Qualitative Study
European
Commission
QUALITATIVE STUDY ON
CROSS BORDER SHOPPING IN
28 EUROPEAN COUNTRIES
Fieldwork: October – November 2003
Qualitative Study - Optem
Publication: May 2004
This survey was requested by Directorate General Health and Consumer
Protection and coordinated by Directorate General Press and Communication
This document does not represent the point of view of the European Commission.
The interpretations and opinions contained in it are solely those of the authors.
74, CHEMIN DE LA FERME DES BOIS
BP 13 - 78950 GAMBAIS
QUALITATIVE STUDY ON
CROSS-BORDER SHOPPING
IN 28 EUROPEAN COUNTRIES
EUROPEAN COMMISSION
DIRECTORATE GENERAL HEALTH AND CONSUMER PROTECTION
May 2004
OPTEM S.A.R.L. AU CAPITAL DE 30 000 E - R.C.S. VERSAILLES 339 197 444
TELEPHONE : +33 (0) 134 871 823 – TELECOPIE : +33 (0) 134 871 783 – EMAIL : [email protected]
Qualitative study
TABLE OF CONTENTS
INTRODUCTION....................................................................................................................................................................................................................... 3
SUMMARY OF THE RESULTS.............................................................................................................................................................................................. 7
CHAPTER I: CONSUMERS AND CROSS-BORDER SHOPPING ................................................................................................................................. 12
I.1.
CROSS-BORDER SHOPPING IN RECENT YEARS: TYPES OF PRODUCTS BOUGHT, PURCHASING METHODS AND REASONS FOR
PURCHASE ...................................................................................................................................................................................................... 13
I.2.
PURCHASES CONSIDERED BUT NOT MADE; RESTRAINTS AND RESISTANCE .............................................................................................. 19
I.3.
TYPES OF PURCHASERS AND PURCHASES .................................................................................................................................................... 21
I.4.
TYPES OF COUNTRY AND PURCHASES .......................................................................................................................................................... 23
CHAPTER II: EXPOSURE TO CROSS-BORDER COMMERCIAL OFFERS ............................................................................................................. 25
CHAPTER III: INTEREST IN CROSS-BORDER SHOPPING ........................................................................................................................................ 30
III.1.
SPONTANEOUS INTEREST IN CROSS-BORDER SHOPPING ............................................................................................................................ 31
III.2.
PERCEPTION OF THE “PRICE” FACTOR ....................................................................................................................................................... 33
III.3.
IMPACT OF THE EURO ................................................................................................................................................................................... 37
III.4.
IMPACT OF ELECTRONIC COMMERCE ......................................................................................................................................................... 41
CHAPTER IV: DEGREE AND FACTORS OF INTEREST IN CROSS-BORDER SHOPPING FOR DIFFERENT PRODUCTS AND
SERVICES .................................................................................................................................................................................................... 43
IV.1.
GENERAL PROPENSITY TO MAKE CROSS-BORDER PURCHASES ................................................................................................................. 44
IV.2.
PROPENSITY TO PURCHASE DIFFERENT PRODUCTS AND SERVICES IN ANOTHER COUNTRY ................................................................... 46
CHAPTER V: FACTORS OF CONFIDENCE OR DISTRUST IN CROSS-BORDER PURCHASING...................................................................... 54
V.1.
PERCEPTION OF THE RISKS ASSOCIATED WITH CROSS-BORDER SHOPPING ............................................................................................. 55
V.2.
SPECIFIC RISK FACTORS ............................................................................................................................................................................... 59
CHAPTER VI: MEASURES LIKELY TO ENCOURAGE CROSS-BORDER SHOPPING......................................................................................... 62
VI.1.
GENERAL OBSERVATIONS............................................................................................................................................................................. 63
VI.2.
REACTIONS TO VARIOUS “INCENTIVES” AT EUROPEAN LEVEL ................................................................................................................. 64
CHAPTER VII: FINAL OBSERVATIONS ON THE STUDY AND THE COMMISSION’S INITIATIVE IN HAVING IT CARRIED OUT ..... 72
ANNEXES:
........................................................................................................................................................................................................................ 75
ANNEX I: DEMOGRAPHIC COMPOSITION OF THE GROUPS ....................................................................................................................................... 76
ANNEX II: DISCUSSION GUIDE ................................................................................................................................................................................... 81
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INTRODUCTION
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¾ The European Commission (Directorate General Health and Consumer Protection)
requested OPTEM and its partners involved in the Framework Contract Eurobarometer
“Qualitative Studies” to carry out a qualitative study on cross-border shopping.
The geographic coverage of this study includes the 15 present-day Member States of the European
Union, the10 future Member States which will join the Union in 2004, and 3 EFTA countries
which are associated with certain EU policies (Iceland, Norway and Switzerland).
This study was conducted in the framework of the policies aiming to allow the citizens of the
European countries concerned to draw the best advantages of the opportunities of the Single
Market while ensuring a high level of consumer protection.
The study’s objectives were, more precisely:
• To provide a picture of present-day experience of cross-border shopping and exposure to
cross-border offers.
• To analyse consumers’ perceptions of the interest of cross-border shopping purchasing and
the factors of this interest – including looking for lower prices.
• To evaluate consumers’ propensity to consider cross-border shopping for different types of
products and services.
• To analyse the specific factors of consumer trust or distrust regarding cross-border
purchasing
• To assess their reactions to different measures likely to facilitate and encourage cross-border
shopping, and the impact these measures could have.
Cross-border shopping was defined as being any purchases made from retailers or suppliers
situated in other European countries, either on-the-spot or distance shopping, including :
• Travelling to another country for the specific purpose of purchasing products or services
there.
• Purchases which can be made in another country on the occasion of a business or tourist visit
– excluding products and services which are part of the trip itself, such as transport,
accommodation, food and leisure activities locally, souvenirs, etc.
• Distance shopping, by mail , by telephone, or through the Internet, from suppliers situated in
other European countries
• And also purchasing from sales representatives based in other European countries who may
come and offer their products or services directly to consumers.
Cross border shopping did not include purchases of foreign made products bought from retailers or
suppliers situated in the respondents’ own country.
This study dealt only with purchases made by the respondents as private consumers, excluding
those made on a professional basis.
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¾ In each country, 2 group discussions were carried out with adult men and women, aged between
25 to 60 years :
• A group of consumers from average social categories, for most of them not having particular
experience of cross-border shopping, in a major urban agglomeration. In most countries, that
was the agglomeration of the capital city, exceptions being Belgium (Brussels and Antwerp),
Germany (Cologne), Italy (Milan), the Netherlands (Amsterdam) and Switzerland
(Lausanne).
• A group of consumers with more experience of cross-border shopping, in the same
agglomeration (without any particular conditions being set as to their social level).
A third group discussion was also carried out with consumers of average social level (with no
particular conditions regarding their practise of cross-border shopping) in 9 border regions, i.e. :
• Breda (Netherlands),
• Dover (United Kingdom),
• Euskirchen (Germany),
• Malmö (Sweden),
• Mons (Belgium),
• Mulhouse (France),
• Salzburg (Austria),
• San Sebastian (Spain),
• Vintimille (Italy).
These discussions took place at the end of October and the beginning of November 2003.
¾ The Annexes to this report include:
• The demographic composition of the groups recruited in the different survey points, and the
dates of the discussions.
• The discussion guide used by the moderators.
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Qualitative study
¾ OPTEM, in its capacity of main contractor of the Framework Contract Eurobarometer
“Qualitative Studies” was responsible for research design, pan-European analysis and
reporting.
OPTEM’s partners in charge of fieldwork and country analyses as provided for in the
Framework contract, are respectively :
• In the present-day Member States : Karmasin Motivforschung (Austria), EADC Yellow
Window (Belgium), Echanges Marktforschung (Germany), Ulveman Explorative and Erik
Liljeberg Marketing Consultancy (Denmark), Escario Research (Spain), CSA (France),
Marketing Radar (Finland), FOCUS (Greece), Market Dynamics International (Italy), TNSMRBI (Ireland), Ilrès (Luxembourg), PQR (Netherlands), TNS-Euroteste (Portugal),
Kommunicera (Sweden), Andrew Irving Associates (United Kingdom).
• In the future Member States : Synovate (Cyprus), MARECO (Czech Republic), TNSEMOR (Estonia), Ad Hoc Plus Research (Hungary), Baltic Surveys (Lithuania), TNS-Baltic
Data House (Latvia), MISCO (Malta), BSM (Poland), Psymareco (Slovakia), RM PLUS
(Slovenia).
• In the EFTA countries covered in the study : IMG Gallup (Iceland), MMI (Norway),
Créalyse (Switzerland).
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SUMMARY OF THE RESULTS
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INTEREST IN AND REASONS FOR CROSS-BORDER SHOPPING
¾ There is an almost unanimous interest in cross-border shopping, or at least the principle of
the idea (with the exception of notable cases of “nationalist” resistance in some countries in
particular). It seems to be evolving, even though there is a fairly widespread belief that the
differences in prices between the European countries are likely to get smaller.
This is particularly true of the current cross-border purchasers, who are already more proactive in
their purchasing patterns. The consumers of the future Member States also appear to express more
interest overall than those of the countries of Western Europe, with the prospects that they are
entertaining of membership of the European Union, simplification or removal of the remaining
formalities and, more than anything perhaps, improvement of their standard of living, purchasing
power, and travel options.
However, it is clear that (apart from the residents of border regions or of countries characteristic of
border regions) deliberate cross-border shopping for price reasons is only triggered if the expected
benefit is worth the trouble – the differences, which can vary from one individual to another and
from one product to another, being assessed on a case-by-case basis in terms of percentage (for
inexpensive products) or absolute value (for major purchases).
¾ The reasons for cross-border shopping obviously include the price benefits that are expected, but
this is not the only criterion.
Other factors include the original or exclusive nature of the item, the extent of the choice and
range available, the quality, or the authenticity, as well as “the pleasure of shopping”, which
is stressed in particular by some consumers of the future Member States of Eastern Europe when
they go shopping in more pleasant stores.
CIRCUMSTANCES GOVERNING CROSS-BORDER SHOPPING AND EXPOSURE TO CROSS-BORDER OFFERS
¾ The products (or services) that are bought in the context of cross-border shopping are quite wideranging.
Apart from border regions or small countries that can be characterised as a border region in their
entirety, the purchases made by the average consumers are generally occasional and represent
a fairly small amount. More often than not they are made when a person goes to another
country on a trip (on holiday or sometimes on business), the main reason for which is other
than shopping. Purchasing via the Internet or by other means of distance transaction remains
limited.
Those consumers who were defined in this study as “cross-border shoppers” have, structurally
speaking, purchasing patterns characterised by more frequent and more substantial
purchases, and, for some of them, a wider range of products bought. With a higher socio-economic
status and level of education, they are more frequent travellers, have a greater knowledge of foreign
languages, and go on trips more often specifically for shopping. They are also more familiar with
the Internet.
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As regards the inhabitants of border regions, all travel easily into the neighbouring countries,
and even to do their everyday shopping there. Aside from this custom, which is due to the
considerable geographical proximity, some are also frequent travellers whilst others are not.
Apart from these people, European consumers appear not to be exposed to cross-border offers or
advertising in their own country to a very high degree – except among users of the Internet as a tool
to look for information.
RESERVATIONS REGARDING CROSS-BORDER SHOPPING
¾ Reservations regarding cross-border shopping stem largely from fears of post-transaction
problems occurring (for manufactured products requiring after-sales service, guarantees, any
installation required, etc.), incompatibility with technical standards for some (electrical or
electronic appliances), difficulty and cost of transport (for bulky products), dubious quality,
high prices depending on the countries, and sometimes prohibitions or the red tape of
administrative formalities or the costs these lead to. Buying a car in another country is the typical
transaction on which most of these fears centre, although at first sight it is potentially the most
attractive, given the amount of money that can be saved in a sensible cross-border purchase.
¾ Distance purchases on the Internet, which is potentially a powerful vehicle for the development
of cross-border shopping, are only made by a relatively small minority, the reliability of the
transactions continuing to be perceived as uncertain and arousing very vigorous mistrust and
worries.
The uncertainty that surrounds shopping on line generally is reflected in specific concerns about the
means of payment on line – there are concerns about the risks attached to payment to a virtual
retailer in advance for goods that may not be delivered, as well as risks of fraudulent use of
payment details.
There are other factors that serve to curb people’s willingness to use this form of shopping:
the fact that it is not possible to actually see or touch the product, the fear of complications in the
event of non-conformity of the product or delivery problems (or non-delivery) and, more generally,
the difficulty that people experience in placing their trust in a distant and virtual supplier.
In many cases, Internet shopping is limited to relatively inexpensive products (with which one
is not running any great risk in the event of disappointment), standardised products (products or
services such as air transport), and products offered by a known company (either the few major
“pure” e-commerce players, or otherwise reputable producers or mass distributors).
On the other hand, using the Internet to carry out research, compare prices, etc., is readily
accepted as a means that is increasingly used – by those who have access – and is liable to become
possibly the major tool for price comparisons and assessments of whether a particular purchase is
worth making.
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PERCEPTIONS OF THE INFLUENCE OF THE EURO
¾ Another factor that at first sight would be viewed as a driving force behind cross-border shopping
is the euro, but this is only moderately recognised as such both by consumers in the countries of
the Euro zone and by those from the other European countries. It is a factor that makes cross-border
shopping easier, that much is true, but is rarely, at least consciously, a trigger factor.
PERCEPTIONS OF SPECIFIC RISKS INVOLVED IN CROSS-BORDER SHOPPING
¾ The specific risks perceived in cross-border shopping as a rule stem from uncertainties linked to
distance and/or the absence of any direct physical contact, and, to sum up, the many
complications that people expect on account of this in the event of problems – leaving the
consumer with the impression that he has hardly any means of recourse.
The country is a risk factor of varying degrees, depending on its general reputation for
conscientiousness (in the main, the West and North) or laxity (in the East and South), whether or
not it is geographically near, and the psychological and affective familiarity one has with it.
Language is another, albeit less markedly so than one might think. For some, who do not speak
other languages and do not travel much, the lack of possible communication is a restrictive factor,
whilst others mention the possibility of “getting by” or using English, even when this is not perfect,
in order to understand the basics. However, language is a more serious obstacle when shopping for
technical products, in particular with after-sales services, and there is hesitancy in having to enter
into verbal or written exchanges in cases where one does not have a complete command of the
language.
The type of supplier also comes into play, with the well-known brands or store chains playing an
important reassuring role (although the small retailer who is known, or has a pleasant customer
approach, can also suffice to reduce the fears).
Finally, the amount of the purchase is an obvious factor of differentiation. Taking a risk on a
modest purchase does not place you in any danger, whilst there is more reluctance to do so for a
more expensive product.
ATTITUDES TOWARDS MEASURES THAT COULD PROMOTE CROSS-BORDER SHOPPING
¾ The interviewees were asked to give their reactions to various measures liable to promote and
facilitate cross-border shopping.
Among these, favourable opinions were expressed on the establishment of systems for the
provision of information on consumers’ rights in the different European countries, the
harmonisation of these rights (which appears a logical consequence of European unification), and
the setting in place of codes and trustmarks of fair business practice by organisations
representing companies and retailers – on the condition, for the latter, that this be reliable, honest
and controlled (which some doubt). On top of this there is the prospect of the adoption of the
Euro by all the European countries – with the aforementioned perceived limits.
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On the other hand, the prospect of resorting to the courts to settle any disputes (and even
having the possibility of going to court in one’s own country for this) is widely rejected as lacking
in credibility and practicality: on account of the remote and somewhat intimidating image of the
judiciary, the impression of legal action being complex and slow and, moreover, the unrealistic
character of instituting legal proceedings for a dispute generally relating to a small amount of
money that risks being surpassed very quickly by the slightest legal costs.
The recourse to a mediator is viewed in a slightly better light but also elicits a lot of question
marks – consumers generally speaking only having vague notions as to the existence and role of
such a body.
The possibility of allowing national consumer associations to intervene in order to defend the
rights of a consumer who considers himself to have been wronged by a supplier in another
country implies numerous questions. The confidence placed in them for the individual defence of
the consumers of their country varies, but is often low (except in a few countries), and doubts are
raised as to their ability to intervene abroad to defend the rights of a consumer involved in a
dispute.
On the other hand, although the need for effective application of the laws and crackdowns on any
“rip-offs” is recognised ; the idea of public authorities intervening in individual cross-border cases
is welcome in principle, but there are doubts about whether this would work in practice.
Finally, the idea of measures encouraging companies to make cross-border offers, although not
viewed in a negative light, often results in perplexity, for people have difficulty imagining the
authorities having a role in something that falls within the province of the companies’ own
marketing practices.
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CHAPTER I :
CONSUMERS AND
CROSS-BORDER SHOPPING
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I.1.
CROSS-BORDER SHOPPING IN RECENT YEARS: TYPES OF PRODUCTS BOUGHT,
PURCHASING METHODS AND REASONS FOR PURCHASE
¾ We see cross-border shopping experiences vary considerably from one country to another,
depending on the country’s status in Europe, its geographical location, its culture (whether or not
its residents have a tradition of being “travellers”, “receptive”, etc.), its political history, and its
economic level, and within one and the same country, depending on the individuals; their
psychology, their personal experience, their level of income, their geographical situation, etc.
Nonetheless, and apart from these distinctions, a number of major common denominators can be
distinguished, and these provide a structure to the kinds of items purchased and the reasons for
cross-border shopping.
¾ The participants were questioned about their cross-border shopping over the last two to three
years.
Broadly speaking, and in a fairly “transnational” manner, from one country to another we find the
following main recurrent categories of products:
• Clothes: these are items cited fairly systematically by all the participants. Often more
attractive (more fashionable, new fashions that haven’t arrived yet), they are also seen as less
expensive in the country of purchase. Certain brands (GAP, Zara, H&M) are often
mentioned as being unavailable in the country of origin (in the future Member States of
Eastern Europe, in particular). In other cases, also widespread, it is the reputation or specific
know-how or superior quality that is highlighted – French and Italian ready-to-wear,
Austrian sports (ski) clothing, Finnish and Irish knitwear, etc.
• Shoes are also often bought abroad (and are generally associated with clothes). Here Italy,
the United Kingdom, France and Spain are among the countries mentioned most often.
• Fine leather goods and leather garments (Italy, Spain, Turkey, etc.).
• Foodstuffs; these are of two main types:
• Everyday articles, available in one’s own country, but very attractively priced in the
country visited; these are basically wines and alcoholic drinks – wines carrying a
guarantee of origin chiefly in France and Italy, beer in Germany, Belgium, the Czech
Republic, etc.
• Gastronomic specialities, produce “of the land” that is virtually only found in the
country in question and/or at very advantageous prices – chocolates (Belgium and
Switzerland), foies gras (France), herring (Scandinavia), spices (Greece, Turkey and
Spain), olive oil (Italy), cooked pork meats and dried meats (Germany, Switzerland,
the Czech Republic), etc.
