Consumer behavior online

Prentice Hall 2006

Consumer Behavior OnlineA Model of Consumer Behavior Online

From last one decade marketers are interested to find out consumer behavior online.

The purpose of a consumer behavior model is to help vendors understand how a consumer makes a purchasing decision

Uncontrollable variablesControllable variablesDependent variables

4-*Learning about Consumer Behavior Online

Online support in consumer behavior Customer buying habits online

Emarketer.comClickz.comComscore.com

Interesting FactsGender of online shoppers is roughly balanced.

In some countries including China, Sweden and Austria more women then men are making their purchases online.

The Behavior Process ModelClassical Model is known as AIDA Model.AttentionInterestDesireAction

Now some researchers also add another letter AIDA(S)Satisfaction

4-*The Consumer Decision-Making ProcessRoles people play in the decision-making processInitiatorInfluencerDeciderBuyerUser

The Consumer Purchasing Decision-making processA Generic Purchasing-Decision ModelNeed IdentificationInformation Searchproduct brokeringDeciding what product to buymerchant brokeringDeciding from whom to buy a product

3. Evaluation of Alternates 4. Purchase & Delivery 5. Post purchase Behavior

4-*The Consumer Decision-Making ProcessA Customer Decision Model in Web PurchasingCan be supported by both Consumer Decision Support System (CDSS) facilities and Internet and Web facilities

Mass Marketing, Market Segmentation, and One-to-One

4-*Mass Marketing, Market Segmentation, and One-to-One MarketingMass MarketingMarketing efforts traditionally were targeted to everyoneTargeted marketingmarketing and advertising efforts targeted to groups (market segmentation) or to individuals (one-to-one)is a better approachMarket Segmentation one-to-one marketingMarketing that treats each customer in a unique way

The New Online Marketing Model

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