Consumers are increasingly turning to comparison websites which bring together a wide choice of products within a category, and allows them to compare salient features. Many sites include comments from fellow consumers.

Look at a selection of the following comparison / comment sites:
www.kelkoo.co.uk
www.moneysupermarket.co.uk
www.pricewatch.co.uk
www.dealtime.co.uk
www.buy.co.uk
www.dooyoo.com

Questions:

1. For what types of products and buying situations are comparison sites like these particularly useful?

2. Are there products and buying situations where such sites would not have much value?

3. How do the sources of information contained in these websites work in conjunction with other sources of information to help the buyer make a decision?

4. What value do visitors to such sites place on the comments left by a) the company that operates the site, and b) other consumers?

5. What are the implications of such sites for companies selling fast moving consumer goods? How can such companies maximise the benefit that they get from them?