Actually I don't look at price 1st. The vendors I stick with give me the best value. That means speed of service, ease of purchase, correcting things that go wrong, and if I need help they provide that if I am giving them a sale at the time or not. There are vendors that do that and I have given them a fair amount of money because of it. There are times I know I can get it slightly cheaper elsewhere, but in the end it works out.
Right, the "listed" price can be deceiving. "Value", to me, entails the entire buying experience - from perusing a website, to placing my order, to support months (or even years) after making my purchase. I take account of all that when I'm deciding what I'm willing to spend on a purchase. There is a sort of "buying calculus" I engage in, and price is not the only variable nor is it necessarily the most important.
But why is RETURN POLICY not an option? I won't buy from any online vendor that doesn't have a no-hassle return policy, period. Too many variables, especially in riding gear, when buying online. When spending $100s or more, I want the security of knowing I can send something right back if its not right for me. Free return shipping, therefore, also goes a long way with me.
Well for starters, 4 out of the First 5 posts said Price.
One could develop a very healthy business meeting the needs of the other 1 out of 5 customers, those who aren't willing to sacrifice all those other factors just to save a few bucks off of "list".
That mentality ultimately leads businesses to have to cut customer service so they can be competitive in price - and there are a lot more businesses out there playing that game.
As a consumer, I like being paid attention to, treated like I matter, and having my concerns taken seriously. Give me that and I will pay more for it. (Not a lot more, but more.)