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• Manufactured products, under which we can distinguish:
• “Technical” and mechanical items (cars, motorbikes), and electrical or electronic
articles (small items of equipment, domestic appliances and “brown goods”, audiovisual and hi-fi equipment, computers, PC consumables, telephony, etc.) on account of
their especially attractive price and/or because they are not available, or at least not
with the same wide range, in the country of origin (especially in the future Member
States). From this point of view Germany and Belgium (cars) and the Netherlands
(cellular phones) are, on the face of it, the most attractive destinations.
• Typical articles reflecting a traditional national skill – glass from Bohemia; optics
(binoculars, lenses, cameras, etc.) in Germany (and Austria); clocks and watches in
Switzerland; carpets in Turkey; porcelain from Limoges; ceramic tiles in Spain and
Italy; linen in Portugal; “design” objects in Italy, etc.
• Perfumes and cosmetics, often bought and mostly by women; perfumes mainly, and also
beauty and care products, for reasons of price and tax-free status (France, the Netherlands,
Belgium, etc.).
• Cultural-cum-leisure items: CDs, DVDs, books, etc., because the buyer cannot find them
in his own country, or because they are considerably cheaper. It should be noted that these
are the main products purchased without any problems on the Internet (the Amazon website
being regularly cited).
Aside from these main types of products, which were practically all mentioned – with varying yet
fairly sustained frequency – in all the groups and all the countries, we can list a series of less
frequent and more fragmented purchases, such as:
• Services – medical care, dental treatment, surgery, beauty care, hairdressers, custom tailors,
car repairs, travel agents – generally in a country bordering the country of origin (for
example Swiss going to a dentist in France; Britons considering surgery in France; Austrians
or Poles having their car repaired in Hungary or the Czech Republic; holidays bought in
German travel agents by Austrians; admission tickets for leisure parks in France, or for
festivals, in Italy, Austria or the United Kingdom, etc.).
• Medicines (in Germany by Austrians, in Austria by Hungarians), either for reasons of price,
or because they are not available in their own country or are more easily accessible (without
a prescription) in the country of purchase. The Internet is also a supply channel used in this
field, albeit fairly rarely.
• Gold jewellery (Turkey, Greece and Spain), clearly cheaper.
• Very specific objects, linked to personal activities or hobbies (model making in Andorra,
flower bulbs in the Netherlands, diving equipment in Spain, fishing rods in Austria, etc.), or
specific situations (for example a tombstone bought in Latvia by a Lithuanian; building
materials – floor – in Poland; products for the disabled in Germany; vegetarian products and
a special kind of mayonnaise in the Netherlands, etc.).
• Animals (specific breeds of dogs, horses, etc.).
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• Musical instruments (in Germany by a Czech).
• A house, a few cases of Austrians owning a house in Hungary, for example.
• Financial products (the occasional Slovene who holds insurance policies and savings
products in Austria).
In addition to this first list, it is worth stressing in particular the “residents of border areas”. The
latter indeed buy very specific items on their cross-border shopping visits, which are regular and
fairly well organised, irrespective of their personal propensity for travelling or indulging in crossborder shopping in the wider sense of the term (in fact some do not travel much, if at all, and are
therefore not purchasers in more distant countries). In a way, it is the “situation” that makes the
buyer.
In fact for the most part these people are sensible “local” consumers who are simply taking
advantage of their geographical situation. Their reasons are therefore almost exclusively economic
and their purchases more often than not relate to products of everyday consumption, including a
good number of perishable foodstuffs, all of which are bought in quite large quantities (stock), for
oneself or one’s friends (“consolidated” purchases). In the main these purchases concern:
• Drinks (beer, alcohol, wine, champagne, mineral water, etc.).
• Cheeses (French cheeses in particular in the San Sebastian or Vintimille groups, and Dutch
cheeses in the German group).
• Groceries (coffee, tea, oil, cereals, dry biscuits, etc.).
• Cleaning and hygiene products (detergents, washing powders, nappies, etc.).
• Tobacco.
• Petrol.
• Medicines, and care and beauty products.
• Pastries and bread (in France, by the British group from Dover).
It should also be noted that the “big” purchases – in terms of value and size, such as furniture or
cars for example (the residents of Luxembourg for purchases in Germany and Belgium) – can be
chalked up more to the residents of border regions (even though they are still fairly rare), for
obvious reasons of physical and psychological proximity (after-sales service accessible in the event
of a car being purchased, delivery distance and distance from the dealer in the case of furniture).
Finally, it can be stated that certain countries, on account of their small size, and their situation
as a crossroads, are seen as border zones, right across their entire length and breadth:
Luxembourg, Belgium, the Netherlands (and to a lesser degree Denmark, Austria, Switzerland
and Slovenia). Here the consumers are all to some degree “residents of border regions”, exposed to
the range of products for sale in the immediately neighbouring countries. Although not prompting
them to indulge in regular and habitual cross-border purchases, as “residents of border regions” do,
this exposure does nonetheless lead them to compare more often what is available in their own
country with what is on offer in the neighbouring country (they are, in this case, apparently subject
to more “door-to-door selling” by these same neighbours), and even to make specific shopping
trips.
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¾ The purchasing methods and circumstances under which purchases are made may be summed
up as follows:
Cross-border purchases are generally made on the spot, chiefly during holidays and, to a lesser
degree (in terms of number of people, but not of frequency or volume of purchases), during
business trips, especially in the so-called “buyers’” groups (the person often sets aside some “time
for shopping”, which is experienced as leisure time and “legitimate” relaxation).
“When you are on holiday, you’re more relaxed … you can concentrate on shopping” (Cross-border buyers’
group, Malta)
“Shopping is rather accidental, when I walk down the boulevard and see something interesting, I’d go and
buy it” (Average consumers’ group, Czech Republic)
More rarely – specific cases of the inadequacy of what is offered locally (future Member States of
Eastern Europe, among others), preferential geographical situation (very attractive and “cheaper”
bordering country) – purchases can be made during trips explicitly aimed at shopping (ferry trips,
Norwegians’ “happy shopping” trips to Sweden, shopping trips undertaken by Poles to “the West”,
excursions for residents of Luxembourg to France, Belgium or Germany, or others).
“I travel every year to Spain to purchase hi-fi, videos and that type of things because they are cheaper there.
When I am there, I also buy clothes. In this case it is not because of the price but because I find clothes that I
do not find in Portugal” (Cross-border buyers’ group, Portugal)
The Internet constitutes a preferential cross-border shopping tool – or at any rate is perceived
as increasingly likely to turn into one. In fact at the moment it seems to be more or less limited to
the purchase of commonplace, fairly inexpensive items (CDs, DVDs, books or PC consumables) or
highly specialist items (motorcycle spare parts, Cuban cigars, etc.). Furthermore, Internet shopping
is only found among a small proportion of those who have Internet access, who tend to use this
more as a means of information and a way of comparing prices.
“I do not know where I get my ideas from, but when I have decided to get something, I use the Internet, quite
often “ Pricerunners”, in order to find the best prices. However, I can just as well end up buying the things
in a shop here in Stockholm …” (Cross-border buyers’ group, Sweden)
“I would always use Amazon to buy books. It saves you having to search through a bookshop – you just put
in the title and it pops up in front of you. It’ll make recommendations as well, other books you might like”
(Cross-border buyers’ group, Ireland)
Mail order by catalogue (Quelle, Otto, La Redoute, Hobby Hall or others) is also cited as a source
of cross-border shopping. This is not yet very widespread in our sample, it seems, notably because
the large majority say that they prefer to “touch, see and try on”, rather than buy “at a distance” on
the basis of photos that could be deceptive.
“There are several Dutch companies distributing their catalogues among Danish garden owners. I read them
carefully and then I call on the phone and give my orders. A few days later, I have the stuff” (Cross-border
buyers’ group, Denmark)
“I never order by mail, not even in Austria. I don’t know why, I just don’t like it that much. It does not seem
reliable to me” (Cross-border buyers’ group, Austria)
In these latter two cases (Internet and mail order), the “cross-border” nature of the purchase is not
always explicit and the person may not always be aware of it. It could be that this is only
discovered (or not) after the event (a Spaniard who did not know that La Redoute was a French
company, a German who has “noticed” that his printer ink cartridges come from Norway, etc.).
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Finally, we can add a few kinds of specific circumstances: the “Christmas markets” (Germany),
and in particular the sales in London (Harrods), Paris (Galeries Lafayette) or Milan, which are
sometimes systematically visited every year, or every season. In the countries of Eastern Europe, it
will also be seen that the sales in some bordering countries (Austria, and Germany in particular)
are all the more of a reason for cross-border shopping trips and are all the more appreciated since,
unlike the sales in the country of origin, the marked-down articles are of good quality, “still”
fashionable, and subject to genuine reductions (30-40%) – in short, they’re good “deals”.
“The sales abroad are far more attractive, it’s not like here, they reduce the price by 50 % or more” (Crossborder buyers’ group, Czech Republic)
¾ The reasons for cross-border shopping are, in the main, fairly homogenous from one country to
another and from one group to another.
The price is clearly one of the main reasons making some purchases worthwhile: be it because the
product is not taxed as heavily in the country in question (or the tax is “refunded”), be it because
the product, being typical of the country, is considerably cheaper there than in one’s own country
(customs duties and import duties), or be it on account of the differences in standards of living,
levels of economic development, cost levels and degrees of marketing making prices more
markedly attractive here or there (for example, the same brand sold at a higher or lower price
depending on the country; we can cite chains such as IKEA, Zara, H&M, C&A, GAP, and the car
manufacturers).
“Why do you ask this question ? Of course we buy where it is cheapest” (Cross-border buyers’ group,
Denmark)
“Leather furniture at interesting prices in Annecy, tableware which can be delivered in Switzerland” (Crossborder buyers’ group, Switzerland)
“My wife knows how much a monthly shop costs and then when I am being dragged around the food part of
Carrefour I can see it. The Chocopops are 80 p and they are £1.20 back home” (Border region group,
United Kingdom)
The originality or exclusivity of the item is a decisive criterion in cross-border shopping. We need
not go back over the articles or brands already mentioned, which are “typical” of such and such a
country or such and such a region (Bohemian crystal ware, wines from Bordeaux or Alsace, Swiss
watches, perfumes in France, food specialities, etc.).
“I always buy cheese in France, whenever I go. There are certain cheeses which you can find only there. A
country’s food products are part of its culture, I always buy foodstuffs” (Cross-border buyers’ group, Italy)
The choice and the range available are also decisive. This certainly concerns clothing and shoes.
Mention is made of the range and wide choice, not only in terms of styles, colours and materials,
but also sometimes in terms of sizes or specialist areas (sports clothes and shoes, for example).
“I can quite often find unique things when shopping abroad. Things you like to be the only one to have in
Stockholm” (Average consumers’ group, Sweden)
“I am large, and in Germany I find trousers that fit me, not like the standard ones from El Corte
Inglés”(Cross-border buyers’ group, Spain)
“I made a trip to Ikea in Liverpool for household things. The prices are better and they have a huge
selection” (Cross-border buyers’ group, Ireland)
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Quality – be it linked to traditional know-how or a recognised higher level of requirement and
reliability – is often advanced, in particular by the consumers of the former communist countries.
“And then I looked around in Denmark, a lot in Copenhagen. And I found that shoes look good, are
comfortable, and with high quality. What is sold in Estonia is some kind of Italian poor quality » (Average
consumers’ group, Estonia)
Authenticity, akin to the originality and exclusivity of the product, covers more specifically the
article’s unadulterated or non-fraudulent character. Respondents are alluding here to the “copies”
or “imitations” of major brands or of pirate CDs, DVDs, cassettes (which may nonetheless be
sought out as such, on account of their low prices).
Pleasure, finally, is one of the aspects widely and spontaneously associated with cross-border
shopping. This relates not only to the satisfaction to be had in the act of purchasing itself, but also
the atmosphere and affective tone accompanying it. Apart from the relaxed, easy-going
atmosphere of the situation (mostly in the context of holidays or leisure time), we can also
underline the wider context of the purchase: the pleasantness of the places visited, the tempting
displays in the shop windows, the friendliness of the people and the feeling of being made
welcome, the consideration afforded customers by the storekeepers (in particular for customers
who have come from the countries of Eastern Europe, and are particularly alive to the “service”
provided in the countries of Western Europe), or the charm of “haggling” (more so, conversely, for
nationals of the countries of Western or Northern Europe who have travelled to the countries of
Eastern and/or Southern Europe).
“In Austria, shop keepers take the time to serve you, over here you have the impression that they want to get
rid of you” (Cross-border buyers’ group, Germany)
“Cross-border shopping, when you know where, is such as a pleasant change. There is a different
atmosphere in the department stores after all” (Cross-border buyers’ group, Slovakia)
“In France, shop assistants don’t behave as if they didn’t care – unlike in our country. Here, when you want
to try on the other shoe, they watch you as if you wanted to pinch it” (Cross-border buyers’ group, Czech
Republic)
We must stress that, in the majority of cases, there is a series of reasons that justify and induce
cross-border shopping. The hierarchy of reasons differs, and certain factors are effective and
decisive to varying degrees, depending on the products.
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I.2.
PURCHASES CONSIDERED BUT NOT MADE; RESTRAINTS AND RESISTANCE
¾ Purchases that were considered but not made are relatively few in number compared with
the purchases made, or are otherwise “forgotten” (and were therefore probably not considered
very seriously).
However, one product – the car – seems to be “considered” quite often, with varying degrees of
realism and seriousness, and in the end is not bought abroad. This is clearly both the most
reliable (standard production, “brand name”) and the most “tempting” technical item on which the
saving made seems to be by far the most attractive (several thousands of Euros). But it is also
clearly the cross-border purchase that is the subject of a fairly representative set of common fears
and resistance:
• Complications, administrative and legislative “red tape”, authorisations, etc.
• Additional costs that risk cancelling out the saving made, taxes, customs duties, registration,
VAT, etc.
• Delivery problems.
• Any (costly) adaptations, adaptations for compliance with the standards of the country in
which the vehicle is used (driving on the left, accessories and equipment linked to the
climate, etc.).
• Problems in application of the guarantee, maintenance and after-sales service (negative
reactions of the local network).
• Problems and/or loss upon resale.
¾ For the rest, we can note reservations in respect of:
• Technical products requiring a guarantee and possibly after-sales service (hi-fi and audiovisual equipment, household electrical appliances, consumer electronics, etc.).
• “Bulky” products for which the cost of transport was not included and could result in the
purchase not being so attractive after all (furniture in Italy, garden gate in Sweden,
agricultural machine in Switzerland, household electrical appliances in Estonia).
“When I consider garments, then I usually buy them. But I do not want to buy bigger things because
of the discomfort. They have better quality there (abroad) and they are even cheaper. But how to
transport them from there ? … What are the reasons why I haven’t bought ? What have I considered ?
More concretely – a washing machine. Then I really thought that I could buy it. But how to deliver it
home from there ? Finally I did not buy it” (Average consumers’ group, Estonia)
• “Luxury” products that were too expensive (clothes by fashion designers, jewellery, etc.) or
exceeded the person’s personal budget.
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• Electrical and electronic products, for fear of incompatibility with local standards (power
points, voltages, connections, etc.).
“I would buy cheaper players if users’ instructions were available in my native language and tuning
in the menu system into Hungarian would be possible” (Average consumers’ group, Hungary)
• Products of “dubious” quality – sometimes associated with the very “low price” – (leather
in Poland, household electrical appliances and “brown products” in Slovakia and Italy), or
products which are not genuine (jewellery), “copied” or fraudulent, fear of being “conned”
(in Greece, Turkey, Hungary, etc.).
• The purchase of a property, with a corresponding loan (Italians in France and Switzerland;
Greeks in Austria and Germany), the idea of which was abandoned in the end (though this
may have more to do with the size of the investment than the fact that it is located abroad
and “a long way away”).
• Medical services, dental treatment, and car repair services (some Danes go to Sweden for
this), out of a loyalty to national service providers.
• Purchases on the Internet, fairly generally, on account of uncertainty as to the quality and
reality of the delivery (a few examples of non-delivery, rumours, anecdotes, etc.), and a
rejection of payment by bankcard, which is still seen as not being secure enough.
• Likewise, and to a lesser degree, as already indicated, purchases from catalogues, which
are potentially misleading (although mail order is less risky than shopping on the Internet,
since items purchased are generally paid for on delivery).
Apart from these listed factors, which are dissuasive to a greater or lesser degree, we can say that
the larger the investment (at the far end of the range, cars and houses), and/or the greater the
(technical) complexity of the item:
• The more hesitations are expressed and questions raised (low-cost articles being bought
without hesitation or qualms), and the greater likelihood of the purchase being postponed or
abandoned.
• The more language can constitute a barrier (instruction leaflets, explanations at the point
of sale), in particular in countries where English is not very widely spoken (for example
among the participants from the Baltic countries).
Moreover, a few cases of resistance along “ideological” lines are seen: affirmation of preference
for a “national” product or producer, desire to support the suppliers, producers and shopkeepers
of one’s own country, expression of an at times openly “protectionist” attitude, particularly in the
future Member States where the inhabitants may see themselves as still lagging far “behind”
economically (Baltic States, Slovenia and Poland), a distancing from the “consumer society” and/or
a certainty that the products considered are of far better quality in one’s own country (notably
fresh food produce in the “least rich” and “most agricultural” countries, countries of Central
Europe, Baltic countries, etc.).
“I will harm my own country’s producers if I go shopping abroad” (Average consumers’ group, Italy)
“I’m reluctant. I feel we should support Polish manufacturers, especially when the goods are actually
available at home” (Average consumers’ group, Poland)
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I.3.
TYPES OF PURCHASERS AND PURCHASES
¾ The sample studied in each country was, we should recall, made up on the one hand of so-called
“average” consumers (i.e., not recruited on the criterion of cross-border shopping), on the other
hand, of “cross-border shoppers”, and, in certain countries, residents of a border region.
As we have just seen, the products involved in, reasons for and restraints on cross-border shopping
are relatively speaking largely common to all of the sub-groups considered.
In other words, but for a specific “block” (of a psychological, sociocultural or “ideological”
nature), we see a fairly wide convergence of positive perceptions and attitudes in respect of crossborder shopping.
We see varying degrees of intensity in attitudes or feelings and in behavioural frequency,
rather than genuine differences of “substance”. Thus the cases of resistance, which are relatively
similar from one group to another, have more of an effect on some than on others. In other words
the “non-purchasers or infrequent purchasers” are broadly speaking more “distrustful”, without the
reasons for their “distrust” being very different from those of the “purchasers” who transact more
readily and/or more often, or for more expensive and complex items.
Conversely, some “non-purchasers” opt not to buy more because of an objective limitation of their
budget or their capacity to travel, than out of caution or a lack of receptiveness or curiosity.
Furthermore, it is clear that the recruitment has, in part, induced some associated characteristics,
which also explain the behaviour. Thus:
• The “average consumers”, without any particular experience of cross-border shopping,
are also of a lower socio-economic status and cultural level than the groups of so-called
“purchasers”. They often travel less and are therefore less experienced, and are less likely to
speak a foreign language – and consequently show themselves to be potentially shier or more
distrustful.
