Copyright Goodheart-Willcox Co., Inc.
Chapter 8 Consumer Services 213
to guide customers’ purchasing. There are also
“box stores” that may offer better pricing, but
provide less customer service and guidance.
These types of stores may be labeled as retail and
warehouse stores. One potential drawback of brick
and mortar stores is that some items may be out
of stock.
To avoid trips to the store only to fi nd out the
item is not in stock, many consumers like to shop
online. Online shopping utilizes the Internet and
virtual stores to make purchases (Figure 8.10).
When shopping online, consumers are able
to research the item before having it shipped
directly to them. One advantage of online
shopping is the convenience it provides. Another
advantage is that prices may be lower than at
brick and mortar stores. This is because the seller
does not have to pay for retail space and may not
carry as much inventory. One disadvantage of
shopping online is that consumers do not have
a chance to touch or try what they are buying.
Other disadvantages include the cost and extra
time required for shipping items.
Many times, consumers are able to try out
a product in a brick and mortar store and then
purchase it online. This raises an ethics question.
The store owner has invested in providing
consumers with a location and inventory to
try out products. If a consumer buys the same
product online, is this treating the store owner
unfairly? Should consumers only research items
online that they intend to buy online?
In some cases, items that consumers purchase
may be available used. Some brick and mortar
stores and several online sources sell used or
rebuilt items. Consumers may save a lot of
money buying a used product. On the other hand,
the product will likely be sold “as-is,” with no
warranty or guarantee of being in working condition.
Evaluating Advertising Claims
Quite often, the only way consumers know a product exists is
through advertising. Consumers are frequently being exposed to
advertising. Advertising takes many forms (Figure 8.11). Online,
there are banner ads on almost every webpage. Many online video
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Figure 8.10 Online shopping allows consumers
to shop from home, work, or even on the go. What
are some advantages and disadvantages of online
shopping?