PETERBOROUGH, N.H.--(BUSINESS WIRE)--
ActivMedia Research LLC (www.ActivMediaResearch.com)

The latest research of online behavior clearly shows that developing a competitive advantage on the Web takes a solid understanding of what motivates an online consumer to buy a specific product. In the quantitative study "Capturing Online Markets: The Definitive Guide to Consumer Loyalty," ActivMedia Research details online purchase patterns among 2,250 qualified cyber-consumer shoppers, revealing the attitudinal and behavioral factors that led to specific purchase decisions.

Here are a few findings:
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1. Online purchasers bring offline interests with them. This is reflected in the evolution of ten online "cyber-markets", each containing a relatively cohesive set of online shoppers. Product sets and natural markets offer direction to line extension and cross-promotion efforts.
   

2. Success in one market does not assure success in another because even the same shopper behaves differently when shopping in another online market. Understanding and respecting purchase dynamics within and across markets is key to appreciating the strategies and tactics that will be rewarded within each market.
   

3. Products and Vendors each contribute uniquely to purchasing influence and brand equity. In a sense, Vendors and Products are co-branded online, although the nature of the interplay varies enormously market-by-market.
   

4. Some online factors like Quality, Price, Convenience, and Availability are necessary online, but are not sufficient to inspire loyalty. Differentiated market factors offer an enduring competitive edge.
   

5. To compete on price alone is to leave money lying on the table, suppress company profits and drag down future brand equity. After online consumers give lip-service to "low price" they turn to market differentiated attributes that enhance value, satisfaction and assurance for repeat purchases.

Additional information: www.activmediaresearch.com/capturing_online_markets.html 

"Capturing Online Markets" is the flagship of a series of reports by ActivMedia Research dedicated to "Building Consumer Loyalty Online" that sells for $2,995us. Three other sector reports explore cyber-markets in product-level depth (Computers, Home Electronics & Office Supplies; Fashion & Style; Consumable Products) and sell for $1,295 each. The series of reports is available for $5,000.

This report identifies commonalities and differences across all cyber-markets to understand what drives each to success. It also examines precursor activities that lead to trial and exploration, and how personal online shopping markets are emerging. Ten "Market Profile" chapters emphasize consumer demographic and technographic profiles that offer background and context for marketing language and promotional targeting on a market-by-market basis. Consumer verbatims of online experiences are presented.

Respondents were contacted through the online research capabilities of Greenfield Online which is "Leading the Research Revolution(TM)".

ActivMedia Research conducts custom and syndicated research that guides businesses to profitable online positions. First ever to quantitatively study Internet commerce, ActivMedia has been detailing global 'Net trends and sector slices since 1994. ActivMedia analyses and data support online business development and planning at clients that include Andersen Consulting, Unisys, IBM, Intel, UPS and Visa.