ecommerce,ropo

1. The
mul(ple-­‐branch
research
of
ROPO
effect
The Internet as a deciding source of the
information in the purchase process

2. Methodological
note
The research was
conducted
by
IMAS
Interna(onal
Company
on
5-­‐12
of
May
2011,
using
CATI
telephone
interviews
on
a
sample
of
n
=
1000
adult
Poles.
The
selec(on
of
respondents
was
carried
out
using
the
random-­‐quota
method,
which
generated
numbers
of
phones
using
RDD
(random
digit
dialing)
and
then
obtaining
a
certain
number
of
respondents
appointed
by
the
variables:
gender,
age,
educa(on,
region
and
size
of
the
city.
The
research
is
representa(ve
for
the
adult
popula(on
of
Poles
living
in
Poland.

3. The introduction
For some time, the marketing world is Our goal was to establish in which
fascinated by the results of some branches the Internet is a decisive
research, that provide lots of examples source of the information about the
about relationships between searching the products.
information about the products in the
Internet and buying them in the real world.
In contrast to the previously published
studies based on a research of only the
ROPO effect (Research Online, part of the market (for example ROPO
Purchase Offline) describes a part of effect only in Retail or Travel Section), the
purchase behavior, which involve aim of our study was to provide a wide
searching information about the products information and facts. We wanted to
in the Internet, and then purchase them at establish in which industries the ROPO
the real shop. effect occures and how strong it is.

4. What the report is about
We studied the purchase behaviour
connected with 25 different branches,
beginning from buying books through the
Internet, the music, the electronic equipment
to the financial products and the car
accessories.
Presenting results of this study, we want to
show what is the way of purchasing these
products and what is the main source of the
information about them.

5. How we studied ROPO?
We decided to divide the purchasing
process in two dimensions.
Online shopping.
Online shopping,
The Internet as a
the decision
based
decisive source of
• The first dimension is determined by on
the
data
offline.
the information.
the place of purchase - online or
offline.
• The second dimension concerns the
main source of the information.
Traditional
We researched where the client shopping. Traditional
searches the main information about The Internet as a shopping,
decisive source of the decision
based
the product, MAINLY online or offline the information. on
the
data
offline.
(ROPO)
Based od 1000 similary interviews we
prepared the list, which clearly assigns
the purchase to one of the four group.
The
direct
impact
of
the
Internet
on
total
sale.

6. The following example will ilustrate how our research looked like:
Meet Marysia,
she likes shopping.

7. CONVERSATION WITH MARYSIA
• It was a May afternoon…
• We
asked
Marysia,
whether
in
the
last
twelve
months
has
bought
clothes
or
shoes.
She answered:
YES!
We established that in the last year,
88% of our responders bough clothes
or shoes.

8. CONVERSATION WITH MARYSIA
Next,
we
asked
if
she
remember
her
LAST
purchase
of
clothes
or
shoes
(whatever
it
was).
Did you buy a thing throuht the
Internet or in a traditional way?
In a traditional way – I went do the
shop and I bought a thing.
95% among all the customers, bought
clothes or shoes in a traditional way
(offline).

9. CONVERSATION WITH MARYSIA
How did you get the information that
helped you to decide what to buy?
I was talking with friends, looking through the
newspapers and the Internet…
OK. Which of these sources of the
information had the biggest influence on
your purchase?
The Internet. When I came across ‚that thing’,
I just had to have it.
About clothes or shoes, the Internet is the main
source of the information, for 4,1% of all
buyers.

10. THE RESULTS

11. 25 shopping areas
Which of these products did you buy personally at least once
The responders gave their in the last 12 months?
opinion about a very popular
and often buying products lekarstwa lub artykuły medyczne 91%
odzież/obuwie 88%
(clothes, shoes, cosmetics)
kosmetyki lub środki do pielęgnacji 88%
and products whose are ubezpieczenie OC/ AC 51%
buying rarely such a photo książki 50%
equipment, computer software zabawki 50%
and others. meble lub elementy wyposażenia domu 48%
bilety do kina lub na różne wydarzenia 45%
telefon komórkowy lub abonament telefonu 42%
małe AGD (np. żelazka, czajniki, patelnie) 42%
Further analysts are based on dodatki do odzieży (np. biżuteria, zegarek) 39%
people who bought something części samochodowe 39%
in the last 12 months. akcesoria samochodowe 39%
sprzęty sportowe lub turystyczne 31%
bilety lotnicze lub kolejowe 25%
urządzenia RTV - np. telewizor, radio, wieża 25%
wyjazd urlopowy lub wycieczka zagraniczna 24%
duże AGD (np. pralki, lodówki, zmywarki) 22%
muzyka na CD lub w postaci pliku mp3 22%
film na płycie DVD lub Blue-Ray 22%
podzespoły lub akcesoria komputerowe 21%
kredyt lub pożyczka bankowa 18%
oprogramowanie lub gry komputerowe 18%
rezerwacja w pokoju hotelowym 13%
aparat fotograficzny lub kamera 13%