• The “cross-border purchasers” are often more inclined to travel and to go on business
trips, have a greater experience of a large variety of countries, and are typically of a higher
socio-economic status. With a computer in the household, they are also generally more
frequently users of the Internet.
• Finally, the “residents of border regions” cannot be assimilated into either of the
aforementioned subgroups; some, although patronising shops on the other side of the border
fairly regularly, may hardly make any other “more distant” cross-border purchases, if any at
all (in fact they do not travel much, are sometimes the most elderly, etc.), whilst others, on
the other hand, show themselves to be frequent travellers and are adept at shopping abroad,
on the spot and via the Internet.
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¾ This obviously has an effect on the products bought abroad. We can therefore make the following
(necessarily simplistic) major distinctions, by way of a broad outline.
⇒ The “average consumers”.
• They prefer “typical” products, the specialities that are representative of the
“country” they have visited and are bought on the spot during holiday stays (products
“of the land” or items involving traditional know-how, local craftsmanship, etc.).
• They choose products of reliable brands that are “inexpensive” compared with
what they cost in their own country (clothing, perfumes, shoes, etc., but also alcoholic
drinks, cigarettes, etc.).
• These are basically “opportunistic purchases”; they do indeed form part of a trip and
the enjoyment to be had in travelling, but are rarely premeditated purchases, and still
less are these trips undertaken for that purpose.
• The amount they spend, which is difficult to pinpoint with accuracy on the basis of
this one study, can generally be put at EUR 100 to 200 per trip (i.e., often once a year)
and is, in any case, less than the budget of the “purchasers” from the same country.
• Subject to reservation, these are mostly women and are older than the “purchasers”.
⇒ The “cross-border purchasers”
They may be fairly similar to the “average” consumers described above in terms of their
basic reasoning and motivation, but in addition they display other attitudes and buying
patterns.
• Their field of interest and areas of purchase are wider, and very receptive, with the
result that they can include quite expensive or very expensive products (sophisticated
appliances, “designer” clothes, vintage wines, “expensive” watches).
• The “attractive” price is not always a decisive factor. Originality or “exclusivity” (a
product not found at home) may predominate and be seen as affording the item an
enhanced value.
• Overall, they travel more than the “average” consumers, and sometimes have
personal or professional ties in the countries they visit.
• They show themselves to be more active in seeking information and making
comparisons between products in one country and another (most often via the
Internet).
• They can speak several languages, and in general say that they can speak English.
• They may have fairly regular and planned practices, go on trips (day, weekend)
specially devoted to cross-border shopping or consumption (sales in particular, as well
as trade fairs and shows, cultural events, etc.).
• Here, too, the average amount of their spending is difficult to quantify on the basis of
this one study. In any case, it is higher than that of the others and, subject to
reservations, can be put at around EUR 500 to 1,000 per year.
• Finally, these people are younger, and are represented more often by men than is the
case among the so-called “average” consumers.
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I.4.
TYPES OF COUNTRY AND PURCHASES
¾ As we pointed out in the introduction to this chapter, there is strong convergence from one
country to another as regards the main categories of products purchased abroad.
However, a few distinctions deserve to be stressed, by main types of country.
The East-West criterion is the most obvious and seems to be especially discriminatory, not so
much or only in terms of products purchased (which may be very similar in nature) but more in
terms of reasoning and ways of experiencing these purchases and viewing the future.
• In the countries of Western Europe, the consumers buy a wide range of products and, in
the main, combine the very satisfying feeling of securing “a good deal” with the pleasure
derived from the item in question. They appear to be sensible, quite experienced buyers, who
have a relatively good knowledge, for each destination, of the various “good buys” to be
brought back from their trips or travels.
Generally speaking, immersed as they are in a market economy perceived as increasingly
competitive, they are implementing their own “competitive enlargement” of the range on
offer and taking advantage of it. Cross-border shopping forms part of the trip or “makes the
trip worthwhile”. In geographically remote countries, respondents say that they find products
there that are difficult to find at home.
“My husband bought spare parts, which were not available here”(Cross-border buyers’ group,
Iceland)
For the future, many imagine that national differences will be diluted (harmonisation of
standards of living, VAT rates, etc.) and that therefore, in the long run, certain cross-border
purchases will become less and less attractive (which is already the case for some products in
the field of alcohol, petrol and cigarettes).
“The aim of Europe is that we are all on the same level, so the interest will soon wane out” (Average
consumers’ group, France)
• In the future Member States of Eastern Europe, cross-border shopping and cross-border
offers are something to which people have recently gained access, and are heavily symbolic
of a political and economic break with the past, and with a kind of “liberation” – for some, a
“liberalisation” with the reservations that can imply.
We commonly see a big “appetite” explicitly for the countries of Western Europe and the
items they produce: essentially clothes, shoes and technical manufactured products. But
in some cases (the Czech Republic, Slovakia, Poland, etc.) this undeniable attraction is seen
as heading towards a slowdown, either due to a “patriotic” reaction, or because the national
markets are “catching up”, are getting richer, are improving the choice and quality offered,
and do not need to have recourse to the countries of Western Europe so often.
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As for the other countries, the attractive price is indeed a decisive criterion, but it is far from
being the only one. It is apparently not so much a question of taking “economic” advantage
of cross-border shopping but having recourse to it, also, out of need: non-existence or
inaccessibility of the product in one’s own country – manufactured products, in particular,
but also cultural products (books, in particular); a much better quality including in respect
of “technical” products (all “white products”, “brown products”, consumer electronics, etc.)
the manufacturing norms and standards of which are perceived as being higher “in the
West”; a much wider choice (for example in clothes sizes, shoe sizes, etc.).
“Goods available now abroad will come to us next year as novelty” (Cross-border buyers’ group,
Latvia)
“It is worth buying in big stores during sales … When it is a sales period in supermarkets in
Lithuania, there are goods of very low quality being offered … And, during garbage sales abroad it is
possible to buy goods of high quality at a low price”(Cross-border buyers’ group, Lithuania)
Moreover, and in a fairly specific manner, the “standard of living and income level”, which
are lower than in the rest of Europe, determine a kind of search for “bargain” products
(furniture, cars and car accessories, household electrical appliances, etc.).
To this we can add a not insignificant and ambivalent psychological factor: a certain
valuation of “Europeanisation”, which is sometimes denounced as “snobbism” (the Czech
Republic) or, conversely, a feeling of devaluation, of being considered in “the West” as
"second-rate" customers, who are "naïve and easily duped" (Poles, Lithuanians).
The future, in these future Member States, can lead to contrasting, sometimes ambiguous
feelings: the hope of seeing salaries, the standard of living and economic development
improve, but simultaneously the fear of an increase in the cost of living (mainly associated
with the adoption of the Euro) and “hyper-consumption”. In this respect, after the enthusiasm
and “fascination” of the first few years of open borders, some people express reservations or
concern as to the effects of excessive competition.
“In the beginning we used to buy things at odd times. But we have lowered those purchases gradually.
When the market in our country was flooded we said to ourselves that the things which are there are
here too. That the food and actually anything is worth buying in our country” (Average consumers’
group, Slovakia)
Finally, we can note that foodstuffs and products of everyday consumption (apart from
“specialities” and “typical” articles) constitute a type of purchase that reveals the distance
that persists between East and West.
To simplify, the “rich” consumer countries of the West are liable to buy all the products
possible abroad and, in certain cases (cross-border areas, “small” countries), basic foodstuffs,
tobacco and petrol in a neighbouring country of “the East” (Finns in Estonia, Austrians in the
Czech Republic or Hungary, etc.).
Conversely, in the “less rich” countries of the East, the consumers do not buy foodstuffs (or
if they do, only very infrequently), since these are precisely the kind of product that is
cheaper in their own country than in the bordering countries (except for Slovenes in Bosnia,
and sometimes in Austria), and may constitute a minor bastion of national pride and
satisfaction (tastier, less contaminated, more organic, etc.).
Cross-border shopping in 28 European countries – May 2004
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Qualitative study
CHAPTER II :
EXPOSURE TO CROSS-BORDER COMMERCIAL
OFFERS
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¾ The participants, who were questioned about advertising and various commercial offers for
products or services offered by foreign advertisers, in general only have few spontaneous
recollections. As a rule, attitudes here are similar to attitudes towards “domestic” advertising:
rarely interested, often reserved or definitely hostile.
Nonetheless, and after follow-up, we see reactions that differ both according to the country (and, in
particular, according to whether or not one lives in a border region), and according to the degree of
personal interest in cross-border shopping, and the type of offers and the terms and conditions
governing them.
⇒ Marketing or direct advertising (letterboxes, telephone, e-mail, house calls, etc.).
In a number of countries, especially countries in Western Europe, the amount of advertising
received in people’s letterboxes is often so great that the brochures, pamphlets or leaflets
received are often immediately thrown in the wastepaper basket, without really being looked
at at any great length. In this context, the offers that come from foreign countries are
rarely distinguished, but are in any case relatively few in number.
Only border regions, and “small” countries, which we have already indicated as being in one
way or another large border regions themselves (Luxembourg, French-speaking Switzerland)
set themselves apart by the presence of a greater range of actively marketed offers that has a
not insignificant impact.
• Offers sent by post or deposited in letterboxes, leaflets, catalogues
In Switzerland, a number of participants report promotional pamphlets,
leaflets, and fliers received by post or thrown into their letterboxes. These are,
inter alia, chiefly promotions published by French hypermarkets (within a
radius of 50 to 100 km), tourist office catalogues (regarded, moreover, as
“attractive, honest and well produced”), and occasional special offers (sales,
new products, etc.).
In Luxembourg, likewise, many point to the existence of a weekly “advertising
package”, distributed in letterboxes and containing a number of different crossborder offers. These may come from shops in Metz (France), Messancy
(Belgium) or German towns such as Trier (chiefly relating to furniture,
computer equipment, technical products, or gardening tools and equipment).
In these two countries, we see fairly receptive attitudes. People often “have a
quick look through”, make comparisons, and check prices.
Belgium also seems to be fairly “swamped”. Here, the interviewees show
themselves to be receptive to varying degrees: sometimes they are interested (if
they are looking for a particular product at the time), and sometimes they
systematically reject what they receive, in irritation.
Denmark also seems to be subject to quite a lot of “canvassing”, in particular
on the part of German suppliers and distributors. The participants questioned
show themselves to be rather irritated on the whole.
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As regards the countries bordering Germany, mention should be made of the
bad press given to the leaflets and advertising for a German lottery, which is
denounced as a “con”. Similarly, people are very suspicious of all “coupons”
that simply have to be filled in in order to enable the recipient to “win” prizes
and discounts.
As for the border regions, it is clear that these are “naturally” more exposed to
cross-border offers. In the main, it is the bordering country (or countries) that is
(or are) the most active, for example:
° Germany in Salzburg (furniture, supermarkets, etc.), but also Hungary and
the Czech Republic (Excalibur Park).
° France in San Sebastian, Vintimille (property), Mons, Dover (ferries,
Auchan, Cité Europe, etc.).
° Germany (“Klingel” fashion magazine) and Belgium (furniture) in Breda
and in Mulhouse (large DIY stores, etc.).
° The Netherlands and Belgium in Euskirchen.
° Denmark in Malmö.
Finally, mention can be made of certain mail-order brands or companies that
send out catalogues: Quelle, Otto, Schuster (Germany), La Redoute, Yves
Rocher (France), “Tell Sell”, items and furniture for babies (Spain and Italy) or
offers that arrive in the post from stores where one has already bought
something and/or at which one is a credit-card holder (Harrods, Galeries
Lafayette; Metro, Hobby Hall, Fagor, Taliani & Ardo, Majdic, Jager, etc., more
especially in the former communist countries).
In the future Member Sates of Eastern Europe, exposure to offers seems to
be quite low and/or is seen as less intrusive. In some cases, reference is even
made to the period when the borders were closed, when catalogues from
Western Europe (Germany in particular) were welcome and were passed from
one person to another, and from one family to another (the Czech Republic,
Poland, etc.).
In the Baltic countries, apart from the relatively low level of exposure to
offers, mention is made in particular of language problems (respondents
pointing out that some pamphlets are “not translated”).
• Telephone calls
These do not seem to be very widely reported and, in any case, are viewed
extremely badly, as being very bothersome, intrusive, aggressive, and more
dissuasive than encouraging.
The culprits, apparently, are mainly wine merchants and financial institutions
(offers of investments or insurance policies, particularly in the United Kingdom,
Switzerland and Germany), aside from a few calls relating to property
investments (for Spain, Portugal, etc.).
In a few rare cases, and because they gave rise to a positive experience in the
past, they are personalised and well received (example of one Luxembourg
resident who buys his wine from a producer in Italy, and who pays on delivery).
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• E-mails (“spam” and “pop-ups”).
Often indeed of foreign origin and perceived as dubious (products that are more
or less lawful or pornographic) and poorly targeted (Viagra offered to a woman,
etc.), they are unanimously and vigorously rejected everywhere. Everyone or
virtually everyone deletes them without opening or reading them, and some
hope for tighter legislation making it possible to avoid them.
The few (rare) examples of messages on mobile phones (msm) are also very
poorly received.
• House calls, door to door.
Very few cases are found in the countries studied. They are vigorously rejected
out of hand and judged to be counter-productive (except, it seems, among some
inhabitants of Luxembourg, who are more welcoming).
⇒ Advertising in the traditional media (television, radio, billposting, press)
Like national advertising, television and radio commercials are given widely varying
assessments. The exposure stems more from reception of foreign television channels than the
perception of foreign advertisers in commercial breaks in one’s country (except perhaps in
Luxembourg, where there is a lot of German-language advertising).
Some cite the specialist “tele-shopping” chains (in Belgium, Austria, Switzerland, etc.).
Posters are practically non-existent, except in certain border areas (vague undefined
recollections, other than for billboards advertising tyres in Slovakia, low-cost airlines in
Vienna, etc.).
Finally, some advertising by foreign advertisers has sometimes (though fairly rarely) been
noticed in national publications. These may be mainly specialist magazines (cars, fashion,
etc.) or publications linked to hobbies (model building, for example).
⇒ Consultation of Internet sites
Among the participants with computers (a subgroup varying considerably from one country
to another), the active use of the Internet for information, and to look for specific
information and compare prices, is quite widespread.
The “Amazon.com” website is quite widely cited and constitutes the typical example of a
website that people are happy to consult. It also leads to online purchases being made.
Some websites offer price comparisons (“e-Bay”).
Mention is then often made of the websites of travel agents or airlines, which are mainly
consulted in order to obtain the best fare.
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Generally speaking, this form of (deliberate and active) exposure to commercial offers,
and in particular cross-border offers, is perceived positively and satisfactorily. This is
an effective and much-appreciated information tool.
⇒ Besides advertising and commercial offers, another channel that acts as a positive
stimulus for cross-border shopping is mentioned spontaneously quite often: word of
mouth, the experience of relatives, friends, contacts or residents in the country
concerned. This is clearly one of the most reliable and credible sources that there are
("personal information networks").
In this respect, it is interesting to note that the discussion groups themselves, and the
exchanges of experiences that they led to, sometimes aroused a fresh or renewed interest in
cross-border shopping among non-purchasers or infrequent purchasers.
Finally, occasional reference is made to specialist magazines (“Altroconsumo” in Italy,
“L'Illustré”, a consumers’ magazine, in Switzerland), articles in the press (comparison of the
“Irish shopping basket” with those of other countries), television programmes (“A bon
entendeur” (Switzerland)) or radio programmes (“On en parle” (Switzerland again)),
“freefone numbers” (the “Citizen's Service Centre” (Greece)) – all areas of media coverage
reflecting and bearing witness to the cross-border “phenomenon”.
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CHAPTER III :
INTEREST IN CROSS-BORDER SHOPPING
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III.1. SPONTANEOUS INTEREST IN CROSS-BORDER SHOPPING
¾ People’s interest in cross-border shopping – or at least in the principle of it – is almost
unanimous.
As we have seen, there are a number of reasons for this. Everyone sees a benefit in it (chiefly of
an economic nature), and/or a specific interest or need (objects or services not available in one’s
own country or of a lesser quality), and/or a wider choice (a range of products and diversity within
one and the same category of items), and/or a pleasure (typical or original products), the
satisfaction of a personal desire (purchases on impulse, purchases of articles responding to a
particular desire or requirement).
The real differences and the reservations stem more from the (objective, psychological or even
“ideological”) obstacles encountered and the possible difficulties of going ahead and making the
purchase, than from a genuine distance or indifference vis-à-vis this kind of consumption.
In other words, and in order to obtain a picture, we can consider that all our participants are on the
same positive interest continuum but that, for each of them, the cursor indicates a varying
propensity for cross-border shopping.
The groups of “average consumers” contain, by definition, individuals who are “less” interested
than the groups of “purchasers”. Likewise, they are undoubtedly more subject, in one way or
another, to “cyclical” changes to their buying patterns in line with the evolution of the
environment. For example, they might imagine that, with the costs of travel going down, they will
be prompted to travel more often and therefore make more cross-border purchases.
“Dutch people are very careful (with prices), I would wait to see which way the wind blows” (Average
consumers’ group, Netherlands)
Conversely, the anticipation of a homogenisation between the markets, standards of living, prices,
etc., may lead others to envisage reducing their purchases abroad. At the same time, the enrichment
of certain markets, which are currently less well stocked and not very competitive (future Member
States in particular, but also small, geographically outlying countries (Portugal, Ireland and
Iceland), could render cross-border shopping pointless or “less attractive”.
“If we can all do our shopping in every place, the market will end up being levelled … certainly not
downwards ! Then there will be no advantage left” (Average consumers’ group, Italy)
The groups “of purchasers” see themselves continuing their cross-border shopping and, for the
most part, even foresee increasing it in the future (with travel, exchanges and the circulation of
products being further developed and facilitated, the Internet making further progress, etc.).
Besides, the “younger” generations are perceived – and see themselves, too – as more inclined to
make this kind of purchase (greater familiarity with travel and the Internet, in particular).
“It started out as a novelty that captured my interest but now I have become accustomed to it. I do not think
that I will grow out of it unless it becomes more complicated or somehow restricted” (Cross-border buyers’
group, Sweden)
“Yes, I am interested in the foreign offers as well, I just surf on the Net and look at the web sites. If it seems
nice and reliable, I remember it” (Cross-border buyers’ group, Austria)
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¾ Since the types of products and services in question are those judged to be “worth” buying abroad,
we find here the same main categories and the same reasons or cases of resistance as already
described in Chapter I.
On the other hand, two kinds of reservations or fears as regards the future of cross-border
shopping are expressed more or less explicitly and are of a relative significance that varies
according to the countries:
• For the interviewees of some countries, cross-border shopping has negative effects on
the internal market, with exacerbated European competition leading to national companies
and small local industrial concerns disappearing. These risks are mentioned in particular in
Poland, Slovakia, Hungary, Greece ...
