Back To School
Survey Says: Back-to-School Purchases to Include Necessities and Gadgets Shopping Carts to Contain Mix of Needs and Wants
By
Aug 20, 2005, 15:23

(ARA) - Back to school means the end of summer, the smell of freshly sharpened pencils and shopping -- lots of it. According to the National Retail Federation, consumers across the country will spend $13.4 billion on school items this year.
In a recent survey of more than 8,000 people by CompUSA, parents and students said a mixture of necessities and gadgets will make it into shopping carts this fall.

According to the survey, more than 15 percent of parents surveyed who plan back-to-school technology purchases will buy a laptop. And, 15 percent of parents also plan to buy an iPod.

“We typically think of parents’ back-to-school purchases as strictly needs-based,” says Brian Woods, executive vice president and general merchandising manager for CompUSA. “However, we’re receiving a clear message from parents that entertainment-focused items are making it home as well.”

While traditional school supplies remain popular, students are relying more and more on the power of technology in and out of the classroom. Those students wanting the hottest back-to-school gadgets, but needing practical items such as laptops, are in luck.

Here are four trends that will influence back-to-school technology purchases this summer and fall:

* Multitasking students want multitasking technologies -- Students don’t want to sacrifice fun for function. And the ever-increasing convergence of products and technology means they don’t have to. Now, mobile phones tout streaming music and videos and wireless networks marry computers with television. Products such as laptops or wireless phones continue to be in high demand for their traditional uses, but students realize devices that perform more than one task increase efficiency.

* Consumers continue to embrace the power of technology -- Today’s new and emerging technologies are being adopted faster than ever as people better understand how products can enhance their lives. More features, functionality and personalization options make products attractive to a young, technologically-savvy generation. The iPod is a good success story because of its quick adoption and high demand. Fifteen percent of parents who plan back-to-school purchases will buy an iPod, which stores digital music and pictures and can be personalized with a variety of colors.

* Falling prices are easy on the wallet -- Remember when the phrase “must-have technology” was ironic since no one actually could afford the technology? The past several years have seen technology prices decrease dramatically. As prices drop, consumers can get what they need and what they want without breaking the bank.

* Knowledgeable staff and service are key -- No matter what technology you invest in, it’s important to choose a retailer with a wide selection, knowledgeable staff and the service to support you when you get home. With the number of new, complex technologies increasing daily, consumers say they want guidance at every phase of the buying experience -- from researching and comparing products pre-purchase to figuring out how to use their new gadget. Although price is a top factor involved with technology purchasing decisions, surveyed parents also say they highly value service before, during and after the sale. A sales staff that not only sells the product, but also uses it, makes consumers feel more comfortable with the whole process.

“Consumers want a retailer that offers a wide variety of products, supported by a sales staff with expertise and professional, friendly service,” says Woods. “Advice and help for set-up, installation and support are especially important when you bring your new technology home.” Courtesy of ARA Content

© Copyright by EveningsNews.com