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Since shopping is nearly a religion for many people, we needn’t be surprised if the process of picking products sounds like a pilgrimage. A new Harris Interactive report, crunching data gathered in October, says the “path to purchase” entails consulting an average of four sources of information.
When people initiate the process, they’re most likely to turn to search engines (cited by 20 percent), discussions with family/friends/co-workers (15 percent) or retail stores (15 percent). Fewer said they start out with a retailer Web site, multi-brand Web site (like Amazon.com)
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