Price no longer important

A recent online poll on shows that price is no longer the major concern amongst computer buyers in the Middle East. In fact, there is a much higher emphasis placed on plain, old, good service.

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By  Colin Browne Published  January 31, 2001

Recent data collected by indicates that the image of the Middle East computer buyer as being highly-price conscious is redundant. Far from that in fact, 59% of the respondants to a recent online poll said that the offer of after sales service and support is the key to the opening of their wallets.

Only 10% said that price was their major concern.

In fact, price isn’t even second. Customers’ previous experiences with their suppliers of IT solutions took that position, with a weighty 19%.

The poll presents an interesting counterpoint to the often-repeated message of many computer retailers that the only way they can be sure of a sale is to offer the best price; an action that many believe has consistently driven the value out of the low-to-middle range of the computer channel.

“PC resellers should take note of this new information and bear in mind that they may be missing the biggest opportunity available to them today,” says Michelle Sturman, features editor of Computer Reseller News Middle East.

“In fact, in stark contrast to the age-old perception that customers are looking to spend as little as possible, our poll shows that they are far more interested in the peace of mind they take away with their purchase. I think that shows fairly clearly that the suggestion of a considerably cheaper price may have the effect of putting customers on their guard, rather than convincing them that they are getting a good deal,” Sturman says.

You can see the results in our Vote Centre here:

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