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Online concumer buying (REFERENCES (José Freitas Santos, José Cadima…
Online concumer buying
customer characteristics 🤷🏽
purchasing (digital goods)
Education (well educated in English)
travel destination (travels more to foreign countries)
goals of usage
#
using for e-banking
searching for info about products/services
motivations 🦄
Motivatiors for online buying
Convenience
Selected product
More choices of product
More information about product
Lower prices
Security in payments
Promotions
Anonymity
Delivery at home
Main influences of e-shoppers (e.g. Wine market)
Expert recommendation
Promotion
Price
Past experience
Online shop recommendation
Advertising online
Friend’s recommendation
Loyalty to brand/region of origin
Experience of new wines
Emotional motives 😍
Attraction towards opposite sex
products like perfumes, deodorants, after shave lotions, hair cream, shampoo, face powder, clothing, sunglasses, shoes and services like beauty parlour, travel, hair dyeing
Fashion or Imitation
People generally try to copy or imitate others
Comfort
These products save labour and time.
Pride
Consumers want to be respected by others and feel proud of their social status, activities and achievements
Affection for family
Affection and love for family, society and motherland often drives consumers to buy certain articles.
Habits
buying ready-made garments from a particular shop
Vanity
That is, such customers will buy goods that they really do not need.
Jealous
It may pertain to intelligence, wealth, beauty, health, achievements, etc
Aesthetic Value
the design and the beauty of articles like jewellery, expensive cars, wrist Catches, furniture, decoration of a bungalow, factory, etc.
Praise
goods and services that make him praise-worthy.
Thus, a person may buy an expensive set of furniture or a carpet for his drawing-room with the intent of being admired by others
🤜🏼 Marketing Strategies Based on
Motivation Conflict
#
Approach-Approach Conflict
A consumer who must choose between two attractive alternatives
Approach-Avoidance Conflict
A consumer facing a purchase choice with both positive and negative consequences
Avoidance-Avoidance Conflict
A choice involving only undesirable outcomes
[BEHAVIOUR] (
https://www.youtube.com/watch?v=FFdaBL5DzR8
)
behavioural factors
#
familiarity with online shopping 🤷
shopping intention 🛒
time spent online 💻
risk perception 😮
consumer trust factors :explode:
trust in third party assurances
cultural environment of trust
have the strongest positive influence on intentions to continue purchasing online
income :money_with_wings:
age👶
products that provide primarily positive
reinforcement 🧙
gender🤔
education 🎓
technical expertise 👮
digital marketing strategy ✌
triggers
types
offlline
online
Identify the Persona that buy, and their specific triggers
Build trigger-specific messaging and content
Look to see if you can create the trigger, or help a customer realize a trigger has happened
DON'T Encountering a customer too late in the buying cycle
distribution channels
#
Automated buying profiles
networked buying clubs
online auctions
REFERENCES
José Freitas Santos, José Cadima Ribeiro, (2012) "The Portuguese online wine buying consumer:
Characteristics, motivations and behaviour", EuroMed Journal of Business, Vol. 7 Issue: 3, pp.294-311,
https://doi.org/10.1108/14502191211265343
Mueller, S. and Umberger, W. (2009), “What drives the Australian cask wine consumer”, Wine
Industry Journal, Vol. 24 No. 2, pp. 44-7
Introducing Consumer Behavior in 2018: Four Trends to Watch
http://www.vertoanalytics.com/introducing-consumer-behavior-2018-four-trends-watch/
Maria Ek Styvén, Tim Foster, Åsa Wallström, (2017) "Impulse buying tendencies among online
shoppers in Sweden", Journal of Research in Interactive Marketing, Vol. 11 Issue: 4, pp.416-431,
https://doi.org/10.1108/JRIM-05-2016-0054
Liliana Simões Ribeiro, Paulo Alexandre Oliveira Duarte, Rui Miguel, (2017) "Online consumer
behaviour of mass-customised apparel products: A hierarchy of traits approach", Journal of
Fashion Marketing and Management, Vol. 21 Issue: 2, pp.158-171,
https://doi.org/10.1108/
JFMM-07-2016-0068
MONEY MATTERS | ALL MANAGEMENT ARTICLES
Wilson D'Souza, (2008-10, MBA, SJEC)
Link Title
Constanza Bianchi, Lynda Andrews, (2012) "Risk, trust, and consumer online purchasing behaviour:
a Chilean perspective", International Marketing Review, Vol. 29 Issue: 3, pp.253-275,
https://doi.org/10.1108/02651331211229750
For
entreprenuers
TRENDS :fire:
Impulse buying online
high impulse buying tendency
young, more likely to be female and more frequent online shoppers with higher levels of trust in the internet
low impulse buying tendency
low-IBT consumers abandon their online shopping carts before completing the purchase, often because of need uncertainty
voice-driven devices
#
personal assistant
searching information
Mobile Gaming Stagnates
travel apps
sport apps
social apps
news
education apps
Process ⚙
Problem Recognition
2: Information Search
Evaluation Of Alternatives
4: Purchase Decision
5: Purchase
6: Post Purchase Evaluation
NEED TO RESEARCH
mobile apps trigger
how to inforce people buy online using mobile app triggers that are based on personal data
voice-driven devices
obtaining data from personel assistant
list of consumer needs
convinient time for purchasing
convinient time for delivering
time for push-notification that enable impulse buying online