A newly launched, Hong Kong based e-commerce website that sells child-care products wants to build trust amongst its target customer segment, women in the age range of 20 to 35 years in China. Which of the following measures would be the most effective in building trust toward the website?
A) "seal of approval" from international organizations
B) the store's association with a portal, such as Yahoo!
C) favorable endorsements from customers' peers
D) higher expenditure on advertising and sales promotions

Question

Quizplus · Accepted Answer

Favorable endorsements from customers' peers would be the most effective way to build trust among women in the target segment. This group is likely to place a high value on recommendations from people they know and trust. Seals of approval from international organizations and associations with portals may not carry as much weight with this audience, and higher expenditure on advertising and sales promotions may come across as insincere or even pushy.

A Newly Launched, Hong Kong Based E-Commerce Website That Sells