Consumer Buying Behaviour on interet

8/14/2019 Consumer Buying Behaviour on interet

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Consumer Buying

BehaviourIndustry: E-MarketCountry: United States

Presented By

A. Dileep Kumar

Eyshan BawaRehan ul Haq


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Definition

Philip Kotler Professor, Kellog school of managment

Those activities directly involved in obtaining,consuming, and disposing of products andservices, including the decision processes thatprecede and follow these actions

Michale R Solomone

It refers to the buying behavior of final

consumers- individuals households who buygoods for personal consumption


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Response Model ofConsumer Behavior

Stimuli Buyers Black BoxBuyer Response

4Ps Buyer decision process

Brand choiceOther characteristics Buyer Characteristics

Dealer choice

EconomicProduct choice

Technological


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Simplified Model ofConsumer Behavior

Decision-Making Process

Sociological Factors

Culture

Social Class

Reference Groups

Opinion Leaders

Psychological Factors

Needs

Perceptions

Motivations

Attitudes

Information

Search

and Evaluation

Problem

Recognition

Purchase

DecisionPost-Purchase

Decision


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What Makes ConsumerBuy??

Attitude reflects the degree of favorableness or

unfavorableness an individual feels about someoneor something

In the adoption of electronic transactions, a number

of studies have adopted the attitude theory toexplain the effect of attitude on consumer behaviorin the online environment.

There is evidence that consumers attitude towardsonline transaction influences their purchase decision.

Cultural and social diversity are the two main

factors that need consideration when assessing


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Amazon .comAmazon.com was born in 1995

Amazon passed the $5 billion sales mark it tookWal-Mart 20 years to achieve this.

Amazon was able to achieve this only because of

up gradation of technology and increase in numberof online users

Achieving customer loyalty and repeat purchase

has been a key for the success of Amazon.

Many companies failed because they haveachieved in getting awareness but not loyalty.


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Contd..

They have achieved this because of thorough

research on consumer behavior

The research team at Amazon analyzes theconsumer buying pattern by collecting the data

like1) Number of times a customer visits a particularwebsite

2)The amount of time a customer spends on a

particular website3)Counting the number of clicks performed bycustomer

A company like Amazon could record every

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From human to software-based recommendations

Amazon has developed internal tools tosupport this Culture of Metrics called MARCUS

This is a software which converts Human

behavior in to rate to scale

This software collects the data like the numberof page views adds ( added to the basket)

repeal (Content requested but back button thenused)

SO MARCUS has helped Amazon to study

Consumer buying behavior on internet


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Mc Donald's Mc Donalds, the long time leader in fast-food

wars faced a cross-roads in early 2000.Domestically sales and revenues are flattering ascompetitors encroached on its domain

So they have started their online business. Itmainly consists of taking orders online anddelivering the goods at their door step.

An influential factor in consumer attitude towardsnon store shopping is exposure to technology.


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References Alba, J., Lynch, J., Weitz, B., Jeniszewski, C., Lutz, R.,

Sawyer, A. and S. Wood. home shopping: Consumer,

retailer, and manufacturer incentives to participate in theelectronic marketplaces. Journal of Marketing.Vol.61, pp.38-53

Aoyama, Yuko. (2009). The info Society, Japanese style:

corner stores as hub of e-commerce. World of e-commerce: economic, geographical, and social

dimension. West ussex: Wiley & sons ltd

Bellman, S., Lose, G.L., and Johnson, E.J. (1999).

Predictors of online buying behaviour. Communications ofACM. Vol.42, no.12, pp. 32-48.

Bingi, P., Ali, Mir and Joseph, Khamalah. (2008). TheChallenges facing Global E-commerce. Information System

Management. Vol. 9, no.3, pp. 26-34.


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Thank you!!

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Consumer Buying Behaviour on interet