A full 20 per cent of European consumers are too befuddled to work out which is the cheapest flat screen TV when given a choice of two*, European Commission research has found.If the research including having to know VAT rates amongst the various countries, or do a feature-set comparison to determine the "best deal", that would be one thing. But, no, it wasn't quite that difficult:
"Respondents were next presented with a scenario where two shops were selling identical flat-screen TVs. They were told that in shop A, the price is €500 but a discount of 10% is offered. In shop B, the price is €400. Consumers were asked which TV would be cheaper."And they could not figure it out. Seriously.