12. Medicines nad medical products
The decisive source of the information: online offline
Purchase
online 0,8% 1,4%
The most
important
offline 0,3%
information
collected offline
The Internet has a direct impact and purchase
on 2,5 % of total sales offline.
n=904
buyers
97,6%
The
most
frequent
sources
of
the
informa=on:
offline
Too
liVle
basis
to
Friends/family
present
a
graph
of
I
decided
in
the
shop,
during
shopping
selected
sources
of
online
informa(on
. From
the
salesman
I
had
the
knowledge
from
the
previous
shopping

13. Clothes and shoes
The decisive source of the information: online offline
Purchase
online
2,4% 2,4%
offline The most
1,7% important
information
collected offline
The Internet has a direct impact and purchase
on 6,5 % of total sales offline.
n=881
buyers
93,5%
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
Internet
auc(on I
decided
in
the
shop,
during
shopping
Web
search
engine The
offer
in
the
shop
Online
store Friends/family
I
had
the
knowledge
from
the
previous
shopping
n=37
searching
online,
n=844
searching
offline

14. Cosmetics or personal care products
The decisive source of the information: online offline
Purchase
online 1,3% 2,2%
The most
offline 0,3% important
information
The Internet has a direct impact collected offline
on 3,8 % of total sales and purchase
offline.
n=876buyers
96,2%
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
I
decided
in
the
shop,
during
shopping
Online
store I
had
the
knowledge
from
the
previous
shopping
Web
search
engine I
read
a
leaflet
The
offer
in
the
shop
n=16
searching
online,
n=860
searching
offline

15. Car insurance
The decisive source of the information: online offline
Purchase
online 2,2% 2,1%
The most
offline 1,7% important
information
The Internet has a direct impact collected offline
on 6,0 % of total sales and purchase
offline
n=511
buyers
94,0%
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
I
had
the
knowledge
from
the
previous
shopping
Producer
website
From
the
salesman
Web
search
engine
Friends/family
I
decided
in
the
shop,
during
shopping
n=21
searching
online,
n=490
searching
offline

16. Books
The decisive source of the information: online offline
Purchase
online 7,0% 6,9%
The most
offline 3,8% important
information
collected offline
The Internet has a direct impact and purchase
on 17,7 % of total sales offline
82,3%
n=500
buyers
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
I
decided
in
the
shop,
during
the
shopping
Web
search
engine
Friends/family
Online
store
The
other
way
Internet
auc(on
The
offer
in
the
shop
n=26
searching
online,
n=368
searching
offline

17. Toys
The decisive source of the information: online offline
Purchase
online 4,3% 3,1%
The most
1,3% important
offline information
collected offline
The Internet has a direct impact and purchase
on 8,7 % of total sales offline.
n=498
buyers
91,2%
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
I
decided
in
the
shop
during
shopping
Web
search
engine
Family/friends
Internet
auc(on
The
offer
in
the
shop
Online
store
I
read
a
leaflet
n=28
searching
online,
n=470
searching
offline

18. Furnitures and other home items
The decisive source of the information: online offline
Purchase
online 4,7% 1,6%
The most
important
offline 6,3% information
collected offline
The Internet has a direct impact and purchase
on 12,6 % of total sales offline.
n=479
buyers
87,4%
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
I
decided
in
the
shop
during
shopping
Web
search
engine
The
offer
in
the
shop
Producer
website
I
read
a
leaflet
Internet
auc(on
Family/friends
n=54
searching
online,
n=425
searching
offline