• The concentration, competitiveness and globalisation of production and distribution channels
risk reducing the economic benefit to be had in cross-border shopping and/or leading to a
generalised increase in prices – this aspect being stressed more in the present-day Member
States of the Union (France, Germany, Italy, Spain, Denmark …).
Conversely, as a positive echo, it can be considered – notably for the future Member States –
that:
• Europe will help ensure that national economies and national production record progress,
and that improvements are made in the quality of products/services and consumer protection.
• The Union will promote the countries’ national economy and production, so that the
countries’ qualities, skills and specific characteristics become more visible, and can be
promoted and sold in partner countries.
In fact, the attitudes often incorporate this series of perceptions and judgements, which tend to be
structured on a more collective basis, from the citizen’s point of view, on the one hand, and on a
more individual basis, from the consumer’s point of view, on the other.
To sum up, positive and fairly optimistic opinions are in the majority (even though there are
still uncertainties and questions, especially in the future Member States, and in particular in the
former East Bloc).
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III.2. PERCEPTION OF THE “PRICE” FACTOR
¾ The “attractive” price is obviously one of the decisive factors in cross-border shopping.
All the participants mention it, even if they are infrequent purchasers or non-purchasers, and even
if the price is not necessarily “attractive” for all products.
It is striking to note that virtually all the participants think that the cost of living is high in their
own country, and/or that taxes and VAT on certain products there are more disadvantageous than
in other European countries (Finland, Denmark or even Ireland), and/or even that the profit margins
applied by “middlemen” there are prohibitive (the Baltic countries, among others).
¾ This auto-perception of one’s own country is of course emphasised and qualified to a greater or
lesser degree according to the countries. We can say, for example, that:
• In the present-day Member States, the trend is to think that the “price” benefit will
diminish, or will only concern a smaller number of products (alcohol, cigarettes, petrol and
clothes are already often perceived as less “attractive” than 10 or 15 years ago).
• In the future Member States, where the standard of living and salaries are generally lower,
the economic interest, which is certainly very much sought after, is hardly ever
disassociated from other equally decisive aspects – quality, in particular from the point of
view of value for money, availability, and choice. Here, consumers expect cross-border
shopping to offer not only an economic interest (which may be an immediate interest, but
also a long-term one in the case of a sounder, longer-lasting purchase) but also an increase in
their purchasing capacity.
In a way, and viewed schematically, in the first case the consumer buys first and foremost a
“price” (a saving for a product or service that can be found at home), whilst in the second, the
consumer is also buying something else (access to a product that is not available in his own
country or that is of an incomparable quality and more reliable, or to a way of life or a culture).
Beyond this, and more generally, the countries have fairly homogenous reputations as being
“expensive” or “cheap”, and this often coincides with the perceptions of the nationals of the
countries in question. Thus, and very generally, we can list:
• “Expensive” countries, though these remain attractive for certain products:
• The Nordic countries (Finland and Sweden)
• Switzerland
• Luxembourg
• Germany
• The United Kingdom
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• “Attractive” countries for the consumers of Western Europe and for those of certain
countries of Eastern Europe themselves (consumers of some countries of Central Europe
going to the Baltic States, and vice versa):
• The countries of “Eastern Europe” (the Czech Republic, Slovakia, Poland and
Hungary).
• The countries of “Southern Europe” (Portugal, Italy, Spain and Greece).
¾ As regards the “attractive products associated with the different countries, we can point to the
following findings by way of a broad outline.
Within the present-day Member States, we see recurrent associations between products (leaving
aside the very “typical” articles that have already been discussed) and especially “attractive”
countries:
• Technical appliances and electrical or electronic equipment (small or large household
electrical appliances, hi-fi systems, video recorders, video cameras, cameras, computers,
etc.) in Germany
• CDs, DVDs and computer consumables in the United Kingdom, the Netherlands and
Germany
• Cars and car accessories in Germany and Belgium
• Clothes (for adults or children) and fashion items, in many countries: in France and the
United Kingdom, particularly in Paris and London (chiefly on account of the big department
stores, sales on designer clothing, etc.), but also in Italy (in Milan) or in Germany, in
particular for the Spaniards
• Shoes and fine leather goods, in Italy and France, and leather clothing in Spain
• Beauty and care products and perfumes, in France in particular
• Furniture in Germany
• Decoration (small items) and fabrics in Italy and France
• Tiling and ceramics in Spain and Italy
• Household linen in Portugal
• Dental treatment (in a fairly marginal fashion) in Sweden, for the Danes.
It will be noted that the countries of Eastern Europe, despite being judged as “inexpensive”, are
poorly represented on the list (undoubtedly they do not receive large numbers of tourists at the
moment) or only appear in a fairly marginal fashion and for typical products (for example fine
glassware from Bohemia). Only the Austrians – clothes and cosmetics in Poland, services in
Hungary (dental treatment, car repairs), and jewellery in the Czech Republic) – and consumers
from the Nordic countries (Denmark in particular) mention them as “very attractive” for everyday
consumer goods.
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In the future Member States (mainly in Eastern Europe), apart from the interest in products that
are either unavailable or of poor quality in one’s own country (clothing, technical items, etc.),
which tend to be sought in the West – in Germany, in particular, in Austria in the “Metro” stores
and at IKEA, and in Belgium and Italy –, we see perceptions of mutual benefits in making
purchases in neighbouring countries, in particular:
• Leather goods and clothing in the Czech Republic for some Lithuanians, Hungarians and
Poles
• Sports articles and building materials in Poland for some Lithuanians
• Foodstuffs in Austria and Bosnia (the “Merkator” chain) for some Slovenes, in Croatia and
Bulgaria for some Hungarians, in Slovakia for some Poles, and in Poland for some
Lithuanians
• Catering in Hungary for some Slovenes.
¾ Finally, we can note that the assessment of the economic benefit is often viewed as a percentage.
Consumers look for differences of at least 15% (fairly rare in fact), but the expected savings are
for the most part of the order of 30% to 40%, and mentions of 60% or 80% are not exceptional (in
the countries of Eastern Europe in particular). The “type” of article, its degree of “exclusivity”
(whether or not it is available in one’s own country) and its attractiveness obviously also play a part
in this aspect (for very desirable products and/or products not available at home, consumers might
even pay “quite a high price” or a price not representing any “saving”).
For “very expensive” items (above EUR 1,000, for example), the gain in absolute value is also
appreciated. This is the case, in particular, for the purchase of a car, where the differences in price
are very tempting.
We can recall that the reasons given for the price differences observed are:
• Differences in VAT and sundry taxes
“Our taxes, chiefly the VAT, which is higher than in any other country in the EU”(Cross-border
buyers’ group, Portugal)
“The reason why Zara in Greece is cheaper than the one here in Cyprus is because in Greece they do
not pay that extra 15 % of taxes that we pay here in Cyprus” (Cross-border buyers’ group, Cyprus)
• Customs duties
“Then you can travel to, for example Spain, and you can cross the borders of all three countries, and
if you like something in Spain you can buy it, you don’t have to bother with Customs
anymore”(Average consumers’ group, Slovenia)
For customs duties and VAT, the statements made by some interviewees in some countries
which are not (yet) members of the European Union indicate in fact that they sometimes
evade these by omitting to declare their purchase to the customs authorities, possibly after
having received the tax refund on leaving the country in which the purchase was made.
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• Differences in the standard of living and in salaries or costs
“In France, in Italy, and even more in Spain or Portugal, the shop assistant gets paid 2000 or 2500
Swiss francs per month, over here he gets paid 3800 or 4000 Swiss francs” (Average consumers’
group, Switzerland)
• Commercial practices (the middleman’s margins)
“Our shopkeepers set a 200 % margin on imported shoes, that is why it is better to buy shoes in
Italy » (Cross-border buyers’ group, Slovenia)
• Development of the market (state of the competition, etc.)
“ Switzerland is a country of cartels, not of free competition … for butter, or wine, or construction …
prices are fixed by the cartel, the consumer has no say” (Cross-border buyers’ group, Switzerland)
• Transport costs
“It’s very difficult to make the comparison, you would have to know how much the transport to
Iceland costs and other costs” (Cross-border buyers’ group, Iceland)
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III.3. IMPACT OF THE EURO
¾ The analysis of the statements made by the participants in the group discussions on this subject
enables the following findings to be made in the Euro zone.
• Consumers in the countries of the Euro zone very generally recognise the fact that the
introduction of a common currency has made price transparency and comparison
easier.
This applies to purchases they might make when they are in other countries of the zone, for
which in theory they no longer need to make the effort of doing any currency conversion in
order to assess the level of the prices proposed – and the same goes for offers they might find
on the Internet (mentioned here in particular by some interviewees from Luxembourg,
Belgium, the Netherlands and Portugal). A few even observed prices displayed in Euros in
countries outside the Euro zone (Switzerland mentioned by some Frenchmen, Turkey
mentioned by some Belgians, etc.).
This advantage is stressed in particular by the interviewees in the groups of crossborder purchasers, who have found themselves in the specific situation of being confronted
with prices in Euros outside their own country more often than average consumers, who are
less exposed and who sometimes talk about this in more theoretical terms.
“It spares you the calculations, you have a better idea (of the price)” (Average consumers’ group,
France)
“Prior to the euro, I did not compare prices on the Net because I had to calculate the difference
between different currencies. Now, the prices that we see on the Net are all in euros » (Cross-border
buyers’ group, Portugal)
Depending on the country, it seems to be emphasised less by the German, Austrian and
above all Irish interviewees – either, for some of the former, because the assessment of the
prices, by way of a quick mental conversion, did not pose any major problem for them
before (the case, in particular, of Austrians who go cross-border shopping in Germany, and
were very used to the value of the Deutsche Mark), or, for the latter, because many of their
purchases abroad are made in the United Kingdom, which has not adopted the Euro.
“Of course the euro is a benefit. But it was not a problem with the DM either” (Cross-border buyers’
group, Austria)
“So far no change – when I do shopping in the UK” (Average consumers’ group, Ireland)
We can also note, taking all the countries together, that the facilitating effect is not (or is not
yet) total, since people have not yet acquired references for the value of things in Euros,
and because they continue to convert into their former national currency, even for purchases
in their own country. This is especially true of products or services involving large amounts,
whereas these references have been acquired much more frequently for everyday products or
services with a low unitary value.
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Furthermore, some mention the fact that exchange operations, and the losses incurred when
changing money, are now a thing of the past. However, this is fairly rare (explicitly cited
only among a few Austrian, French and Spanish interviewees), as if people had already
forgotten the complications this used to involve.
• At the same time the Euro is rarely considered as a direct factor encouraging crossborder shopping. This may be explained by the fact that, for many, these purchases are
made on the occasion of a trip or journey, which has another main purpose, and that the
consumers concerned have rarely made explicit comparisons of the respective prices for a
product in different European countries (mainly via the Internet in these cases).
The reality is no doubt more complex, precisely on account of the non-explicit and only
partially conscious nature of the comparisons made. Various signs indeed reveal that the
existence of a common monetary reference at least makes it possible to ascertain more easily
and quickly whether a particular price is attractive or not when one is exposed to it, and to
hesitate less in going ahead and buying the item in question. The statements made by
some interviewees who say that they are less likely to buy now in countries not belonging to
the Euro zone, suggest this a contrario.
“Comparing products and prices has eased with the introduction of the euro – the Swedish and the
British made a bad decision not to join monetary union – I have clearly reduced travelling to Sweden
based on this reason among others” (Cross-border buyers’ group, Finland)
“I do not compare prices with the prices in England because I have to calculate in pounds and I find
it annoying” (Cross-border buyers’ group, Portugal)
It is true that the greater transparency brought about by the common currency can also lead
to an immediate awareness of a high price with which one might be confronted – a fact
mentioned by some consumers declaring themselves now to be “better informed” and
more inclined to exercise caution.
“It becomes easier, and you can find out if it is expensive in a faster way” (Cross-border buyers’
group, Netherlands)
• The idea of price increases following the introduction of the euro can also put the
perceived interest in cross-border shopping into perspective.
This is expressed here in particular by some interviewees from Luxembourg, Germany,
Spain and Ireland, but we know, on the basis of previous observations, that this “inflationist”
picture of the Euro also exists elsewhere.
• We can also note, among the consumers of various countries, the impression that the Euro
will contribute to “evening out the differences” and making prices uniform (with the
underlying notion of “globalisation” or “concentration”), and therefore make cross-border
shopping less attractive in the future – one German going as far as to say that he viewed it as
“the destroyer of good deals”.
“I think that the more it goes, the more prices will be similar” (Cross-border buyers’ group,
Germany)
• Overall, however, the large majority opines that the Euro is a “good thing” – the people
questioned reasoning not only as consumers, but also as citizens who see it as the symbol of
a significant evolution in the Union and as symbolising a sense of belonging.
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¾ In the countries of the European Union that have not adopted the single currency, the
advantage of simplification owing to the Euro is also recognised, albeit put into perspective
either by the infrequency with which prices in the different countries in the Euro zone are
systematically compared, or by the fact that conversion is still required, or (among some residents
of the border regions studied, and in the groups of cross-border purchasers in Denmark and
Sweden) by the acquired “agility” in ascertaining the price level despite the conversion operation.
Some Danish interviewees, thinking of purchases on the Internet, also point out that consideration
of the incidental costs incurred (transport, etc.) in fact makes the comparisons less immediate here.
“The euro has made a bit easier the job of comparing prices” (Cross-border buyers’ group, Sweden)
In these countries, the Euro is in the main recognised as making things easier when one is abroad,
but few regard it as a factor triggering cross-border shopping, even in the event (widely mentioned
in Denmark) of the Euro being adopted in the future by the country of which one is a national.
The idea of prices having risen further to the introduction of the Euro in those countries that have
adopted it is also voiced by some interviewees (in Sweden, where this was no doubt a factor in the
public debate in the referendum campaign).
¾ In the other countries of Western Europe that are not members of the Union, there are
contrasting attitudes.
• The Swiss who were questioned (who, it will be recalled, behave to a large degree as
residents of a border region, and many of whom moreover are used to travelling) are very
clearly of the view that the Euro has increased transparency and genuinely facilitates
price comparisons – both between their country and other neighbouring countries and more
generally between the countries of the Euro zone to which they travel (a single conversion
calculation to be done rather than several).
“The main advantage for us Swiss is that we now have only one conversion to make into Swiss francs.
Whatever the country in Europe, we know he exchange rate is 1.5” (Average consumers’ group,
Switzerland)
However, some of them express the idea, which is also cited by others, of a gradual
rapprochement of price levels between the European countries, making cross-border
shopping less attractive in the long run.
• The Icelanders also recognise, in quite large numbers, the fact that the cross-border
purchases they make – albeit with a lower frequency and to a lesser extent than the Swiss,
for obvious geographical reasons – have been rendered easier by the Euro. This is the case in
particular of those who have had occasion to travel to several countries of the Euro zone.
• The Norwegians are markedly more doubtful. Some specifically see it as representing a
simplification factor when they travel to several European countries and are able to compare
price levels more easily. Others point out that their country “doesn’t have the Euro” (and few
envisage it ever adopting it), or highlight the fact that they do much of their cross-border
shopping in countries that have not adopted the Euro, or even say that they have no means of
comparing the prices applied in different countries (in the case of people who are not Internet
users, in particular).
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¾ As regards the future Member States of the European Union, reactions differ quite widely
from one country to another. We can see:
• In Cyprus and Malta, attitudes that are fairly close to those of residents of the Member
States of the Union, at least among those who make cross-border purchases more or less
frequently, as regards the fact that the Euro has today made it much easier to assess price
levels and make comparisons between one country and another.
“When I compared prices of products in Greece and in the Netherlands, I saw differences” (Crossborder buyers’ group, Cyprus)
• Attitudes of the same kind, albeit less marked, in Slovenia, Hungary, the Czech
Republic, Slovakia, Estonia and Lithuania – at least in the groups of cross-border
purchasers of these countries: simplification of conversions, easier comparisons.
But it is often on the prospect of their country eventually joining the Euro zone that the
interviewees express opinions. The facilitating factor that the Euro represents will then also
concern the comparisons between their country and others, and currency exchange
operations will disappear (although on the other hand some think of the disappearance of the
money they currently make – or think they make – by “playing” the exchange rates).
“It will have both advantages and disadvantages, and, being a small country as we are, we will make
profit on something and lose on something else” (Cross-border buyers’ group, Czech Republic)
The average consumers show themselves to be more doubtful, either because they are
afraid of price increases (a widely held idea in these countries) or because the main obstacle
to the development of cross-border shopping remains their low purchasing power.
However, both groups show themselves overall to be fairly in favour of the future adoption
of the Euro or, at least, see it as a necessity that cannot be avoided.
• More abstract considerations in Poland and Latvia: comparisons which are in principle
easier, but in fact are not very obvious: either because people do not know where to find
factors of comparison or are restricted by low purchasing power, or even, here too, on
account of the “inflationist” image of the Euro.
“For specific services prices will go up substantially. At least 30 %” (Average consumers’ group,
Latvia)
• Overall, in the future Member States, an ambivalence between the expected or hoped-for
benefits of membership of the European Union and the Euro zone (including the promise of
economic development, an improved standard of living, or increased salaries) and the fears
or uncertainties on this subject.
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III.4. IMPACT OF ELECTRONIC COMMERCE
¾ Here, we see a relative gulf between people who have a computer and Internet access, and those
who do not.
Among people with a computer, the Internet is unanimously seen as an ideal tool for obtaining
information about products and services and in particular for comparing prices, sometimes in
one’s own country, but above all on a Europe-wide and worldwide basis.
“Even though there is not yet a European-wide search engine for making price comparisons, there are e.g.
German search engines – I believe that if you are willing to make the effort, you can definitely find out the
price” (Cross-border buyers’ group, Finland)
“One can do it (on the Internet) for comparable branded goods. I always check it on the Internet before I go
shopping somewhere … Otherwise, the comparison would be pointless” (Cross-border buyers’ group, Czech
Republic)
Currently, it seems that the majority of people consult websites dealing in books, CDs, and DVDs.
Amazon.com is very widely mentioned (and, to a lesser degree, E-Bay).
Apart from these, ticketing websites (mainly airline tickets and tickets for concerts), travel agents’
or tour operators’ websites (holidays and hotels), and websites for software (software packages,
consumables) or electronic items (computers, mobile phones, etc.) are also visited. Finally, many
major brands or chains of stores established in Europe are known to have or assumed to have a
website.
It should be noted that consultation does not necessarily lead to an online purchase. In fact,
online buying appears at the moment to be relatively limited, and in the main restricted to books,
CDs, DVDs and flight tickets. Only rare cases are recorded of other types of items being bought,
which are of a fairly specific nature (Cuban cigars on a Spanish website, motorcycle accessories on
a German website, and so on).
¾ The advantages and disadvantages attached to the Internet are linked to those traditionally
associated with “distance” buying:
• Choice, being able to compare “in your own good time”, better price, ease (“a click is all it
takes”), (expected) speed.
• But, on the other side of the coin, the delivery time, the risk of disappointment, the risk of
non-conformity or damage on arrival, or the risk of non-delivery (a few anecdotes and
“rumours” about this sort of thing happening), and above all, as far as many people are
concerned, the fact that it is not possible to see, touch and try (on) the item before buying.
