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Module 2 : Consumer Behavior Analysis

Module 2 : Consumer Behavior Analysis. Factors affecting the Online Consumer’s Behavior. MODULE 2. Forces Influencing the Online Consumer’s Behavior. Other Stimuli: Personal and environmental Uncontrollable Factors Demographic, Personal, Cultural, Sociological, Economic,

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Module 2 : Consumer Behavior Analysis

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  1. Module 2: Consumer Behavior Analysis

  2. Factors affecting the Online Consumer’s Behavior MODULE 2 Forces Influencing the Online Consumer’s Behavior Other Stimuli: Personal and environmental Uncontrollable Factors Demographic, Personal, Cultural, Sociological, Economic, Legal, Environmental, Technological, etc. Buyer’s Decision: Product Choice Brand Choice Dealer Choice Purchase Time Buyer’s Decision Process: problem identification, search, trust building, evaluation of alternatives, choice, Post-purchase behavior Marketing Stimuli (traditional Marketing Mix) Web Experience: Online Controllable Marketing Factors MODULE 3 Source: Based on the P. Kotler’s Framework (2003)

  3. Good Fair Fair Good

  4. Good Good Good Fair RESULT = Good 5 Good 3 Fair TOTAL:

  5. Cultural Demographic Personal Economic Sociological Legal Situational Technological Good

  6. The target market are fashion and budget-conscious female shopper: young middle-class women, ages 25-45 with an average income of $50,000-$75,000. WHAT TO BUY WHEN TO BUY WHERE TO BUY HOW TO BUY Only women fashion on USA’s website Anytime! But promotion for special events (Christmas, Summer sale, etc.) Multichannel: catalog, telephone, fax, website Credit card, checks, pay on delivery/ pay on website, on the phone, by post, by fax Clothing, shoes and accessories, adapted to seasons + “an experience”

  7. problem identification search trust building evaluation of alternatives choice post-purchase behavior

  8. Problem Identification Problems concerning more personalized requests (help, my info, order status) clearly identifiable Problems concerning which products the website offers (clearly identifiable) Good

  9. Search (or identify the alternatives…) Quick Access to Products from different Categories (designer, Clearance, etc.) Finally!!!! Other affiliate brands’ websites Alternative!!! More detailed options Special Offers Several Alternatives Order Alternatives... Good

  10. Trust Building Personalized Information Secured Site Information about the company (who they are and legal information) Good

  11. Evaluation of the alternatives Many alternatives to choose from. Besides, most of the alternatives are duplicated which can make confusing for costumers to know where to click Fair

  12. Choice Buy Not Buy Based on the previous analysis LEARNING

  13. Post-purchase Behavior Opportunities to contact La Redoute for Any questions or feedback Fair

  14. Good Good Good Fair Fair Good

  15. Clothes, shoes, accessories Product Choice Brand Choice La Redoute, Brylane, Chadwick, etc. La Redoute, Laura Clement, Rene Derhy, etc. Dealer Choice Purchase Time Day, night, anytime!

  16. Module 2: Grading Summary Good Good Good

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