BHORANIYA DARSHAN DATTANI PRATIK

DAVRA NIKUNJKUMARPIMR MBA

MARKETING –A

CB PRESENTATION

Determinants of consumer motivation to buying

Pragmatic motivation:• Online shopping gives a readymade platform to the buyers to

collect various prepurchase information and other search activity.

• From past studies it has been said that Information about a product drives a customer to go for online shopping. Services tend to be more informative than product oriented.

• The perception that online buying is easier and involve minimum effort also has a significant and positive impact on consumers mind.

Demographic motivation

Demographic parameters are another factors that motivates customer to go for online shopping. Study suggest that different demographic factors like Age,Income,andEducation that make customers inclined toward online shopping. Young professional with high income group are directly related with online buying

Social Motivation

From the study we come to know that online buyer are getting influenced by their social environment. Buying decisions are mainly influenced by people living around the buyer like6 Supportive social environment, perceived norms, family and friends. Human beings acquire new behaviour by observing others.

Lack of availability of products also drives customers to go for online shopping. In ProductS like CDs, books and air tickets consumers are more likely to go for online shopping with no fear and apprehension about the need to feel, try, smell or touch the product.

High level of customization is also being offered to the customers with huge price discounts and which is not possible in normal buying process..

Product motivation:

• The internet provides a platform to view products with detailed information regarding competitive prices from international locations and thereby help consumers in learning about new trends. Consumers can also interact with user groups and find out about latest fashion.

• A consumer’s motivation to shop online can be for various reasons, such as Utilitarian Motive or problem solver. While some internet buyers consider shopping activity as work,other finds it enjoyable and seeks it for entertainment

Service excellence motivation

Service excellence is the factor that motivate a buyer to go for online shopping. This is the factor that attract customer and each and every day the number of customer are improving because of improvement in services. This might be promises in terms of price, timely delivery of products in good condition, cash on delivery, reliability factors such as clearly stated freight charges, clearly stated product charges

Situational Motivation

Consumers with busy time schedule are more tend to buy online because it saves time.Situational factors such as time pressure, geographical distance, lack of mobility, attractiveness of alternatives and need for special items positively influence online buying ofconsumers.

who are immobile can also SHOP online.Further more, there is no need to travel long distances for shopping. The need for special items which are generally not available in local markets also drives consumers to buy online.

PROMOTIONAL STRATEGY OF FLIPKART

Flipkart has been mostly using world of mouth marketing. Coustomer satisfaction has been their best marketing medium.Fk very wisely used seo(search engine optimization) &google ad-words as the marketing tools to have a far reach in the online worldFk.com fb official page 9 lakh likeFk launched a 4 ad with tag line in 2011“ no kidding no worries” kids were used adverts to send out the messages to public, if kid can do it, you can also do it.

The new “No Kidding, No Worries” television campaign by Flipkart.com uses children to explain the benefits of shopping on the e-commerce website.

Flipkart ‘s existing triangle

Key Success factors:• brand awareness• convenience

• delivery reach• delivery time• reliability• user experience

• availability• price

Competencies:• excellent product delivery• self owned delivery n/w• supplier network• first mover advantage• payment mode• excellent services• internet strategy (search engine optimization)• large loyal customer base.

Value proposition:

“Completely hassle free online shopping experience with best prices

in India”.

11Prepared By:- AKASH TYAGI

Flipkart makes it mandatory for all top executives to take customer calls

• The next time you call Flipkart'scustomer service to change the delivery date or complain about a product, the agent calming your frayed nerves could be Sachin Bansal, its founder and chief executive.

• From this week, the online retailer has made it mandatory for all top executives including directors to spend one day a month handling customer calls.

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