The bargaining power of suppliers

High, given that suppliers can exercise a great deal of leverage in promoting an antivirus product. Consumers are often unsure how to judge antivirus software, or even why they should purchase it at all. Including free trials for antivirus software on PCs, using in-store or website promotions, and other brick-and-mortar methods can be highly influential in encouraging consumers to buy a particular product. While free versions can promote themselves on the web, consumers who are security-conscious may seek a more reputable venue in which to purchase the product.

Comparison

The popular computer magazine PC Magazine did not give the $39.95 Norton AntiVirus software a glowing endorsement. It was particularly critical of its un-installer. Norton's protection was deemed solid, nothing more (2010 Reviews, 2010, PC Magazine). $29.95 VIPRE AntiVirus + AntiSpyware was called "the lightest-running, best antivirus software for 2010" in the magazine's reviews section. McAfee Virus Scan Plus 2010 for $39.95 and Panda...

McAfee is a particularly dangerous competitor for Norton, given that its name is almost well-known and is of the same cost. It also, according to PC Magazine, offers better spyware and adware protection. Free versions of anti-malware software such as AVG were deemed less effective than Norton, but cost-conscious consumers may be willing to take the risk (Rubenking 2010)
References

2010 reviews & guide to choosing the best antivirus software for your PC. (2010). PC

Magazine. Retrieved March 28, 2010 at http://www.pcantivirusreviews.com/

Porter's Five Forces. (2010). MindTool. Retrieved March 28, 2010 at http://www.mindtools.com/pages/article/newTMC_08.htm

Porter's Five Forces. (2007). Quick MBA. Retrieved March 28, 2010 at http://www.quickmba.com/strategy/porter.shtml

Rubenking, Neil J. (2010). Lab testing antivirus software. PC Magazine. Retrieved March 28,

2010 at http://www.pcmag.com/article2/0,2817,2358764,00.asp