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For me trust is the number one factor.
If I can buy the product in a local shop it has to be at least 10% cheaper
on that shops website for me to buy it online, or I will buy it in the shop.
If a well known website is selling something for £100.00 it would have to
be a minimum of £90.00 at an unknown website or I would prefer to pay the extra £10.00
To sum up.
If a product is £110.00 in a shop it would have to be £100.00 in a known
website or £90 in an unknown one, otherwise I would buy from the shop.
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