Consumer Behavior, Market Research and Advertisement

1. Consumer Behavior, Market Research and Advertisement UIB

2. Consumer behavior • Companies today operate in an increasingly competitive environment. They treat customers like royalty to buy their goods/services • To understand customer companies must understand their behavior when buying things.

3. Consumer behavior model Personal Characteristic Age, gender, ethnic, education, lifestyle, knowledge, values Independent uncontrollable variables Environmental characteristic Social, cultural/community, political, technological Market stimuli Price, brand, variety, promotion, product quality, customization Decision-making process Buyer’s decision Buy / not What, where, when, how dependent variables Vendor controlled intervening variables EC systems Logistic support Technical support Customer Service Payments, delivery, security Web design FAQ’s, call centers, emails

4. Consumer behavior • Online consumer are divided into 2 types : • Individual consumer • Organizational buyers, they do the most shopping in terms of dollar volume of sales • Now, let’s discuss the model……

5. Independent variables • Personal, refer to demographics, internal individual factors and behavioral characteristic • Major demographics factor : gender, age, marital status, education, ethnic, occupation and household income • From these variables we know what people buy and why they do not buy • back

6. Independent variables….. • Reasons why people do not buy online : • 51%, shipping charges • Quality of products, 44% • From there it’s divided again : • 32%, items return • 24%, credit card safety • 23%, can not ask questions • 16%, download time • 15%, delivery time • 10%, prefer off-line • 1,9%, unfavorable experience

7. Independent variables • Environmental • Social, people buying behavior are influenced by family, friends, coworkers and trends • Cultural/community, different culture different buying behavior • Other, government regulations, legals, situational factors • back

8. Vendor intervening variables • These variables are controlled by vendor completely, pricing, promo, branding, customer service, tech support

9. Dependent variables • To buy or not to buy? • What to buy? • Where, when and how much? • These questions are very dependent to independent and intervening variables • back

10. Decision making process • Before we move on there are 5 major roles in this situation : • Initiator, suggest or think of buying this product • Influencer, they make advice when buying products • Decider • Buyer • User • back

11. Decision making process • Generic model: • Need recognition • Information search • Evaluation of alternatives • Purchase & delivery • Post purchase • There are several models too, but basically all the models are based on this generic model

12. One-to-one marketing • The greatest benefits of EC is its ability to match products and services with individual customer via personalization/customization • The concept : • Customer exposed to marketing exposure (4P’s) • Customer make a purchase • Transaction data is collected • Data analyzed • Marketing exposure updated based on the analyzed data • Customer exposed to new marketing

13. One-to-one marketing • Personalization refers to the matching of services, products and advertising content to individuals (User profile) • Strategy used to compile user profiles : • Direct info from customer • Cookies • Previous purchase patterns • Marketing research

14. One-to-one marketing • Collaborative filtering, a method that uses consumer data to infer customer interest in other products/services • Some variations : • Rule based filtering. • Content based filtering • Activity based filtering • Filtering may cause certain privacy issues

15. One-to-one marketing • Customer loyalty is very important because it takes 3 or 8 times more effort to attain new customer than keep existing ones. • There are 6 levels of loyalty : • The first 3 levels identified as loyalists, emotionally attached, do not have intention to switch vendors • The last 3 levels however, not so loyal because lifestyle change, new needs, dissatisfied etc. • EC make loyalty levels down cos of the ease to switch vendors

16. E-trust • Trust in business is a must • In EC trust is also important because transactions is not done face-to-face • Ec transactions holds many risks • The EC trust model exhibit 4.5………… • Brand names also increased trust in EC

17. Market Research • The goal : • Find info & knowledge about connections between consumer, products, marketing and marketers • The aim : • Discover opportunities • Establish marketing plans • Understand the purchasing process • Evaluate marketing performance • On the web the objective is to turn browsers into buyers • MR can be conducted via offline or online • MR must be conducted based on groups or segmentation on the society

18. Market Research • Market segmentation, divides the market into groups that holds potential for marketing. • Marketers can look into these segmentation and then tailored their marketing efforts to suit these groups • So, what are marketers looking for in this research? • Online buying behavior • Purchase pattern for each segmentation • Factors encouraging online purchase • Buyers or browsers? • Navigation behavior • Web design • Do they need help? • trends

19. Market Research • Online methods • Usually to draw customer to fill research questionnaire, web site offers free games, prizes or free software • Online Focus Groups • Direct consumer communication • Customer scenarios • Tracking customers movements • Transaction logs, generates a clickstream data • Cookies, web bugs and spyware

20. Market Research • Clickstream data analysis • What goods the customer looked • What goods the customer purchased • What goods the customer examined but didn’t purchase • What customer bought in conjunction • Which ads is effective and not • Are the catalog to crowded • Are there any certain product is hard to find • Are product descriptions adequate • Etc.

21. Market Research • Limitations : • Accuracy of response • Loss of respondent (technical problems) • Ethics and legality • Truly representative samples • anonymity

22. Web Advertising • Internet introduce a whole new way of advertising • Beside cost reduction, online ad is truly beoming one-on-one advertising because : • Two way communication • E-mails • Specific targets

23. Web Advertising

24. Web Advertising • Why? • TV viewers are turning more into web • Internet can be very specific • Instant feedback • Faster reach • Other reasons : • Cost • Richness of format • Personlization • Timeliness • Location basis • Digital branding

25. Web Advertising • The methods : • Banners, usually around 5 to 6.25 inch in length, 0.5 to 1 inch in width, and hotlink to its owners website and static • Keyword banner • Random banner • Benefits : direct link, customization, forced view, multimedia • Limitation : cost, limited information, unnoticeable sometimes

26. Big Quiz next week • Read and study chapter 4! • The consumer behavior model! • Personalization • EC loyalty • Market research • Web advertising! • home