“How would I know that the picture that they show on the Internet is representative of the product
that I want to buy ?” (Average consumers’ group, Cyprus)
“But the terms of delivery are a problem. It is still a bit cumbersome” (Cross-border buyers’ group,
Austria)
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As regards purchasing on the Internet, in particular, we find very deep distrust as regards the
reliability of the supplier, the transaction methods, and risks of being “ripped off”. The
practice of paying in advance, by bankcard, on line, before delivery of the ordered products,
lends considerable importance to the criterion of reliability of the company presenting its
products or services via this medium.
“Me, buying on the Internet ? No, no and no ! I want to see what I buy !” (Border region group, Belgium)
“I only give my credit card number to certain companies, such as Amazon, they are safe in my opinion” »
(Average consumers’ group, Austria)
“It’s a big risk. I wouldn’t buy anything on the Internet unless I was absolutely certain of the site’s
reputation and security” (Cross-border buyers’ group, Ireland)
This is currently the main declared obstacle to the extension, generally and individually, of
“electronic purchasing” as such, and – all the more so – cross-border purchasing, since the latter
accentuates the suspicions: remoteness and objective and psychological inaccessibility of the
supplier (communication difficulties, language), fears of “rip-offs”, fraud or non-delivery, and
doubts about guarantees and any after-sales service.
“Yet I often look to see if the company with which I do my transactions over the Internet is a serious one. It
normally shows from the presentation of the site. But I also often call on the phone, to get additional
information” (Cross-border buyers’ group, Luxembourg)
In actual fact, it is almost only books, CDs, DVDs and small items of electronic equipment that are
purchased in any great quantity.
“I receive quite a lot of advertising for CDs from France, I know the supplier, and I regularly buy by email”
(Average consumers’ group, Switzerland)
However, it should be noted that electronic commerce is generally viewed as likely to develop in
the future. Broadly speaking, it has more adepts among young people and among men than among
women.
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CHAPTER IV :
DEGREE AND FACTORS OF INTEREST
IN CROSS-BORDER SHOPPING FOR DIFFERENT
PRODUCTS AND SERVICES
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IV.1. GENERAL PROPENSITY TO MAKE CROSS-BORDER PURCHASES
¾ In this chapter we will look at the reactions to the suggestion of purchasing in another country for a
series of products and services, so as to ascertain for each “type” of product its degree of
attractiveness and the specific reasons behind its purchase abroad, and resistance thereto. First, the
following general observations should be made:
As we have already seen in the previous chapter, we can say in short that the propensity to make
“attractive” purchases is great, in all countries, subject in varying degrees to conditions.
Of course, and first and foremost, the trend is the greater when the price in question is really
attractive and the perceived risks non-existent or low:
• Therefore, preference for buying on the spot, with a direct assessment of the product
• Quality equal to or greater than that found at home, and/or known brands
• Reliability of the seller and climate of trust, “authentic” product (no “rip-offs”, “forgeries” or
“copies”, except in specific cases where this is deliberately chosen)
• Assurance that the price quoted is the “total” price, with no “hidden” costs (taxes, transport,
delivery)
• If necessary, explanations and instructions for use in one’s own language
• For some products, possibility of after-sales service and guarantee on this point
• Guarantee valid in one’s own country
• If delivery is involved, assurance of possible return (or refund), and payment (or payment of
the balance) upon delivery.
As for the reservations and resistance, we find those that have already been pointed out:
• Efforts (search, negotiation, etc.) or potential worries (delivery, after-sales service,
guarantee, administrative formalities, etc.), which at the end of the day do not make the
difference in price worthwhile
• Poor quality (not apparent at first sight) or a “con” linked to the “low price”
• Unforeseen or overly high incidental costs (transport, delivery, adaptation to the standards in
the case of technical products, taxes, etc.)
• Loyalty to one’s local dealers and/or the fear of not being attended to or taken into
consideration in the event of a problem (repairs, after-sales service)
• The feeling of public spirit, and of harming the national economy and national producers
• Insecurity of the transaction, almost exclusively associated with buying on the Internet.
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¾ However, having made all these remarks and reservations, everyone agrees in considering that a
saving is always and necessarily tempting, or at least worth considering. We did not find any
absolute and unconditional opponents to genuinely “attractive” cross-border purchases, especially
in respect of items that are substantially more expensive in one’s own country. Clearly purchases of
a (relatively) low cost are not only more readily made abroad (no great risk) but also easily given
up (no “valid” saving in view of the possible resulting inconveniences).
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IV.2. PROPENSITY TO PURCHASE DIFFERENT PRODUCTS AND SERVICES IN ANOTHER
COUNTRY
¾ A number of products or services were presented to the group participants, so as to explain and
clarify each person’s positions.
A- A new car
This is the product most often cited as a potential source of a very enviable saving (several
thousand Euros, and even in excess of EUR 10,000). But it is also the item that presents most
risks and potential bother after the purchase – taxes, administrative formalities, additional
costs, adaptation to the standards, guarantee (same term and with the same clauses?), aftersales service, servicing, the way the vehicle is received by the local network, difficulties in
selling, etc.
“I wanted to buy a car in Germany, even with the additional expenses, it was quite a good deal. But
getting the car registered in Italy made it a complicated affair, I preferred to give up” (Cross-border
buyers’ group, Italy)
“It was extremely complicated, with registration, customs … we won’t do it again” (Average
consumers’ group, Switzerland)
“They tell you : you have bought your car elsewhere, well, we can’t repair it” (Average consumers’
group, France)
The British (despite driving on the left), Danes (very expensive cars), Italians, Swiss,
Norwegians (positive word of mouth), French (some successful experiences, in Spain),
Hungarians and Czechs seem more particularly interested.
Germany and Belgium most often, but Sweden and Denmark, too, are cited as the
“attractive” countries when it comes to buying a new vehicle. Greece, Italy, Austria and
Poland seem to be more “interesting” for the countries of Southern Europe (Cyprus and
Malta) or Central and Eastern Europe (the Czech Republic and Slovenia).
“One can find a Mercedes or a BMW 3000 Euros cheaper than those sold in Greece, having also
more standard equipment and accessories, with no extra charge” (Cross-border buyers’ group,
Greece)
Generally, it is mainly men who are interested in this subject, some of them making inquiries
with varying degrees of seriousness and sounding out opinions among their acquaintances.
However, it should be noted that most only have fairly vague information and do not
distinguish a purchase in the make’s network from a purchase from an “importer”.
In fact, in our sample, we only find very few cases of actual purchases, which were the
subject of varying experiences: some disappointing and not to be repeated, others successful
and satisfactory.
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B- Foodstuffs
This category of product often arouses “national feelings” and the defence of one’s own
“good” local products.
“Our food products are of a very good quality. In the 1970s I was studying stock breading and once
we had a lecture on food technology and I know that we’ve never made wine artificially” (Average
consumers’ group, Slovenia)
In fact, aside from on-the-spot purchases, holiday buys and purchases of “specialities”
(mentioned in Chapter I), cross-border purchases of foodstuffs are not very worthwhile,
when they do not give rise to fears – different health checks and different regulations (“mad
cow disease”, “ionisation” of fruit in the Netherlands, etc.), use-by dates, or the “unlawful”
way in which certain products enter certain countries (cheeses, etc.).
“We ate mad cow for years because the English were shoving their garbage on us, and they wanted to
increase GMO contents in foodstuffs” (Cross-border buyers’ group, France)
Only the residents of border regions, or of certain countries viewed in their entirety as
having the characteristics of a “border” region, are in favour of it and do it regularly – Swiss,
Austrians, Belgians, inhabitants of Luxembourg, and also Finns (in Estonia).
“Everybody in San Sebastian shops in France, and vice versa” (Border region group, Spain)
“It’s not only because prices are more attractive. The supermarket nearest to my home is in Belgian
territory, near the border, so it’s easier for me to shop there than elsewhere” (Cross-border buyers’
group, Luxembourg)
C- Children’s toys
This kind of purchase, which is eminently affective (a gift one brings back, desire to give
pleasure and give in to a child’s request), does not seem to pose any major problems.
However, it will be pointed out that people say that they “check” that the item meets the
norms and standards in force in Europe and, therefore, does not present any particular
danger. We can highlight, for example, the emphasis placed by some Germans on the
concern to avoid “harmful paints”, or the case of Italians who stress that the laws in force
in their country are “particularly strict”. It is also seen that consumers, especially those in
the countries of Eastern Europe, avoid toys that are “made in China”.
“I wouldn’t buy wooden toys abroad for my son who is 6 months old. I do not know with what they
are processed” (Average consumers’ group, Germany)
The reasons for the purchase of toys are chiefly:
• Better choice (brands or toys that are not found at home, novelties, etc.)
• Higher quality
• More attractive prices (20 or 30% less; Germany is often mentioned, in particular by
the Slovaks and the Swiss)
• A degree of originality, a touch of “the exotic” (Finnish “wooden toys”).
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As regards the specific characteristics attached to these products in function of the countries
of purchase, it will simply be noted that:
• The so-called “technical” toys are associated with Western Europe in general, and
Germany in particular (especially by the nationals of the countries of Eastern Europe);
• In general, the major, well-known international brands are perceived as reliable and
safe "everywhere" (Lego, Fisher Price, etc.).
“Most brands, such as Lego and Mattel, are familiar, so that shouldn’t be a problem”
(Average consumers’ group, Netherlands)
D- CDs and DVDs
As already indicated, these are the products most widely and easily purchased abroad, and in
particular, via the Internet, and therefore in the form of distance buying, since in
themselves they are of course not “worth” the cost of the journey.
“Through the Internet we have already the possibility of becoming aware of the offer of the other
European countries regarding DVD or CD disks. The range of products is wider and we feel much
more tempted to buy them” (Average consumers’ group, Portugal)
“Of course we buy CDs, but then we make several copies” (Average consumers’ group, Slovenia)
This is a “trouble-free” and, in some ways, low-risk purchase, bearing in mind its relatively
“low” cost.
The few comments and reservations made can be summed up as follows:
• Germany and the United Kingdom are particularly valued for the very wide choice,
and their “avant-garde” or “exclusive” character, and Italy for “classics” that cannot
be found elsewhere or sometimes in the form of “pirate copies”.
• Western Europe is generally valued for “uncensored” games (in the countries of
Eastern Europe) and DVDs of films that have not come out yet.
• “Attractive” prices are given special mention for Germany, the United Kingdom, and
the Czech Republic (by some Swedes).
• In some countries (Slovenia, Lithuania and Latvia in particular), some consider as
more attractive the purchase and/or downloading of “pirate copies”, current in the
country.
• Some people’s reticence is linked to the problem of language (films that are subtitled
or are not available in one’s native language).
• A few rare observations are made about poor quality (colour problems on DVDs) or
incompatible standards (by some Britons).
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E- A CD or DVD player or a hi-fi system
Attitudes are more mixed, on account of the “technical” nature of the items, for which the
questions already partly mentioned in the case of cars are raised, albeit here, of course, less
keenly: the problem of whether or not the guarantee will be valid in one’s own country,
after-sales service, compatibility between national standards, and language (in particular as
regards the instructions for use).
“Most electrical goods have world-wide guarantee and are well-known products, so that should be
safe” (Cross-border buyers’ group, Norway)
“I wouldn’t buy such (audio) equipment without a guarantee. No service, no guarantee, and
electronics may break down any time” (Cross-border buyers’ group, Poland)
Nonetheless, the inclination to buy these products abroad is fairly great, subject to
conditions:
• That the saving made, of course, be attractive;
• That the brand name be well known, dependable and reliable;
“I would prefer Philips to an unknown Czech product” (Average consumers’ group, Denmark)
• That the item be relatively inexpensive (it will be easier to buy a “simple” Walkman
than a sophisticated hi-fi system);
• That the item not prove difficult to take away (i.e., not bulky, no problems when going
through customs, etc.).
Among the most interested, we can cite the Czechs (for purchases in general and in
particular for the “sales” in Germany, and then in Switzerland and Austria), Poles,
Lithuanians, Danes, Portuguese, and a few Germans (in Belgium if the brand is known). To
these we can add the Icelanders who explain, however, that they prefer to buy duty-free
articles in Keflavik.
For the rest, the most hesitant or reticent – in Greece, Sweden, Switzerland, Belgium and
Luxembourg – do not see any decisive reason, and stress that there is already strong
competition between brands on a well-supplied and competitive domestic market.
F- The purchase and fitting of a fitted kitchen
The suggestion is often cause for surprise and leaves people baffled and dubious, not to
mention the fact that it is more specifically aimed at women, who broadly speaking are less
inclined to buy technical items in another country.
As a “product-cum-service” representing a major investment (substantial cost, and
concerning the personal sphere and the home), it requires sustained direct contact, trust and
“proximity”, elements generally deemed not to be very compatible with cross-border
shopping. In this respect, this is a product that very clearly reveals people’s attitudes towards
it.
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It is chiefly certain groups from border regions who show themselves to be fairly familiar
with the question and/or receptive to it: Mulhouse, Mons, Luxembourg, Austria,
Switzerland, the Netherlands and Denmark. In these cases, one or more bordering countries
are perceived as offering attractive and reliable possibilities, which have sometimes been
experienced as successful (hearsay, personal purchase). Thus:
• The good image of German “fitted-kitchen manufacturers” in the Netherlands,
Belgium, Mulhouse, and Luxembourg
• That of Italian suppliers in Austria, in the Mons group, in Cyprus (perceived as "three
times cheaper"), and among some Greek participants.
The “furthest removed” from this kind of purchase, on the other hand, are reportedly the
Portuguese, the Icelandrs, the Spanish, the Irish, the Finns and the Swedes.
Cases of resistance and counter arguments concentrate on purely “feasibility-related”
problems and problems of quality and reliability of the “service” (already often problematic
at home):
• Taking of measurements
• Lead times and conditions of delivery
• Technical compatibility
• Quality, responsibility of the “fitters”
• The carrying out of the actual fitting, adjustments, after-sales service
• Guarantee for the fitting and the equipment
“Then what happens if you realise there is a problem after they have left ?” (Average
consumers’ group, Germany)
“Between taking measurements with your own little folding rule and actually installing it … if
the bloke comes along and it doesn’t fit, he will tell you, well yes, but as far as I am concerned,
you told me that …” (Cross-border buyers’ group, France)
G- A sofa
Rather like the kitchen, a sofa affects the home and one’s private life, but it is less expensive
than a kitchen and does not call for any real after-sales service.
Reactions are very mixed:
• Along the lines of “why not?” if you really like it, if the price (including delivery) is
attractive, and provided you are comprehensively and reliably covered against risks of
damage during transport (replacement or refund).
“If it arrives with three feet only …” (Average consumers’ group, Belgium)
• Along the lines of rejection by all those who envisage it above all as a “distance”
purchase on the basis of a catalogue, and who would absolutely want to "see it, touch
it, test it, and try it out".
“I want to see it with my own eyes, touch the fabric, and sit on it …” (Average consumers’
group, Italy)
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However, the idea is received more favourably if the supplier is nearby – here we find the
same regions and countries as those mentioned previously for the kitchen – and if the item is
beautiful, “exclusive” or very attractively priced (up to a 50% gain):
• For various reasons, Germany (quality, reliability, cost) and Italy (design, avant-garde,
cost) are well placed in this market niche.
• Belgium is often cited in the Netherlands, Luxembourg, and Mulhouse; Austria and
Germany are cited by the Czechs.
It should be noted that, although putting a lot of effort into their house, the Italians would not
be reluctant in principle but generally rule out the idea as inhabitants of "the cradle of
design".
H- A flight ticket
This is a commonplace, relatively familiar, and tried and tested product. Many have already
made this kind of purchase, mainly via the Internet and above all with so-called “low-cost”
airlines. Consumers often reckon to have saved in the region of 20% (or more) on the price
of the ticket.
“No problems at all. A ticket is a ticket, it is a standard product” (Average consumers’ group,
Denmark)
“It has already become something quite normal” (Cross-border buyers’ group, France)
Most show themselves to have trust in the airlines or airports known to be “cheaper”
(RyanAir, Venice, Rimini, Prague, etc.).
However, some restraints are found: lack of reliability of the airline (delays, service, etc.),
suspicion of a “rip-off” (a few Spaniards even have doubts as to the “reality” of the flight,
etc.), refusal of the idea of having to take off from an airport that is a long way away, fear of
extra costs.
I- A holiday to a destination outside Europe.
The product is tempting, and in principle very attractive, especially if the cross-border
purchase enables a substantial saving to be made as well as offering the same level of quality
and service. But, unlike the purchase of a “flight only”, the purchase of a holiday outside
Europe leads to more doubts and worries:
• Departure from a foreign airport, extra travel and cost
• Need for proximity, contact, advice from a known agency
“No, I won’t do it. I want Danish back-up” (Cross-border buyers’ group, Denmark)
• Possible communication and language problems (upon purchase, when there, and after
the holiday in the event of a complaint).
• Recourse in the event of dissatisfaction.
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However, a number of participants indicated considerable interest and/or reported
convincing experiences:
• Reliable, dependable and reputable agencies
“Club Méditerranée is a guarantee … The same with cruises” (Cross-border buyers’ group,
Italy)
• Wider choice of destinations and services (very well made, enticing catalogues)
“You can fly most places in the world if you go via the Continent. You do get it so much
cheaper” (Cross-border buyers’ group, United Kingdom)
• Possibility of taking advantage of “good deals”
“In Vienna, I saw an offer of holiday packages to the Red Sea, it was very inexpensive”
(Cross-border buyers’ group, Czech Republic)
J- Savings and investment products offered by banks
These are typically sensitive “specialist” products, for which it is a good idea to have advice
and total trust in the person you are talking to.
For a good number of the participants, these are products intended not only for the
“initiated” but above all for people who are “well off” and have capital available for
investment. Many simply stated that they did “not have the funds”.
“Even here we don’t know the price of all our banking services, it’s already very complicated when
you are speaking to someone face to face .”(Average consumers’ group, France)
The interviewees from the future Member States of Eastern Europe see themselves as
especially “not concerned”, with the exception of a few Czechs who think about placing their
savings in European (German, Swiss, Belgian, Dutch or Austrian) banks, which are deemed
to be more reliable and credible than Czech banks, and the occasional Lithuanians, who are
“tempted” by Swiss pension funds.
In fact, and in other respects, distrust vis-à-vis banks and financial organisations is very
widespread, and this includes in respect of the national providers of these services. There is a
simultaneous dread of everything, and especially if the body concerned is a cross-border
organisation:
• “Con tricks”, “traps for suckers”, a few edifying anecdotes doing the rounds on the
subject (in Greece and Slovenia, among others).
“You never know who’s behind it” (Average consumers’ group, Spain)
• The risks, interest rate fluctuations and also, for the countries outside the Euro zone,
the unfavourable evolution of exchange rates
• The possible problems involved in “repatriating” funds, legislation
• The absolute necessity to negotiate in one’s own language.
