Shoppers in Shropshire are more determined than ever to get value for money – and are prepared to shop around to find it.

That is one of the key messages from a survey on buying habits by a county consultancy firm. The research showed that only 60 per cent of people identified themselves as “confident consumers”, with the remainder wanting advice, guidance or reassurance before making a decision.

Some 76 per cent of those who took part in the survey, carried out by The Business Company, of Berrington, near Shrewsbury, said decisions on buying were influenced by the initial reception they received.

Warm, open and friendly staff were more likely to persuade them to to buy.

Ellen Morley, The Business Company principal, said: “There is an old adage that people do business with people – and it is true.

“No matter how luxurious your premises, your staff are your brand and image and how they behave is what has the greatest influence on your customers. Nurture them and you will gain the competitive edge.”The survey also showed 65 per cent of buyers were looking for better reassurance that their purchases or fees for services constitute good value for money – and are more inclined to shop around to get it. A total of 78 per cent wanted a guarantee and 45 per cent said they would only commit to a major expense if there was interest free credit.

Ellen said: “Our research confirms customers want to deal with business representatives who are enthusiastic, willing to follow ideas through into actions and have the tenacity to make sure the job is well done and the customer fully satisfied.

“Businesses should be looking to employ and retain staff who can operate with enough autonomy to have the confidence to trust their instinct but be balanced by a level of accountability and commitment to achieving the correct level of service to ensure information is shared, ideas are discussed and benefits and issues are properly addressed with customers.”