Jim Hodgkins, managing director for the website, claims a lack of understanding is the root cause of the problem.
He says: "As many people don't understand financial products in the same way they do consumer goods, they lack the confidence and know-how to be able to get a better deal."
Mr Hodgkins advises consumers to make sure they have a full understanding of their credit rating, as this will put them "in a stronger position" as lenders may give better deals to those with stronger ratings.
The survey, which was based on the answers of more than 1,000 participants, also shows consumers are willing to haggle for goods such as cars and televisions.
Meanwhile, the cost of personal loans has increased after tighter restrictions were introduced, reports the Daily Mail.
Guidelines on payment protection insurance have resulted in high rates, the source states.
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