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Those who are more “receptive” in this respect – and subject to a sound guarantee and a
genuine climate of trust – are apparently some Italians (bonds, known insurance companies),
a few Icelanders (Lloyd's), the odd Frenchman (if there is a local agent of a reputable
organisation), Germans living close to the border (in respect of Belgian organisations), and
some nationals of Malta and Cyprus (a few personal experiences). There are also some
Slovenes who are “experts” on the matter.
“The company Union in Austria is owned by the Austrian syndicate that encompasses four insurance
companies and three banks. On the basis of savings, you can have a real estate loan which is 90 times
more advantageous than any real estate loan in Slovenia” (Average consumers’ group, Slovenia)
Finally, we should note that the Swiss and the inhabitants of Luxembourg consider
themselves to be sufficiently well provided for in this field, which is regarded as a “national
speciality”. Nonetheless, a few Swiss show some interest in the “housing savings plans” in
France.
K- Other products or services
The replies and suggestions are fairly thin on the ground. Mention can be made of:
• Property in Spain, France, Italy, etc.
• Medicines (expensive in Germany or Belgium)
• Medical care (dental treatment, operations, etc.) and courses of treatment at spas, in
particular in countries where the health sector is regarded as expensive – Ireland, the
United Kingdom (in Dover)
• Building materials, prefabricated houses (less expensive in Sweden for some
Norwegians)
• Some services (language teaching).
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CHAPTER V :
FACTORS OF CONFIDENCE OR DISTRUST IN CROSSBORDER PURCHASING
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V.1. PERCEPTION OF THE RISKS ASSOCIATED WITH CROSS-BORDER SHOPPING
Many of the risks and obstacles associated with cross-border purchases have already been dealt with
spontaneously, in particular the most important ones and those most likely to hamper or call off the
decision (problems linked to delivery, guarantee, after-sales service and insecure online payments).
A series of risks was successively put to the participants.
A- Complications that may arise in the event of non-delivery, non-conformity of delivery,
application of guarantees, use of the after-sales service, requests for refunds,
complaints handling problems, etc.
The problem of delivery, which necessarily relates to fairly expensive and/or technical items,
is, as we have seen, the object of most concerns. This is the main and most obvious risk,
which has already been covered in previous chapters. In some ways, it is inherent to crossborder purchases, which, by their very nature, imply a degree of distance.
Thus, worries will focus on the transport of the product, any delivery problems (delays or
damage), but also the fact that the supplier is a long way away (difficulty of contacting him,
possible language problems), the validity of the guarantees in the user’s country, the
intervention and receptiveness of the local after-sales service, possible recourse in the
event of a dispute or complaint (lack of physical and psychological proximity).
“If I spent a fortune on a camera or something like that and you bring it home and have an issue with
it – who is going to fix it ?” (Average consumers’ group, Ireland)
This worry, which is almost unanimously shared, as a rule already exists in the consumer’s
own country and is intensified in the case of a purchase abroad. It may ruin the “good deal”
and lead to tiresome disputes.
A few Czechs, Slovenes and Slovaks are almost the only ones to show themselves not to be
very worried, and to have a fair deal of confidence in the suppliers and shippers in Western
Europe – much more so, in fact, than they do in those in their own country.
The possibility of taking the item back when it is not suitable, of obtaining a refund, or of
paying on delivery are apparently good safeguards for many people. Some well-known mailorder companies, such as Les Trois Suisses or La Redoute, escape criticism.
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B- Risks of false, misleading or deceptive advertising and commercial offers, unfair
contract terms, the supplier’s failure to observe the contract terms, or scams and fraud
This risk seems less formidable than the previous one. Certainly, there is a readiness to
denounce exaggerated advertising, “phoney” offers and false promises; but the risks run with
companies and suppliers from other European countries are broadly speaking the same as in
one’s own country.
Moreover, and in general, benchmarks do exist (well-known, reputable and reliable brands)
and consumers regards themselves as capable of “selecting”, not to mention the fact that they
will have more of a tendency to read a contract twice if they are in another country, and not
to sign anything that is not in their own language.
However, a slightly greater distrust is to be noted among the Spanish, the Swedes and the
Dutch.
Finally, some respondents stress that this risk is linked to a lack of knowledge of the
language, which may lead to misunderstandings and confusion, which the seller may be
tempted to “take advantage of”.
C- Consumer laws not offering consumers sufficient protection against these risks in other
countries
The suggestion reveals above all that many of the participants are not familiar with their own
consumer protection laws. Many stress that they do not have this concern in mind when
making a purchase.
“In all honesty, do any of us know our consumer rights ?”(Border region group, United Kingdom)
In the present-day Member States, the very great majority, in any case, think that these are
already harmonised across Europe – albeit with a certain feeling of superiority among the
Swedes, and a better image of the countries of Northern Europe in general and Germany in
particular.
Meanwhile, consumers in the future Member States of the European Union are very
numerous in regarding the laws as being “better” in Western Europe (or, for the Maltese and
the Cypriots, more in Northern Europe) and feeling that membership will bring this kind of
progress, among other things.
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D- The authorities in other countries not being active enough in enforcing consumer
protection laws, where these laws do exist
As for the previous point, opinions are expressed without certainty.
“It is something that one ought to consider” (Average consumers’ group, Denmark)
Nevertheless, it is generally felt that the countries of Northern and Western Europe are
stricter and more rigorous than the countries of Southern and Eastern Europe. In the latter,
the participants themselves see themselves as poorly protected or not protected at all.
At the same time, it is stated that cross-border shopping rarely leads to the authorities being
called upon.
“If a supplier inspires trust, it is enough for me not to be afraid to make cross-border purchases. I am
not very interested whether the authorities of those countries enforce the laws or not” (Cross-border
buyers’ group, Portugal)
E- Difficulties in exercising one’s rights in the event of a cross-border dispute: access to
justice and mediation by consumer associations or other bodies
Here, too, this is far from being a situation that people have uppermost in their mind. For
most, this is a very moderate risk.
Above all, very few imagine things coming to a point where they would be forced to take
these kinds of steps and, in any case, assume that this would call for a great deal of time
and energy, disproportionate to the problem at hand. It is virtually only envisaged in the
case of very large purchases (a house, for example, or a car), in which case respondents feel
that they would have to go back to the country where the item was bought and that language
would constitute a problem.
“We, Italians, are used not to defend our rights. All the more so if we are aboard, we would not know
how to go about it. When you make a purchase, you just take the risk, full stop” (Average consumers’
group, Italy)
“I’m not going to go and waste my time for a trifle” (Average consumers’ group, Latvia)
“Well I might become concerned if it was spending lots of money, like one hundred thousand
(Icelandic crowns), but not when it’s a few thousand” (Cross-border buyers’ group, Iceland)
The Switzerland and Luxembourg groups are about the only ones who seem to take this
possibility seriously.
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F- Risks of fraud by third parties (other than the supplier)
The risk of fraud is not perceived as being much greater abroad than in one’s own country.
On average, payment by bankcard abroad seems to be well and truly commonplace, with
hardly any additional risk.
On the other hand, the risk is seen as high (and widely upheld by collective and media
rumour) on the Internet, as we have already mentioned.
“I can’t see the person on the other side. I don’t know anything about him. So I don’t do it” (Average
consumers’ group, Norway)
“I am really afraid about the credit cards. I can imagine that one gets really angry when they hack
your account, it is a quite high risk” (Average consumers’ group, Slovakia)
G- The risk of being swamped by unwanted advertising and commercial offers – by post,
by telephone and via the Internet (“spam”)
Although there is a certain risk here, it appears nonetheless to be fairly unimportant. In fact,
it is not attached to cross-border purchases but to prevailing (essentially domestic)
advertising pressure.
Having said that, as we have already stressed, “spam” and “pop-ups” are vigorously
maligned and rejected.
Most of the attitudes are either fatalistic or pragmatic (deletion and hope for effective
electronic “dams” in the future). In any case, advertising does not appear to be liable to
dissuade someone from making a cross-border purchase. The abundance of it may be
bothersome, irritating or exasperating, but is not “dangerous”.
“We are bombarded and invaded by such offers” (Average consumers’ group, Belgium)
“It does not take long, straight into the dustbin !” (Border region group, Belgium)
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V.2. SPECIFIC RISK FACTORS
A- The country
The country is an important factor in influencing confidence but nonetheless does not seem
to constitute an absolute barrier to the purchase when the consumer is “on the spot”, in the
situation. We merely observe a number of favourable preconceptions or prejudices.
The countries bordering one’s own, for obvious reasons of geographical, cultural and
psychological “proximity”, are, generally speaking, sufficiently “familiar” to arouse
confidence or at least a feeling of being in control and at ease.
“One shouldn’t have to travel far to go and complain !” (Border region group, Belgium)
It is virtually only in the countries of Central Europe and in the Baltic countries that we find
mutually negative images (prejudices towards Poland in several countries, towards Latvia
among some Lithuanians and vice versa, towards other countries of Eastern Europe and
some Balkan countries among some Hungarians and Czechs, etc.).
“It’s different in different countries, the more East you go, the more cautious you need to
be”(Average consumers’ group, Czech Republic)
In these countries, and in general, Austria enjoys a good image: conscientiousness, reliability
and accessibility.
Beyond this, and roughly speaking, we can note:
• the fairly classic split between countries of Northern Europe – reputedly more
rigorous, upright, honest and law-abiding, and the Mediterranean countries of
Southern Europe, viewed as more disorganised, lax and negligent;
• the disparity between the rich “old, well-developed democracies” – Western and
Northern Europe – and the economically, politically and socially less developed
countries – Central and Eastern Europe;
• The varying degrees of cultural “affinity”. From this point of view, Turkey and also
Portugal, Spain and Italy are perceived as more exotic or more disconcerting cultures,
without this necessarily implying a pejorative dimension, the prejudices sometimes
being accompanied by a certain tolerance or indulgence (“the art of counterfeiting”,
etc.).
In fact, everything depends on the product, the context of the purchase, the person with
whom the transaction is done, and the consumer’s own capacity for adaptation to the
situation.
B- The language used in the contacts with the foreign supplier
This is an obvious factor affecting the level of confidence, and is often decisive. A better
transaction or a better service may be dependent on the (adequate) command of the language,
in particular in respect of expensive and/or complex (technical) products.
“If you have the same language, it does make things easier” (Cross-border buyers’ group, France)
“It makes it more difficult. If you try to negotiate, it’s impossible unless you write down the price, but
transport – forget it” (Cross-border buyers’ group, United Kingdom)
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English is of course predominantly mentioned – this is the “language of commerce” – and
often appears (especially among the “purchasers”) to be spoken well enough for a purchase
transaction to be carried out. Furthermore, we note a not inconsiderable number of
“polyglots”, particularly in “border” countries – Switzerland, Belgium, Luxembourg and the
Netherlands – as well as in Malta (two languages apart from the native language). Only the
British are perceived as – and acknowledge themselves as – being mainly monolingual (“a
legacy of Empire”, etc.).
“With English, you can buy everywhere” (Cross-border buyers’ group, Spain)
Subject to reservations, it seems that those “least at ease” as regards the linguistic barrier are
the Spanish and the Balts.
At the end of the day, few negative experiences explicitly due to the language are reported.
Certainly, the ability to speak the language of the country affords an undeniable
psychological comfort, but not having a command of it does not seem to constitute an
obstacle ruling out the possibility of a cross-border purchase. In fact, everyone says that they
“get by”, and can make themselves understood, using gestures if necessary.
“If I see something which interests me and seems to be a good bargain, I buy it. No matter where I
am, even if I do not speak a word of the local language, and I have to resort to sign language to make
myself understood” (Cross-border buyers’ group, Italy)
“If I am to buy something abroad, I arrange to go with someone who knows the language perfectly –
particularly for amounts over 1000 euros” (Border region group, Germany)
Furthermore, people also expect the salesperson to adapt and make an effort. It is
increasingly felt that it is up to him to make offers in the customer’s language (a sign of
consideration) or, at least, in English.
C- The type of supplier
As regards the type of supplier, we will note basically the following findings:
• Of course, the brands or chains that are well known internationally and, better still,
at home, offer a guarantee of reliability and credibility, and possibility of recourse in
the event of a problem.
« Auchan, Carrefour, they exist in Italy as well as in France, so you know what to buy, whether
it’s here or over there” (Border region group, Italy)
“The fact that a store is well known affects trust-building but primarily the good rumours from
a friend are the best tips. Also, the familiar brands build trust if he store should be strange”
(Cross-border buyers’ group, Finland)
• Everything depends on the amount of the purchase and the product; a simple
product that is not very expensive can be bought anywhere, whereas a complex
(technical) or very costly product calls for more guarantees.
• The quality of the relationship established with the seller is of course decisive. Thus
the small independent retailer may give particularly good advice and reassurance or,
conversely, be the object of all kinds of suspicions. On the other hand, a representative
of a major chain, even a well-known one, may put someone off making a purchase by
his unsuitable, impersonal or incompetent attitude.
“(For an independent retail shop) It is a matter of feeling, when buying on the spot, (in shops)
where prices are displayed”(Average consumers’ group, Switzerland)
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For “distance” selling – by mail order, telephone or via the Internet –, the guarantee of a
reputable company is decisive – large companies that have proven their worth, La Redoute,
Quelle, Les Trois Suisses, etc., well-known websites or major brand names. Likewise, the
payment terms (by card on line, advance, payment on delivery or not) and conditions of
recourse (type of guarantee, return, refund, etc.) are decisive.
D- The amount of the purchase
This depends on the product and one’s desire to buy it. It may therefore vary enormously,
and be “subjective”, from one individual to another and from one country to another
(differences in resources, degree of development, standard of living, etc.). Moreover, the
sample in each country does not enable definitive conclusions to be made.
However (and with all proper reserves when it comes to figures), the following few remarks
can be made about the amount above which a consumer asks himself questions:
• It is logically higher in the so-called “purchasers” group.
• It is clearly lower, on average, in the future Member States, around ten to several tens
of Euros (EUR 50 to 200), and more in the region of several tens to a thousand in the
Member States (EUR 500 to 1,000 and more).
• The amount of online purchases remains very generally low (a few dozen Euros),
except in very specific cases (known site and supplier, payment on delivery).
• The higher the cost of the product the more one may hesitate (although sometimes
scarcely more than one would in one’s own country, especially if the saving involved
counterbalances the doubts). On the other hand, for some, the higher the cost the
greater the likelihood of the guarantees being “automatically” substantial and reliable.
• An anticipated, planned and well-considered purchase for which all precautions have
been taken may run to very substantial sums (car, house, etc.). However, these cases
are rare.
“With small amounts, I dare to take the risk” (Border region group, Netherlands)
“In case of a purchase of very high value, we would have to take into account if it was
worthwhile and, in case of problems, what we would waste trying to solve them be it money or
time. If the value is not very high and if the purchase causes many problems, we may give up,
but with a very expensive product, we must be very careful” (Cross-border buyers’ group,
Portugal)
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CHAPTER VI :
MEASURES LIKELY TO ENCOURAGE
CROSS-BORDER SHOPPING
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VI.1. GENERAL OBSERVATIONS
¾ To conclude, the participants were invited to give their opinion on their own predisposition, in the
future, to buy in other European countries, and then to give their opinions and feelings on the
relevance and effectiveness of a series of measures that could be envisaged to promote the
development of cross-border shopping.
Generally speaking, we basically find the same trends that were mentioned in III.1. Let us recall
some of the main points:
• The jointly perceived perspective is that of a relative intensification of cross-border
shopping, for oneself personally and especially “in general”, linked to the increase in travel
(less expensive, easier, etc.) and an increase in the number of experiences (consumers
becoming wiser and “hardened”).
• The “purchasers” and Internet users are especially predisposed to increase their crossborder purchases, whilst the “average consumers” envisage their purchases remaining
“stable” or have more doubts or reservations.
• The obstacles should diminish – movement of people and products within Europe,
harmonisation of levels of development and standards of living, adoption of the Euro, more
secure transactions (on the Internet in particular), new generations who are more “open” and
more multilingual, lower transport costs.
• There is an expectation of better comparative information and an emphasising of specific
national or regional products.
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VI.2. REACTIONS TO VARIOUS “INCENTIVES” AT EUROPEAN LEVEL
¾ The participants had to give their opinion on the relevance and degree of incentive offered by a
series of measures that were put forward in succession.
A- An information service giving consumers specific information, by telephone or via the
Internet, on their consumer rights in all European countries
This is a proposal “you can only agree with”. The idea was not challenged. Moreover,
many feel that the information exists, provided one is prepared to make the effort to look for
it. Here, the Internet has top billing and is sometimes already the best information tool for
some people.
A well-organised “freefone” number, in all languages, could be equally attractive. But
“something in writing” seems preferable, and a monthly bulletin would be welcome.
Furthermore, several conditions are mentioned. This service:
• Would have to be regularly updated;
• Would have to be established by an independent body;
• Would have to be easy to consult, and generally in one’s own language.
In any case, everyone is of the view that, whilst this database would certainly be welcome, it
would not be a decisive “prompting” factor in the decision to make a cross-border purchase.
“It sounds a bit complicated. In what language ? I have a support service for my Packard Bell PC
and last time I called, I was switched over to a Dutch support team. It made me so nervous to begin
talking about my computer problems in English” (Cross-border buyers’ group, Sweden)
B- The setting up of the same consumer rights and protection measures in all European
countries
This, too, is a measure that is well received and “consensual”, which appears wholly
desirable and “logical”. Many feel that this is in fact the case today in the Member States. In
the future Member States, it is an enviable prospect at times judged to be “unrealistic”, at
least in the short term.
“It’s reassuring to know that all the countries in which we do shopping have harmonised their
consumer protection” (Border region group, Italy)
“So that everyone works with the same principle” (Cross-border buyers’ group, France)
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Others stress that this harmonisation must of course be done at the highest level. A degree
of scepticism regarding these laws and above all the reality of their “application” is not
uncommon (complexity, sluggishness, legislative maze, low reliability and effectiveness
of the control bodies)
“As long as it doesn’t weaken ours because that’s what usually happens if we fall in line with them”
(Average consumers’ group, United Kingdom).
As a general rule, this measure constitutes an element of reassurance rather than a direct
incentive.
C- The possibility for consumers to take a case through their own country’s courts when
they have a dispute against a supplier from another European country
This is a proposal that elicits very ambivalent and rather negative reactions, even though “on
paper” it is a measure that seems beneficial (consumer protection).
Criticism, doubts and even sarcastic comments are predominant:
• Courts deemed to be inefficient, slow and ponderous in one’s own country, would be,
a fortiori, just as ineffective and unhelpful abroad.
“It could not be envisaged with the speed of the Italian justice” (Cross-border buyers’ group,
Italy)
• Cross-border shopping is very unlikely to lead to these kinds of steps being taken,
which are seen as anxiety-provoking, stressful, time consuming and expensive, and
offering no certainty at all as to the outcome (it would be “a nightmare” according to a
British group). Nobody wants to imagine himself in this situation.
• This is a purely “theoretical” and utopian measure, which is not very credible at all.