19. Cinema tickets
The decisive source of the information: online offline
Purchase
online 8,5% 6,7%
The most
offline important
14,1% information
collected offline
The Internet has a direct impact and purchase
on 29,3 % of total sales offline.
n=448
buyers
70,7%
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
Friends/family
Web
search
engine
The
television
(ads
or
tv
programs)
Producer
website
I
decided
in
the
shop,
during
shopping
In
the
other
way
The
press
(ads
or
ar(cles)
n=103
searching
online,
n=345
searching
offline

20. Mobile phones or the subscriptions
The decisive source of the information: online offline
Purchase
online 4,1% 4,7%
The most
important
offline 6,1% information
collected offline
The Internet has a direct impact and purchase
on 14,9 % of total sales offline.
85,0%
n=420
buyers
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
I
decided
in
the
shop,
during
shopping
Web
search
engine
From
the
salesman
Producer
website
Friends/family
Internet
auc(on
I
had
the
knowledge
from
the
previous
shopping
I
decided
in
the
shop
n=48
searching
online,
n=372
searching
offline

21. The small household equipment (the iron, the frying pan or other)
The decisive source of the information: online offline
Purchase
online 5,1% 1,6%
The most
offline 1,2% important
information
The Internet has a direct impact collected offline
on 7,9 % of total sales and purchase
offline.
n=415
buyers
92,1%
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
Internet
auc(on I
decided
in
the
shop,
during
shopping
Online
store The
offer
in
the
shop
Web
search
engine From
the
salesman
I
read
a
leaflet
n=27
searching
online,
n=388
searching
offline

22. Clothing accessories (the jewelerry, watches)
The decisive source of the information: online offline
Purchase
online 4,3% 2,1%
The most
2,7% important
offline information
collected offline
The Internet has a direct impact and purchase
on 9,1 % of total sales offline.
n=394
buyers
91,4%
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
Internet
auc(on I
decided
in
the
shop,
during
shopping
Web
search
engine The
offer
in
the
shop
Online
store Friends/family
I
read
a
leaflet
n=37
searching
online,
n=844
searching
offline

23. The car parts
The decisive source of the information: online offline
Purchase
online 9,0% 5,0%
The most
important
offline 1,7% information
collected offline
The Internet has a direct impact and purchase
on 15,7 % of total sales offline
84,4%
n=391
buyers
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
Internet
auc(on From
the
salesman
Web
search
engine The
mechanic,
workshop
Online
store Friends/family
I
decided
in
the
shop,
during
shopping
n=42searching
online,
n=349
searching
offline

24. The car accessories
The decisive source of the information: online offline
Purchase
online 4,2% 1,7%
The most
0,6% important
offline information
collected offline
The Internet has a direct impact and purchase
on 6,5 % of total sales offline.
n=390
buyers
93,5%
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
Web
search
engine
I
decided
in
the
shop,
during
shopping
Internet
auc(on I
had
the
knowledge
from
the
previous
shopping
From
the
salesman
The
offer
in
the
shop
n=19
searching
online,
n=371
searching
offline

25. Sports and tourist equipment
The decisive source of the information: online offline
Purchase
online 12,1% 4,3%
The most
5,5% important
offline information
collected offline
The Internet has a direct impact and purchase
on 21,9 % of total sales offline
78,1%
n=306
buyers
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
I
decided
in
the
shop,
during
shopping
Internet
auc(on
The
offer
in
the
shop
Online
store
Friends/family
Web
search
engine
I
read
a
leaflet
n=55
searching
online,
n=251
searching
offline

26. The airline or railway tickets
The decisive source of the information: online offline
Purchase
online 14,0% 10,5%
The most
offline important
5,1%
information
The Internet has a direct impact collected offline
on 29,6 % of total sales and purchase
offline.
n=253
buyers
70,4%
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
There
was
the
need
Producer
website
From
the
salesman
Web
search
engine
Friends/family
I
decided
in
the
shop,
during
shopping
In
the
other
way
n=50
searching
online,
n=203
searchingc
offline

27. Electronic equipment (TV, radio, stereo)
The decisive source of the information: online offline
Purchase
online 5,5% 1,9%
The most
important
offline 5,5% information
collected offline
The Internet has a direct impact and purchase
on 12,9 % of total sales offline
n=246
buyers
87,1%
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
I
decided
in
the
shop,
during
shopping
Online
store
From
the
salesman
Web
search
engine
Friends/family
I
read
a
leaflet
n=28
searching
online,
n=218
searching
offline

