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Customer Attitudes in E-commerce: Meeting Needs and Identifying Markets

Explore customer attitudes in e-commerce, differences in B2C & B2B markets, SMART strategies for identifying needs, effects of meeting needs, and insights from Manchester Metropolitan University on e-commerce benefits and challenges.

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Customer Attitudes in E-commerce: Meeting Needs and Identifying Markets

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  1. ND e-commerce Carl Arrowsmith Session 7 Customer Attitudes

  2. Last Week • Identifying and meeting customer needs • Ways to identify needs (questionnaires meetings etc) • Meeting the needs • Effects of meetings needs

  3. SMART • When identifying questions its wise to apply the popular SMART mnemonic • Specific • Measurable • Actionable • Relevant • Timely or time related, historic analysis

  4. SMART Prevents Problems • Following SMART will remove many problems • Developing questions for which you cannot collect accurate or complete data. • Developing questions that measure the right thing, rather than creating tests to show good numbers. • Writing so many questions that you create excessive overheads and red tape.

  5. This Sessions Objectives • Gain an understanding of customer attitudes and the differences of markets

  6. Differences of B2C & B2B • B2B web site : • Usually require less promotion • Fewer buyers but larger orders • Should not give away to much information for competitors to view • Buying products will involve several people/departments • Buying decisions lengthy, supplier selection and product evaluation

  7. Differences of B2C & B2B • B2C web site : • High levels of promotion • Small orders, many buyers • Will have to give away information, such as products stocked, qty in stock etc. • Buying products normally involves one person. • Buying decisions usually don’t take long.

  8. Customer Attitudes • Customers have different levels of understanding with regards to e-commerce • Some are oblivious to benefits • Many consumers however have fully embraced buying/trading online • Most see the internet as a great opportunity

  9. Why ? • Why would a consumer not use the internet for commerce purposes ? • Why would a consumer use the internet for commerce ?

  10. Attitudes • E-commerce only took off to public around 1998, its still new. • Sales are increasing all the time • Amazon Sales millions $

  11. Numbers using e-commerce • Study from Manchester Metropolitan University

  12. Findings • Greatest benefits of e-commerce were convenience and value • Payment and after sales were seen as more problematic than traditional outlets • Areas of advantage for e-commerce: • Books, Travel Tickets, Banking • Areas not so advantageous: • Clothing and groceries (things that you like to see before purchase)

  13. Group Presentations

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