have the same or better product knowledge. I don't begrudge them that opportunity at all and with the vendors on the hide I believe they would in fact have your best interest at heart, their reputation rides on every sale.

 

[LibertyOptics]

Re: Survey Shows Price Most Important

Outstanding feedback, fellas. Customers like you make business improvement and success so much easier. I will have to pull up a chair and a cup of coffee and read this thread in detail over the weekend, I'm sure I will give you feedback.

Scott

 

[bitter24]

Re: Survey Shows Price Most Important

Scott,

I am speaking for myself which may or may not be similar to others. I do like to price shop for certain things, money is a issue for everyone whether you make 25,000 or 100,000 a year. With that said when I moved to AZ a few months back I went around to the local gun shops in town and near by towns, mainly to get a few of products, price, and knowledge base of the employee’s. While I was at the shops I asked questions to see what the answers I would get in return. A few of the shops you could tell were just talking to talk and trying to blow smoke to get me to buy. The one shop I went to that I do a lot of my business at now is higher priced on certain things. I could drive up the road and save a few dollars by doing it.

I feel that for me it is more important to have customer service and treat your costumer’s right. By doing that, you will get your return costumers. For example I owned a pair of Swaro EL bino’s I had a accident with them that for lack of better words made them in-op. I contacted Swaro and without asking what happened, the response was send them to us and we will get them fixed for you. I asked what my repair cost would be they told me nothing. My bino’s got to their shop and in my surprise (it was deer hunting season) they sent me a loaner pair to use while mine got fixed. A few weeks later my binos came back to me better then they were before I had the mishap. They had pre paid postage for the loaner bino’s and I sent those back for them. Ever since that experience with them I will always own some type of their product. They treated me right and I will return the favor by buying their product.

I feel as a dealer as yourself it is just important to treat the costumer right, I know personally that if I have a good contact with a dealer I’m ok paying a little extra for the service and knowledge they can provide. Even if it means I cant get everything I want cause im paying a little extra for certain things.

I understand that guys like yourself are always returning emails/phone calls. To me that shows guys want to do business with you because you treat them right. I don’t mind waiting a day or two for a response if I know you’re busy. I would rather wait a day or two for a intelligent response rather then a person that answers the phone every time you call but dosent know what they are talking about.

Currently with the situation the country is in I think a lot of people are moving towards the cheaper route and not caring about customer service. Don’t get me wrong if I can find a good deal on a used product from the for sale section I will buy that versus going a new product. It’s a fine line right now I believe and I am curious to see were “we” as a country will go. Whether is be saving money and dealing with stupid people and lack of costumer service or pay a little extra to have a good deal and talk with someone who can answer your questions. For me though I will lean towards costumer service every time.

Just my .02 cents

Bitter

 

[ZLBubba]

Re: Survey Shows Price Most Important

Hi Scott,

Number one, thanks for reaching out to your customer base. I purchased a PH 3-15 from you in 2010. Your price and service were both excellent.

Two things I'd say, the idea of getting the low price is more important than the price itself for me. That's why I called in 2010. That's when CS takes over. If the price is competitive, but I feel like the guy actually gives a shit, then I'm a customer.

The second this is, I've been waiting for you to get another premium scope line after the Premier fallout. The only other premium scope I've bought since the Premier from you was a USO directly from the company. If you were carrying S&B, USO, or NF, you'd be the first call I make because my past experience was so positive.

The only advice I have for you is take on another premium scope line or two, and keep up the great work. Thanks for running a stand-up business.

 

[ShakyDave]

Re: Survey Shows Price Most Important

<div class="ubbcode-block"><div class="ubbcode-header">Originally Posted By: Bryan27</div><div class="ubbcode-body">
I DO agree with you in principle, but the same could be said for a vendor who charges their customer more for a scope and offers very little in return for that money. It's the vendor's responsibility to make sure their business model works, not they buyers. I don't value a vendors advise at a high dollar amount, you have to keep in mind that they are <span style="text-decoration: underline">selling</span> when they give you advise. The advise given by the vendors could just as well be gleaned from talking to the manufactures site or talking to them. Call NF or USO or S&B and see if they don't have the same or better product knowledge. I don't begrudge them that opportunity at all and with the vendors on the hide I believe they would in fact have your best interest at heart, their reputation rides on every sale. </div></div>