Factors influencing these reactions include the oft’-held image of the judiciary as a remote
and intimidating institution, and, more specifically, the weighing-up of the costs and effort
involved and the possible benefits one could expect the process to lead to – these often being
small since many purchases are for a relatively low unitary amount.
“It depends on the amount, you’re not going to go to court for 150 euros” (Average consumers’
group, Spain)
However, we note some countries where the reactions are more favourable and more
optimistic: Spain, Portugal, Iceland, Slovenia, the Czech Republic, Cyprus and Malta. These
countries include some which could perhaps be described as “peripheral” or “remote”
(islands), others which are more recent members of the Union, and others that are still “at the
gates” of Europe.
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D- The setting up of mediation and arbitration systems to resolve cross-border disputes in
Europe, as an alternative to complicated court procedures
In contrast to the previous measure, this kind of procedure seems markedly better suited to
a possible commercial dispute, more “reasonable”, perhaps more “feasible”, more accessible
and less costly.
However, many raise questions as to the real “feasibility” of such a proposal. This, too, is an
idea that is still quite “theoretical”. Although perfect “on paper”, people have difficulty
imagining its effective and probative implementation.
“All good in theory, but I can’t see them being able to make somebody from another country do
something if they don’t want to do it”(Border region group, United Kingdom)
Clearly many of the interviewees who may have heard of the “political” mediator set in place
in their country or in others, are in fact not very familiar with the possibilities of mediation in
commercial disputes. The low degree to which people are aware of this system goes some
way to explaining their reactions.
Moreover, some fear a pointless increase in red tape, and do not have complete confidence in
the impartiality and competence of the “mediator”.
Finally, several consider that the “compromises” sought by this kind of procedure are often
unsatisfactory for both parties.
“Those mediation bodies, they look for a compromise, they play with feelings : hold each other’s hand
and make friends, and in the end nobody is satisfied” (Average consumers’ group, Germany)
Switzerland and Iceland (and France with greater reservations) are countries where this
proposal seems to enjoy a better reception, relatively speaking.
E- Making it possible for our own country’s consumer associations to intervene to defend
your rights in other European countries
Scepticism dominates in most of the countries studied, although a distinction needs to be
made between the countries of Western Europe and the future Member States of
Central Europe or the Mediterranean.
• In the former, the reactions to the proposal are in the main very positive in France,
Belgium and the Netherlands, where these associations are generally regarded as
very credible and have a good image as an opposition force (only some Dutchmen
have a negative view of “bureaucratic” organisations and a few Frenchmen wonder
about their capacity for intervention internationally).
“They know all the tricks” (Average consumers’ group, France)
This is also true overall in Austria (despite confusion, it seems, with public bodies
entrusted with consumer protection), as well as in Portugal, Greece and Finland.
The image of the consumer associations here is in theory good and their role is valued,
but there is a less clear view of their action and their capacity for intervention. Doubts
are raised, in particular, as to whether they would have the resources to intervene
effectively and within a reasonable time span if they had a case referred to them
involving court proceedings in a cross-border dispute.
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The Swedes and the Danes see this as a positive idea (in the same spirit, for them, as
the Scandinavian tradition of the “ombudsman”) but either consider them as playing
an effective role prior to any disputes (by means of the “pressure” they can exert on
the suppliers) rather than after a dispute has arisen, or doubt their capacity to
intervene in countries other than their own – or the attention that would be paid to
them by the authorities and courts of the other countries (with a particular suspicion
concerning those of Southern Europe).
In other countries, we note favourable reactions to the proposal, but these are not
based on a specific knowledge of these associations and their action. They remain
reactions in principle in Spain, Ireland, the United Kingdom and Iceland.
Doubts predominate in Luxembourg (associations already judged to be “not very
effective” at home), Germany (perhaps, however, because they are themselves less
well known than the consumer protection newspapers and publications which are
valued more highly), Norway (“unrealistic” proposal for organisations whose
resources are of an amount typical of a small country), and even more so in Italy
(very low credibility) and Switzerland (associations that are well known but already
have “too much to do” in their own country and are viewed a priori as lacking the
necessary international legal capacity – although they could be imagined running an
information service on consumers’ rights).
“They don’t manage to do their job in Italy, they could even less be expected to do the job
abroad” (Average consumers’ group, Italy)
• In the latter, we also see wide-ranging attitudes, but these are more negative
overall.
In Malta and Cyprus, the interviewees declare themselves to be favourable and
interested, but we note that they talk about them in the conditional rather than using
an active mood – for lack of any great knowledge of the existing associations.
In Slovenia, Poland and Latvia, respondents are also often in agreement in
principle, but without any great knowledge either, and with genuine scepticism
among a section of the consumers as regards the effectiveness of these associations.
In the other countries, the most frequent attitudes reflect the expression of doubts
about bodies with which people are not very familiar and which often have a negative
image as regards their capacity for action and their skills (the most strongly, it seems,
in Estonia).
“Some association like that exists here but I don’t know much about it and I can’t imagine
what they can do” (Average consumers’ group, Czech Republic)
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F- Making it possible for our own country’s public authorities in charge of consumer
protection to intervene to defend your rights in other European countries
This proposal received a mixed reaction and gave rise to more questions than answers.
Respondents in several countries thought that this could contribute to confidence or reassure
consumers. In principle, measures for consumer protection against cross-border “rip-offs”
would meet a need.
“Of course that would be conforming” (Border region group, Austria)
“I feel more confident about this measure (than E)” (Average consumers’ group, Denmark)
“Of course we have to be protected; that is what the authorities are for” (Average consumers’ group,
Poland)
Others thought that even if the idea was good in principle it was perhaps “wishful thinking”
and feared that the measure could not really be put in practice, given doubts about the
effectiveness of public authorities in their country.
“All this represents an advantage for the consumer but I do not see how this works in practice”
(Average consumers’ group, Portugal)
There were doubts about the willingness and resources of public authorities to take on the
case of individuals. In some countries, doubts about the effectiveness of public authorities in
domestic cases made this idea seem unrealistic for cross-border problems.
“I can’t imagine it, the Government doesn’t interfere with my private life. Besides, within the
Netherlands, they don’t do anything!” (Average consumers’ group, Netherlands)
“For a mere consumer, they won’t move a finger” (Average consumers’ group, Switzerland)
There were also doubts about the willingness of foreign courts and public bodies to concern
themselves with the interest of non-nationals. There were also doubts that legal procedures in
EU countries could be sufficiently harmonised to permit this.
Others could not easily distinguish between the role of public authorities and consumer
organisations. Some were not also well informed about the role of public authorities in their
countries for domestic cases or pointed out that no such body existed to their knowledge.
G- The setting up of codes and trustmarks of fair business practice by industry
organisations representing retailers and suppliers and having the authority to enforce
compliance with them by their member companies
Opinions are mixed:
• Connection with the notion of “ISO standards” and consumer protection standards
• Elements that provide reassurance and encouragement (recognisable logo)
• Incentives for qualitative progress, for all countries
• But also, risk of embezzlement, “rip-offs”, corruption, etc.
• Questions about the reality and fairness of the controls
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• Risk of developments that could chiefly favour the big companies and brands, with
substantial resources, and lead to the demise of SMEs or industrial concerns in “small”
countries, and in fact create new or greater cases of inequality
“Yes, this one is fine, it gives you more security and it is less heavy than justice” (Border
region group, Belgium)
“It would make you choose the product with such a labelling”(Cross-border buyers’ group,
Norway)
“Everyone comes up with labels, it no longer has any credibility” (Border region group,
Germany)
“Good idea. But it is possible to cheat with the marks” (Average consumers’ group, Denmark)
It is in the United Kingdom, Denmark, Sweden, Cyprus, Malta, Belgium and the Netherlands
that we find the consumers most in favour of this measure. However, even as they
themselves say, this would not be a strong incentive but more of a reassurance, and would
help comparative choices to be made.
H- Measures encouraging companies to make cross-border offers
Such measures are not perceived as falling under the province of the authorities. This is seen
rather as the field of traditional commercial practices, falling under corporate decisionmaking and policy: marketing, communication, promotion, price and distribution strategy,
etc. Many feel that at the moment nothing more is necessary than what is already done now.
“I don’t think it’s a case of putting in place measures. I think it’s up to the individual company to go
out and do their marketing” (Cross-border buyers’ group, United Kingdom)
Often, the participants do not really understand what is being referred to and are not very
forthcoming on the issue.
Some interpret it positively, imagining that it could act as a support to the producers and
suppliers of their own country towards the countries of the Union (in some future Member
States and/or some “small” countries, in particular).
Some mention the removal of taxes, VAT or customs duties, the reduction of transport costs,
or more specifically the development of cross-border trade fairs and shows.
I- Better information on price comparisons and market offers in Europe
The reaction to this idea is positive, or at least neutral and benevolent. For many, it is the
Internet that is seen as most suitable and which already fulfils this function (specialist
websites, “search engines”, “online” catalogues with prices).
“The information on the Internet is in real time and you can compare prices in all countries”
(Average consumers’ group, Spain)
“Such systems are already found in Denmark, on the Net. It should be possible to do such things on a
European scale” (Average consumers’ group, Denmark)
The suggestion is also made that a magazine or brochure be devoted to this function.
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“I would agree if it looked like an IKEA catalogue, and not like a duplicated official paper”(Average
consumers’ group, Czech Republic)
Mention is made of the need for the data to be arranged by fields, and for regular updating.
Here, too, the measure is assessed positively (but not viewed, in itself, as an incentive).
J- The adoption of the Euro by all European countries
This question and the mixed response to it have already been examined. By way of a
reminder:
• Obvious simplification and instantaneous price comparisons
“It becomes easier and you can find out if it is expensive in a faster way” (Cross-border
buyers’ group, Netherlands)
• Possible ironing out of price differences and consequently, in the long run, less reason
to make cross-border purchases
• Potentially a factor leading to price increases (“natural” propensity of suppliers and
traders to seek more profit), and penalisation of the “less rich and less developed”
countries (fear of an increase in the cost of living without any significant increase in
salaries). Here we find the impressions and stereotypes often encountered in other
recent studies
• Hope of an increase in the lowest European standards of living and, consequently, of
the purchasing power of the consumers in those countries (for cross-border shopping
as well)
“The influence on shopping would be good, if only we had the money for it”(Cross-border
buyers’ group, Slovakia)
Overall, irrespective of people’s attitudes towards the Euro, its adoption by all the countries
is considered as a facilitating factor rather than a direct incentive prompting people to
indulge in cross-border shopping.
“It would be a small help, but we are a travelling people well-accustomed to converting currencies on
the spot. And a lot of travels go to non-euro countries like the United Kingdom, Denmark and Norway
as well as outside Europe” (Cross-border buyers’ group, Sweden)
More especially:
• For the most part the consumers in the countries of the Euro zone do not react any
differently to this prospect than they did previously when questioned about their more
general perceptions of the impact of the Euro – except in Ireland due to the fact that
the United Kingdom is the main place where cross-border purchases are made. A few
interviewees from other Member States of the zone also think of the possible adoption
of the single currency by this country.
• In the three Member States that have not adopted the Euro, we note that the Danes
and the Swedes tend to feel that the possible adoption of the Euro, whilst making
things easier, would not have a significant impact on cross-border shopping, since they
are used to converting when they have to.
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In the United Kingdom, the debate on this subject is totally obscured by a mass
rejection of the prospect of the national currency being abandoned in favour of the
European currency.
• In the EFTA Member States, the nature of the discussion also varies between the
Swiss, who are more numerous in mentioning the desirability of their country
adopting the Euro (and thus, implicitly, becoming a member of the Union), with a
majority in favour of this option, the Icelanders who also seem quite favourable and
see it as representing a simplification factor more than anything, and the Norwegians,
hardly any of whom imagine the Euro one day becoming their country’s currency, and
who refer to it only when thinking of (actual or theoretical) purchases in other
European countries: the group of cross-border purchasers sees it as facilitating matters,
whilst the group of average consumers sees it as hardly making any change.
• In the future Member States, the discussions include the dual theme of cross-border
shopping being rendered easier and the wider implications of the adoption of the Euro
by one’s country.
On the first of these questions, the general idea is, as elsewhere, that of a facilitating
factor rather than a direct incentive to purchase – the Maltese and Cypriots being those
who more readily see it as offering a specific advantage. On both, the cross-border
purchasers – in other words, the people with a higher socio-economic level – tend to
have more favourable attitudes and less active fears.
K- Other measures that could be envisaged
There are not very many of these, and they sometimes include measures already mentioned
or suggested. We can point to the following:
• Measures aimed at the homogenisation “upwards” of the quality of products, their
labelling, the fairness and honesty of commercial practices, the ethics of companies
(respect for the environment, the consumer, social laws, etc.)
• Measures aimed at facilitating movement within Europe (abolition of customs duties
– in respect of which we note again here that the citizens of the Member States are
often unaware that these duties between Member States were removed decades ago)
• Consumer protection measures; guarantees that are valid everywhere, after-sales
networks and service that do not discriminate on the basis of where the item was
bought, security of deliveries and payment, curbing of cross-border fraud or “rip-offs”
• Means of information (websites, independent bodies, “interactive forum” on the
Internet, etc.)
• Measures to promote “original”, traditional products; trade fairs, shows, multinational
events, etc.
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CHAPTER VII :
FINAL OBSERVATIONS ON THE STUDY
AND THE COMMISSION’S INITIATIVE IN HAVING IT
CARRIED OUT
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¾ At the end of the group discussions, the participants were told again who had commissioned the
study, and were asked what they thought of this initiative taken by the Commission – as occurred in
other studies carried out for different Directorates General.
¾ In the present-day Member States of the Union, the reactions can be described as:
• Very favourable without any reservations in Ireland, Portugal and Greece, and without
any major reservations in France and Finland.
In these countries, the respondents welcome the fact that the Commission takes an interest in
the citizens’ opinions and is concerned about specific subjects such as consumers’ interests
and consumer protection. This contributes to improving its image.
A few questions are raised only in France and Finland about the practical effects of the
results of the study – but generally without any negative prejudice.
• Favourable with more reservations or doubts as to the practical usefulness of the exercise,
in most of the other Member States.
Also viewed as a positive factor here is the idea of the Commission taking an interest in the
citizens, “asking people’s opinion”, and expressing the intention to take specific measures in
the interest of consumers.
The doubts concern the practical results of the study, the conclusions that will be drawn from
them, and the measures that could be taken to follow them up.
More specific comments are sometimes noted. These relate to the real prospects of measures
being taken, or the fear that Community initiatives promoting cross-border shopping might
come up against the interest of a Member State wanting to protect its own companies (in the
Netherlands), or the fact that they imply an incentive to price harmonisation which would
make these purchases less attractive in the future (again, in Germany, as well as in
Denmark). Doubts are also expressed as to the Commission’s underlying intentions
(suspicion among some Swedes, and more vaguely among some Austrians, that the exercise
has been carried out for advertising effects or by way of a communication operation, rather
than on the basis of a willingness to obtain information in order to act).
• Lukewarm or ambivalent reactions in the United Kingdom: recognition, as elsewhere, of
the positive principle of asking the citizens what they think, and hopes among some of
specific measures resulting from the study, but widespread doubts in this respect, associated
with a basically negative image of the Commission and its readiness to take action, or the
impression that the United Kingdom and its consumers have benefited little from
membership of the Union.
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¾ In the EFTA Member States, the reactions to this initiative are seen to be extremely positive
in Switzerland and Iceland: credibility and usefulness of a study on this particular subject and,
moreover, great appreciation of an exercise in which the citizens are asked their opinion, all the
more so in some countries that are not members of the Union. The reservations here are very much
in the minority.
They are more moderately positive in Norway: principle recognised as a good thing, amazement
that the Commission concerns itself with specific fields such as this, its image being – and to a
large degree remaining, for that matter – characteristic of the “Scandinavian” stereotype of
bureaucracy producing incongruous or ridiculous directives, or of a “protectionist” organisation.
¾ The favourable comments also predominate in the future Member States.
• In most of them, a large majority of the people questioned report their very positive
feelings as regards a measure that reveals the interest shown by the Commission in them as
future citizens of the Union and through which they feel recognised and valued, which
responds to specific concerns that they have as consumers, and which also gives them
information about this field of Community action (of which they knew little).
The reservations, doubts or questions – raised by a minority – concern the practical results of
the study and their application – as in the European countries mentioned previously.
The image of the Commission, or of the European Union more generally, comes out
enhanced among the majority – even if the “Scandinavian” stereotype mentioned earlier in
respect of Norway is present and particularly strongly felt in Estonia.
• The most mixed reactions are reported in two countries, Latvia and Poland.
Among the Latvians, they are generally positive in principle but accompanied by more
deep-seated doubts as to the prospects of concrete decisions being taken, and also fears of
their country becoming a kind of receptacle for bottom-of-the-range products or unsold
goods from other countries.
The Poles appear to be split between cross-border purchasers who are in the main
favourable, like their counterparts in other future Member States, and average consumers
who are predominantly sceptical about the positive effects that the initiative would have for
them – even though they, too, appreciate the fact that “an interest is taken in them” and take
away a somewhat improved image of the Commission.
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ANNEXES:
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ANNEX I:
DEMOGRAPHIC COMPOSITION OF THE GROUPS
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RECRUITMENT CRITERIA
¾ The average consumers interviewed were recruited among the socio-professional categories of
middle and lower level managers, self-employed craftsmen and shop owners, (non managerial)
office employees, and qualified manual workers..
For most of them, the people recruited for these groups were selected according to their practise of
cross-border shopping as follows : no more than 2 cross-border purchases in the last 2 to 3 years,
the total value of which did not exceed 500 Euros (in the present-day Member States and EFTA
countries) or 250 Euros (in the future Member States)1; yet a maximum of 2 participants in each of
these groups could have a wider experience of cross-border purchases.
¾ No socio-professional filter criteria were defined for recruiting cross-border buyers.
The selected respondents were to have made at least 3 cross-border purchases in the last 2 to 3
years, the total value of which exceeded 500 Euros (in the present-day Member States and EFTA
countries) or 250 Euros (in the future Member States) – or alternatively at least 1 purchase of a
minimum value of 1000 Euros (in the present-day Member States and EFTA countries) or 500
Euros (in the future Member States).
¾ Border region residents were recruited in the same socio-professional categories as the average
consumers.
No specific condition was set regarding their cross-border purchasing.
¾ In all groups, the participants were men and women aged between 25 and 60 years.
