Why is it that you choose to buy some products and services online? There may be many reasons for doing so, including the fact that you believe that such an approach can lead to you getting better deals. This is something that many people hope to achieve.
Before looking at this more deeply, it’s probably worth stopping to ask whether online retailers really are able to offer lower prices. We seem to have all accepted that this should be the case, whether we’re looking to buy a book or a painting.
There are strong and convincing arguments for believing that this should be true. In particular, it’s often suggested that Internet specialists will have lower overheads. This reflects the fact that they are not having to pay to maintain expensive premises. It appears to make sense and it’s obviously hoped that these lower costs should lead to more competitive pricing strategies.
It seems to me that the great mistake that many people make is to assume that an online retailer must be offering…