Sure, the vendor has an end of the stick to hold up, too, and any seller who doesn't stand behind his product won't maintain his customer base very long. Back when I was knee deep in racing bicycles I had my own rule of thumb where I bought the cheap stuff - clothes, gloves, accessories - online because my local bike dealer was charging quite a bit more. If I were going to buy a $5,000 bike, though, I always bought it from the local dealer so I wouldn't have the hassle of trying to get service from a seller in Colorado, shipping, so on and so forth. My cutoff was $150. Less than that, I'd go internet, more than that, local. The extra money I paid my local guy was more than paid back to me in free tune-ups and maintenance. My thinking was that if this guy can't make a profit, he can't stay in business, and then when I need that stuff done I'm going to have to go whistle.

Also, I learned that the local guy has the ability to be flexible in his pricing, for example he prices something at "X" and I might say I could get it for "X-10%" somewhere else, and we'd reach an agreeable bargain. He knocks it down a few bucks and I get an endorphin rush because I got the last great deal in America or something. You just can't get this kind of thing going with mega-vendors.

 

[Bryan27]

Re: Survey Shows Price Most Important

<div class="ubbcode-block"><div class="ubbcode-header">Originally Posted By: Shaky Dave</div><div class="ubbcode-body"><div class="ubbcode-block"><div class="ubbcode-header">Originally Posted By: Bryan27</div><div class="ubbcode-body">
I DO agree with you in principle, but the same could be said for a vendor who charges their customer more for a scope and offers very little in return for that money. It's the vendor's responsibility to make sure their business model works, not they buyers. I don't value a vendors advise at a high dollar amount, you have to keep in mind that they are <span style="text-decoration: underline">selling</span> when they give you advise. The advise given by the vendors could just as well be gleaned from talking to the manufactures site or talking to them. Call NF or USO or S&B and see if they don't have the same or better product knowledge. I don't begrudge them that opportunity at all and with the vendors on the hide I believe they would in fact have your best interest at heart, their reputation rides on every sale. </div></div>

Sure, the vendor has an end of the stick to hold up, too, and any seller who doesn't stand behind his product won't maintain his customer base very long. Back when I was knee deep in racing bicycles I had my own rule of thumb where I bought the cheap stuff - clothes, gloves, accessories - online because my local bike dealer was charging quite a bit more. If I were going to buy a $5,000 bike, though, I always bought it from the local dealer so I wouldn't have the hassle of trying to get service from a seller in Colorado, shipping, so on and so forth. My cutoff was $150. Less than that, I'd go internet, more than that, local. <span style="color: #FF0000">The extra money I paid my local guy was more than paid back to me in free tune-ups and maintenance. My thinking was that if this guy can't make a profit, he can't stay in business, and then when I need that stuff done I'm going to have to go whistle.</span>

Also, I learned that the local guy has the ability to be flexible in his pricing, for example he prices something at "X" and I might say I could get it for "X-10%" somewhere else, and we'd reach an agreeable bargain. He knocks it down a few bucks and I get an endorphin rush because I got the last great deal in America or something. You just can't get this kind of thing going with mega-vendors. </div></div>

All true and if the vendor is willing to deal on price it could be a good deal, price isn't the be all end all of a buying decision, but none of us are made of money. But, there's no such thing as free tune up and maintenance. You paid for it on the front end and it would be part of their business model, one that works too! Some vendors have it figured out that it's cheaper to keep a customer than to get a new one and those are usually the ones worth spending a couple extra bucks with. I've had pretty good luck with the mega-vendors, but I also root for the little guy and will do business with them when they help themselves to my business.

 

[invst4u]

Re: Survey Shows Price Most Important

Ok, here is the deal for me. Price is a very important consideration and most likely the most important. However, value is also prized. IF the ONLY thing you offer is the same bino's, scope, products, etc. as the next guy, price is king, plain and simple. I patronize businesses who have "like minded" hobbies, like Sniper's Hide.

I just bought 2 Nightforce scopes, a pair of Swaro El Range bino's, and a Swaro HD spotter. I used the same vendor from Sniper's Hide for all those purchases. Why, great price, great product knowledge, good inventory, and they are a like minded business, in that order. Why would I give my business to a bird watching business? Simple, I would not....

As a business, you need a diversified product line and move a lot of it. If not, you will not receive bulk pricing discounts offered by manufacturers and a business who does can undercut your price everyday. Find your nitch and get to work

. I hope this helps.