28. The holiday
The decisive source of the information: online offline
Purchase
online 19,2% 9,1%
The most
8,0% important
offline information
collected offline
The Internet has a direct impact and purchase
on 36,3 % of total sales offline
63,7%
n=235
buyers
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
Friends/family
Web
search
engine
I
had
the
knowledge
from
the
previous
shopping
In
the
other
way
From
the
salesman
Producer
website
In
the
other
way
n=68
searching
online,
n=167
searching
offline

29. The household equipment (the washing machine, the fridge or other)
The decisive source of the information: online offline
Purchase
online 6,7% 0,7%
The most
3,3% important
offline information
collected offline
The Internet has a direct impact and purchase
on 10,7 % of total sales offline.
89,3%
n=222
buyers
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
I
decided
in
the
shop
during
shopping
Web
search
engine
From
the
salesman
Online
store
The
offer
in
the
shop
I
have
the
knowledge
from
the
previous
shopping
n=22
searching
online,
n=200
searching
offline

30. Music on CD or as MP3 file.
The decisive source of the information: online offline
Purchase
online 9,7% 8,1%
The most
5,5% important
offline information
collected offline
The Internet has a direct impact and purchase
on 23,3 % of total sales offline
76,7%
n=219
buyers
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
Web
search
engine I
decided
in
the
shop
during
shopping
Internet
auc(on Friends/family
Online
store The
television
(ads
or
tv
programs)
The
offer
in
the
shop
n=36
searching
online,
n=183
searching
offline

31. Films on DVD or Blue-Ray
The decisive source of the information: online offline
Purchase
online 6,9% 6,1%
The most
4,1% important
offline information
collected offline
The Internet has a direct impact and purchase
on 17,1 % of total sales offline
n=216
buyers
82,9%
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
I
decided
in
the
shop
during
shopping
Web
search
engine
Friends/family
Online
store
In
the
other
way
The
offer
in
the
shop
n=25
searching
online,
n=191
searching
offline

32. Computer components or accessories
The decisive source of the information: online offline
Purchase
online 15,9% 7,1%
The most
6,2% important
offline information
collected offline
The Internet has a direct impact and purchase
on 29,2 % of total sales offline.
70,7%
n=211
buyers
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
Internet
auc(on I
decided
in
the
shop
during
shopping
Web
search
engine Friends/family
Online
store From
the
salesman
I
had
the
knowledge
from
the
previous
shopping
n=48
searching
online,
n=163
searching
offline

33. The bank credit
The decisive source of the information: online offline
Purchase
online 1,3% 0,5%
0,5% The most
important
offline information
collected offline
The Internet has a direct impact and purchase
on 2,3 % of total sales offline
n=178
buyers
97,7%
The
most
frequent
sources
of
the
informa=on:
offline
From
the
salesman
Too
liVle
basis
to
present
a
graph
of
I
had
the
knowledge
from
the
previous
shopping
selected
sources
of
online
informa(on. I
decided
in
the
shop
during
shopping
Friends/family
n=173
searching
offline

34. The software or the computer games
The decisive source of the information: online offline
Purchase
online 15,5% 11,6%
The most
6,9% important
offline information
collected offline
The Internet has a direct impact and purchase
on 38,5 % of total sales offline.
66,7%
n=177
buyers
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
I
decided
in
the
shop
during
shopping
Web
search
engine
Friends/family
Online
store
The
television
(ads
or
tv
programs)
Producer
website
The
offer
in
the
shop
n=41
searching
online,
n=136
searching
offline

35. Booking a hotel room
The decisive source of the information: online offline
Purchase
online 27,7% 10,5%
The most
important
offline information
11,8%
collected offline
The Internet has a direct impact and purchase
on 50,0 % of total sales offline.
50,0%
n=130
buyers
The
most
frequent
sources
of
the
informa=on:
online
The
most
frequent
sources
of
the
informa=on:
offline
Friends/family
Web
search
engine I
have
the
knowledge
from
the
previous
shopping
Producer
website In
the
other
way
From
the
salesman
n=53
searching
online,
n=77
searching
offline