1
In Luxembourg, there was no upper limit to the cross-border purchases made
Cross-border shopping in 28 European countries – May 2004
77
Qualitative study
DEMOGRAPHIC COMPOSITION OF THE GROUPS
Average consumers’ group
Cross-border buyers’ group
Border region residents’ group
Vienna, 06/11/03
Vienna, 06/11/03
Salzburg, 05/11/03
Men
Women
4
4
5
4
3
5
25-39 years
40-60 years
4
4
4
5
3
5
Brussels, 16/10/03
Antwerp, 06/11/03
Mons, 05/11/03
Men
Women
4
4
4
4
4
4
25-39 years
40-60 years
4
4
4
4
4
4
GERMANY
Cologne, 06/11/03
Cologne, 05/11/03
Euskirchen, 07/11/03
Men
Women
4
4
3
5
4
4
25-39 years
40-60 years
3
5
3
5
3
5
DENMARK
Copenhagen, 29/10/03
Copenhagen, 29/10/03
Men
Women
4
3
6
1
25-39 years
40-60 years
4
3
0
7
Madrid, 11/11/03
Madrid, 12/11/03
San Sebastian, 10/11/03
Men
Women
4
4
4
4
4
4
25-39 years
40-60 years
4
4
4
4
4
4
FRANCE
Paris, 30/10/03
Paris, 31/10/03
Mulhouse, 02/11/03
Men
Women
4
4
4
4
3
5
25-39 years
40-60 years
4
4
4
4
4
4
Helsinki, 04/11/03
Helsinki, 04/11/03
Men
Women
4
4
3
4
25-39 years
40-60 years
4
4
4
3
GREECE
Athens, 29/10/03
Athens, 30/10/03
Men
Women
4
4
4
4
25-39 years
40-60 years
4
4
4
4
ITALY
Milano, 29/10/03
Milano, 30/10/03
Ventimiglia, 31/10/03
Men
Women
3
5
4
4
4
3
25-39 years
40-60 years
3
5
3
5
4
3
AUSTRIA
BELGIUM
SPAIN
FINLAND
Cross-border shopping in 28 European countries – May 2004
78
Qualitative study
Average consumers’ group
Cross-border buyers’ group
Dublin, 05/11/03
Dublin, 05/11/03
Men
Women
4
4
5
5
25-39 years
40-60 years
5
3
5
5
IRELAND
Border region residents’ group
Luxembourg, 03/11/03
Luxembourg, 05/11/03
Men
Women
4
5
3
3
25-39 years
40-60 years
5
4
1
5
Amsterdam, 28/10/03
Amsterdam, 28/10/03
Breda, 29/10/03
Men
Women
4
4
4
4
4
4
25-39 years
40-60 years
4
4
4
4
4
4
PORTUGAL
Lisbon, 30/10/03
Lisbon, 31/10/03
Men
Women
3
4
4
4
25-39 years
40-60 years
4
3
4
4
LUXEMBOURG
NETHERLANDS
SWEDEN
Stockholm, 03/11/03
Stockholm, 04/11/03
Malmö, 07/11/03
Men
Women
3
3
4
3
3
3
25-39 years
40-60 years
3
3
3
4
3
3
London, 27/10/03
London, 28/10/03
Dover, 30/10/03
Men
Women
3
4
4
4
4
4
25-39 years
40-60 years
3
4
3
5
2
6
Lausanne, 03/11/03
Lausanne, 05/11/03
Men
Women
5
4
5
3
25-39 years
40-60 years
6
3
6
4
Reykjavik, 05/11/03
Reykjavik, 05/11/03
Men
Women
3
5
5
4
25-39 years
40-60 years
3
5
4
5
UNITED KINGDOM
SWITZERLAND
ICELAND
Oslo, 04/11/03
Oslo, 05/11/03
Men
Women
3
6
4
4
25-39 years
40-60 years
3
6
4
4
NORWAY
Cross-border shopping in 28 European countries – May 2004
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Qualitative study
Average consumers’ group
Cross-border buyers’ group
CYPRUS
Nicosia, 05/11/03
Nicosia, 03/11/03
Men
Women
4
4
4
4
25-39 years
40-60 years
4
4
4
4
Prague, 29/10/03
Prague, 30/10/03
Men
Women
5
4
5
5
25-39 years
40-60 years
4
5
5
5
CZECH REPUBLIC
Tallinn, 28/10/03
Tallinn, 30/10/03
Men
Women
4
4
4
4
25-39 years
40-60 years
4
4
7
1
HUNGARY
ESTONIA
Budapest, 30/10/03
Budapest, 31/10/03
Men
Women
4
4
4
4
25-39 years
40-60 years
4
4
4
4
LITHUANIA
Vilnius, 06/11/03
Vilnius, 07/11/03
Men
Women
5
6
5
5
25-39 years
40-60 years
6
5
5
5
LATVIA
Riga, 06/11/03
Riga, 06/11/03
Men
Women
3
5
4
4
25-39 years
40-60 years
4
4
4
4
MALTA
Valletta, 06/11/03
Valletta, 05/11/03
Men
Women
3
5
3
5
25-39 years
40-60 years
5
3
5
3
POLAND
Warsaw, 29/10/03
Warsaw, 03/11/03
Men
Women
4
4
5
3
25-39 years
40-60 years
4
4
5
3
SLOVAKIA
Bratislava, 28/10/03
Bratislava, 29/10/03
Men
Women
4
4
4
4
25-39 years
40-60 years
4
4
4
4
SLOVENIA
Ljubljana, 05/11/03
Ljubljana, 07/11/03
Men
Women
3
7
3
4
25-39 years
40-60 years
6
4
2
5
Cross-border shopping in 28 European countries – May 2004
Border region residents’ group
80
Qualitative study
ANNEX II:
DISCUSSION GUIDE
Cross-border shopping in 28 European countries – May 2004
81
74, CHEMIN DE LA FERME DES BOIS
BP 13 - 78950 GAMBAIS
October 20, 2003
CROSS BORDER SHOPPING STUDY
DISCUSSION GUIDE (FINAL)
INTRODUCTION
Hello, I am … from …, the research agency in charge of the study for which we are here together today. The subject of this
study is cross border shopping ; I will tell you in a minute what we mean by this. Before we begin our discussion on this
subject, may I ask each of you to introduce him / herself briefly. Just tell me :
• Who you are
• Where you live
• If you are married or live together with someone else, if you have children living in your household and
how old they are
• If you work now, or if you worked earlier, in what kind of job
• And what are your personal tastes, hobbies, and areas of particular interest
THEME I :
EXPERIENCE OF CROSS BORDER SHOPPING IN EUROPE
So, we are going to discuss cross border shopping, that is to say everything that one may purchase from retailers or suppliers
situated in other European countries, either on-the-spot or distance shopping. It includes :
• Travelling to another country for the specific purpose of purchasing products or services there.
• Purchases which can be made in another country on the occasion of a business or tourist visit – excluding
products and services which are part of the trip itself, such as transport, accommodation, food and leisure
activities locally, souvenirs, etc.
• Distance shopping, by mail , by telephone, or through the Internet, from suppliers situated in other
European countries
• And also purchasing from sales representatives based in other European countries who may come and
offer their products or services directly to consumers in our own country.
Cross border shopping does not include purchases of foreign made products which you buy from retailers or suppliers situated
in (our own country).
This study deals only with purchases that you make as private consumers; we will not discuss purchases which some of you
may make on a professional basis.
This study is being carried out on behalf of the European Commission, which aims to make things easier for consumers who
want to make cross-border purchases. Basically, it concerns purchases that people make or consider making in Europe : that is,
any of the present 15 Member States of the European Union, or the 10 new Member States which will join the Union next year,
or the other European countries that are associated with the Union – but we do not exclude cross-border purchasing in other
countries (Show map of Europe).
I.2.
To start with, I will ask each of you if he/she has made any such cross-border purchases in the last 2 or 3 years, for
which products or services, and how it worked: who did you buy them from, by which shopping methods, and why did
you buy cross border in these cases.
¾ Probe, with each respondent :
• Precise nature of the product(s)/service(s) purchased
• Country(ies) in which cross-border purchase(s) was(were) made
• Circumstances and method of shopping in each case (from a retailer/supplier on the spot, on the occasion
of a visit dedicated to this purchase or made primarily for another purpose ; distance shopping by mail, by
telephone or through the Internet ; from a sales representative)
• Origin of the idea to buy cross-border in each case (own initiative, advice of other persons, in response to
advertising or commercial offer…)
• Reasons of the decision to buy cross-border rather than in one’s home country, in each case
• Frequency/number of cross border purchases made in the last 2 or 3 years, and approximate overall
amount spent.
OPTEM S.A.R.L. AU CAPITAL DE 30 000 E - R.C.S. VERSAILLES 339 197 444
TELEPHONE : +33 (0) 134 871 823 – TELECOPIE : +33 (0) 134 871 783 – EMAIL : [email protected]
Qualitative study
I.3.
You have told me about purchases that you have made in other countries over the last 2 or 3 years. There may have
been others which you just did not think about straight away, but which may come to your minds again if I mention
several product and service categories.
¾ Probe (as in I.1) : any other purchases made in the different following product or service categories :
• For example, food or drink products ?
• Clothes or any product of the same kind ?
• Electrical appliances, furniture, decoration products or any other kind of equipment for the home ?
• Products for personal consumption such as perfumery, cosmetics, or any others ?
• Cars or car related products ?
• Leisure products and services ?
• Banking and financial services ?
• Any other product or service category that we may have forgotten ?
I.4.
Besides the cases which you have just been describing, have you considered making a cross border purchase (which you
did not make in the end) in the last 2 or 3 years ? If yes, can you tell me what it was about, and how you went about it ?
¾ Probe, with each respondent :
• Precise nature of the product(s) / service(s) considered
• Country(ies) in which cross border purchase(s) was(were) considered
• Circumstances and method of shopping considered in each case (from a retailer/supplier on the spot, on
the occasion of a visit dedicated to this (planned) purchase or made primarily for other reasons ; distant
shopping by mail, by telephone or through the Internet ; from a sales representative)
• Origin of the idea to buy cross border in each case (own initiative, advice of other persons, in response to
advertising or commercial offer …)
• Reasons why the cross border purchase considered was finally not made, in each case.
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THEME II :
II.1.
EXPOSURE TO CROSS BORDER SHOPPING OFFERS
Besides the cross border purchases which you have made or which you had considered making, you may have received
commercial offers or seen or heard advertising about products or services offered by suppliers in other countries. Did it
happen to you in the last 2 or 3 years, for which types of products or services was it, from which kinds of suppliers,
from which countries, and what was it about ?
¾ Probe, with each respondent :
• Exposure to direct marketing / advertising: catalogues, brochures or leaflets received through the post
(either addressed to you specifically or not), offers made by telephone, by e-mail, etc.
• Door to door visits by sales representatives
• Exposure to advertising in “classical” media (television, radio, press, outdoor advertising…)
• Consultation of Web sites of commercial companies situated in another country.
II.2.
Overall, how did you feel about these commercial offers or advertisements proposing cross-border purchases, and what
did you do about them ?
¾ Spontaneous reactions
¾ Probe :
• Degree and factors of interest, indifference, or resistance
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Qualitative study
THEME III :
INTEREST IN CROSS BORDER SHOPPING
III.1. We will now discuss cross border shopping in more general terms. Cross border shopping is expected to grow within
Europe. Could you tell me how interested you are personally, as consumers, in the growing possibility to make
purchases from suppliers in other European countries ?
¾ Spontaneous reactions
¾ Probe :
• Degree of interest expressed in the possibility of cross border purchasing
• Nature of interest – economic or other (products or services not available in home country ; wider range
of products or services available ; products or services better adapted or of better quality ; prices more
attractive…)
• Nature of resistances or conditions – economic, cultural etc.
• Types of products or services mentioned by respondents
III.2. One of the advantages of cross border shopping for consumers is the possibility to find lower prices. As far as you are
concerned, have you ever come across lower prices for certain products or services in other European countries ?
¾ Spontaneous reactions
¾ Probe :
• Perceived importance of price differences. Probe, for the main products or services mentioned by
respondents, either in terms of absolute price differences or in terms of percentage compared to usual
home country prices. Interest expressed, depending on the importance of the price difference.
• Perceived reasons of price differences (taxation : VAT, excise or other taxes; economic level and cost of
living in other countries; suppliers’ policy, etc.)
• Real or theoretical nature of opportunities to make price comparisons perceived by respondents
(depending on the information which they can find (or not) on prices in other countries, through which
information sources).
• Types of products or services for which price comparisons would be worthwhile
• Countries in which respondents would consider looking for more attractive prices, for these different
products or services.
III.3. One of the effects of having the Euro is to increase price transparency and to make price comparisons easier. This is
true today in the 12 countries of the European Union who have adopted the Euro ; and it will be true in the same way in
the future in the other countries who decide to adopt the Euro. As far as you are personally concerned, have you already
had the opportunity to take advantage of this facility, or do you think you will be able to take advantage of it in future
years to compare prices between European countries?
¾ Spontaneous reactions
¾ Probe :
• Cases of respondents declaring that they have already had occasions to take advantage of the increased
price transparency given by the Euro : where did they find comparative prices, for which products and
services, in which countries, by which methods, how easily or uneasily ?
• Cases of respondents thinking that they will be able to take advantage of it in future years : where do they
think they will find comparative prices, for which products and services, in which countries, by which
methods, how easily or uneasily ?
• Cases of respondents who do not think they will take advantage of it, for which reasons ?
III.4. Another factor which can facilitate price comparisons is the development of electronic commerce and the information
one can find through the Internet, including from Web sites which compare prices. As far as you are personally
concerned, have you ever used, or do you consider using the Internet for making cross border price comparisons ?
¾ Spontaneous reactions
¾ Probe :
• Cases of respondents already using or considering using the Internet for making cross-border price
comparisons.
• Cases of respondents already using or considering using the Internet for making price comparisons in
their own country, but not cross-border.
• Cases of respondents not using nor considering using the Internet.
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Qualitative study
THEME IV :
DEGREE AND FACTORS OF INTEREST IN CROSS BORDER SHOPPING FOR DIFFERENT
PRODUCTS AND SERVICES
IV.1. Let us assume that, in looking for information on a product or service which you have decided to buy, you find a
clearly cheaper price in another European country – even with postage, transport or other costs added in. In such a
case, would you go ahead and buy it without a second thought, or would you hesitate, or would you decide to stick with
a (domestic) supplier although it is more expensive. Why ?
¾ Spontaneous reactions
¾ Probe :
• Propensity (or not) to purchase in another, cheaper country, and why
• Specific factors of interest
• Nature of reservations, fears or conditions
IV.2. Let us now take some concrete examples of products and services which you could buy in other European countries.
For each one, please tell me if it is a product or a service which you could consider buying cross border if you found it
sold for a clearly cheaper price in another European country. Why, under which conditions if any, and how would you
plan to go about it ?
¾ Probe, for each product or service :
• Propensity (or not) to purchase in another, cheaper country, and why
• Specific factors of interest
• Nature of reservations, fears or conditions
A) A new car
B) Food products
C) Children’s toys
D) CD or DVD disks
E) A CD or DVD player or a hi-fi
F) Purchase and installation of a (fully equipped) new kitchen
G) A sofa
H) An airline ticket
I)
J)
A holiday package to a destination outside Europe (such as : a one week holiday in Morocco, a holiday in the
United States or Mexico, a cruise on the Nile, a touring holiday in Kenya or Thailand, etc.)
Savings and investments proposed by banks
K) Other product or service (chosen by the group)
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Qualitative study
THEME V :
V.1.
FACTORS OF CONFIDENCE OR DISTRUST IN CROSS BORDER PURCHASING
There may be several factors playing a role when you consider buying a product or a service from another European
country, rather than in our own country. Could you tell me first of all if you feel that there are, or are not, greater risks
in general for consumers when dealing with businesses in other countries. For example, would you have greater fears
regarding :
¾ Make respondents react successively to each of the risks A to F. Probe for any differences in attitudes depending on
the product or service, or depending on other factors.
A) Complications which may come up regarding non-delivery of the product, non-conformity of delivery,
application of guarantees, using the after-sales service, requests for refunds, handling of complaints etc.?
B) Risks of false, misleading or deceptive advertising and commercial offers, unfair contract terms, nonobservance by the business of the contract, or even fraud or deceptive scams?
C) Consumer laws protecting consumers against such risks being weaker in other countries?
D) Consumer laws protecting consumers in other countries (although they may exist) not being really enforced by
those countries’ authorities ?
E) Difficulties to exercise your rights in case of cross border disputes : access to justice, mediation of consumer
associations or other bodies ?
F) Risks of frauds by third parties (other than the supplier) – such as hackers of credit cards or electronic
payments.
G) The risk of being hassled by unwanted advertising and commercial offers – by mail, by telephone, or through
the Internet (“spam”) ?
V.2.
Other factors may also influence your confidence in making a cross border purchase.
¾ Make respondents react successively to each of the factors A to D.
A) The country
• Probe :
° Degree of familiarity with different European countries
° Degree of confidence in suppliers, depending on countries
B) The language in which you deal with a foreign supplier.
• Probe :
° Dealings in our own language
° Dealings in English (except UK/IRL)
° Dealings in another language (depending on degree of knowledge of that language).
C) The type of supplier
• Probe :
ß Independent retailer
ß Chain store (of chain well known in foreign country)
ß Chain store (of chain well known in our country as well)
ß Mail (or telephone) order company ;
ß Electronic commerce supplier (in the latter case : is confidence or distrust related to the electronic
commerce system generally, or to the foreign supplier specifically)
D) Value of purchase
• Probe :
ß Amounts for which purchase would be made without hesitation ; amounts for which one would
hesitate, or not buy.
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Qualitative study
THEME VI :
MEASURES LIKELY TO ENCOURAGE CROSS BORDER SHOPPING
VI.1. To sum up our discussion, to what extent does each of you feel that he/she will become more interested in growing
cross border shopping opportunities in the future ?
¾ Probe : each respondent’s attitudes
VI.2. Lastly, I would like to know your views about different measures which could be adopted at European level to facilitate
cross border shopping. Please tell me, for each one, if it would encourage you to shop cross border or not.
¾ Probe, for each proposed measure, to what extent it would encourage / reassure about cross border shopping.
A) An information service giving consumers specific information by telephone or through the Internet on their
consumer rights in all European countries
B) Setting up the same consumer rights and protection measures in all European countries
C) Making it possible for consumers to take a case through our own country’s courts against a supplier from
another European country with which they have a dispute
D) Setting up mediation and arbitration systems to resolve cross border disputes in Europe, as an alternative to
complicated court procedures
E) Making it possible for our own country’s consumer associations to intervene to defend your rights in other
European countries
F) Making it possible for our own country’s public authorities in charge of consumer protection to intervene to
defend your rights in other European countries
G) The setting up of codes and trustmarks of fair business practice by industry organisations representing retailers
and suppliers, having authority to make them respected by their member companies.
H) Measures encouraging companies to make cross border offers. What could these be, in your opinions ?
I)
Better information on price comparisons and market offers in Europe. How ?
J)
The adoption of the Euro by all European countries
VI.3. Are there any other measures that could be introduced to encourage you to make cross border purchases ?
¾ Spontaneous reactions
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THEME VII :
REACTIONS TO THE COMMISSION’S INITIATIVE
As I told you at the beginning, we are carrying out this study on behalf of the European Commission, in 28
countries. How do you feel about this initiative of the Commission?
¾ Spontaneous reactions
¾ Probe :
• Perceived usefulness of this study on the issue of cross border shopping
• Impact on the image of the Commission and the European Union among citizens, more generally.
89/89