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CB Assign 1 (Saketh Reddy 201171)

This document discusses consumer behavior and online shopping behavior. It covers several topics: 1) Marketers analyze consumer behavior to craft effective marketing strategies. Understanding what drives consumer choices is important. 2) Consumer decision making involves problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. 3) Motivations for online shopping include pragmatic, product, service, economic, social, and hedonic factors. Understanding motivations is key to explaining online buying behavior.

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Nalla Saketh Reddy
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63 views4 pages

CB Assign 1 (Saketh Reddy 201171)

This document discusses consumer behavior and online shopping behavior. It covers several topics: 1) Marketers analyze consumer behavior to craft effective marketing strategies. Understanding what drives consumer choices is important. 2) Consumer decision making involves problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. 3) Motivations for online shopping include pragmatic, product, service, economic, social, and hedonic factors. Understanding motivations is key to explaining online buying behavior.

Uploaded by

Nalla Saketh Reddy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Consumer behaviour assignment- 1

Name:-N saketh reddy


Roll No:-201171
Sec:-A

Consumer Behaviour:
Wouldn’t it be great if marketers know exactly what drives their target
audience to choose a particular product over others? This knowledge, if
analyzed and brought into use correctly could result in selling anything to
anyone.
No matter how manipulative it seems, crafting marketing strategies based
on the consumer behaviour is a common practice now. Marketers market their
product keeping in mind the emotions and reasoning ability of the target
audience, entrepreneurs present their pitch deck keeping in mind what the
investor actually wants from them, and even products are built according to
what the customer is willing to buy in the market.
 Recent advancements in consumer behaviour
Online Shopping Behaviour Technology Advancement: A Great Change in
Consumer Behaviour

Introduction:
In the era of globalization electronic marketing is a great revolution. Over
the last decade maximum business organizations are running with technological
change.Online shopping or marketing is the use of technology for better
marketing performance.
And retailers are devising strategies to meet the demand of online
shoppers; they are busy in studying consumer behavior in the field of online
shopping, to see the consumer attitudes towards online shopping. Therefore we
have also decided to study consumer’s attitudes towards online shopping and
specifically studying the factors influencing consumers to shop online.
Consumer’s Intention to Continue Purchasing through the Internet Many
studies on customer behavior, in particular, customer satisfaction and intention
to continue purchasing, have applied expectation-confirmation theory in the EC
context.Proposed a framework combining trust, expectation, and satisfaction.
Their findings showed that customer’s trust and expectations are positively
related with satisfaction which has a positive influence on the intention to
repurchase. argued that retaining customer loyalty is vital to make Internet users
visit Internet shopping websites again. Trust and low transaction cost help to
increase customer loyalty towards an Internet shopping website. On the other
hand, examined the effect of design quality on consumer choice of online
bookstores. Their results showed that design quality is as important as product
price to make customers visit and purchase again. Indicated that product
perceptions, customer service, perceived ease of use, site image, promotion,
communications environments, and overall customer satisfaction for the
Internet shopping stores are positively correlated with the repurchase intention,
but perceived consumer risk has a negative relationship with the repurchase
intention

Consumer buying behavior process:


In the field of Consumer behavior research the classical model of
consumer buying behavior is of utmost important. We as persons take actions in
purchasing and using products and services and actions are derived by mental
and social process. Behavioral science helps us to better understand why we go
for a certain product and why not, why we set priories while making decision.
Consumer decision process carries five stages, starting with Problem
recognition and following Information search, Evaluation of alternatives
Purchase decision and finally Post Purchase behavior. Problem recognition
starts with the perception of need and moves towards information search where
consumer uses internal and external sources to analyze given information and
use that information in the next step of evaluation of alternatives. While
evaluating alternatives one assessing values of the products by giving weights.
Once you have successfully evaluated alternatives you will move towards
purchase decision where you may encounter three possibilities, from whom to
buy, when to buy and do not buy. Once you have actually made the purchase
now it comes to Post purchase behaviour, whether you are satisfied or
dissatisfied with your purchase.

Motivational Model:
Motivation with other psychological factors like perception, learning and
attitude is always been cited as major factors influencing consumer to buy even
by Kotler (2000) and Schiffman (2000). Different studies explored consumer
motives to buy online. A detailed typology (Shrivastava, 2011) classified
motives into: Pragmatic motivations (e.g. Convenience, Learning about new
Trends, Ease of use, Comparison), Product motivations (e.g. Availability,
variety, quality), Service excellence motivations (Accessibility, Timely
delivery, Reliability, Responsiveness), Economic motivations (discounts and
deals, competitive prices) Hassel reduction motivations (e.g. transportation,
timing, driving and parking), Social motivations (e.g. social influence, peer
pressure, social learning, status and authority), Hedonic motivations (Self
gratification, fun-of- buying , Going through search pages, Sensory
stimulations, Impulsive shopping ). Rest named as exogenous motivations
(Prevision online experience, life style, trust). Understanding of online buying
motivation is insufficient to explain the complexities on online buying
behaviour.

Conclusion:
Online buying behavior researchers, majorly explores demographics
influence on the buying intentions and adoption stages. However, there is no
systematic interpretation about how the first time buyer is likely to continue
with buying online or would like to intensify or pull more of existent products
available offline. Deductive theory approach has been utilized to identify main
factors influencing different stages of online buying. Psychological theories are
utilized to understand behavior of an individual which is extensively employed
to predict “information
system” or “technology” adoption behavior. Further, extending and
applying the same framework to understand “online buying behavior” in
business to consumer (B2C) setting of E-Commerce. The relation between
internet as an invention and its broadening application in business activities can
be labeled both as a driver and result of consumer’s online behavior, which
needs exploration. Interestingly, timesaving and convenience are long been
associated with adoption of online mode is contradictory to the strengthening
mall-culture and retail-chains, emergence in even developing countries like
India.
Recommendations on how to use the important factors in online shopping
could be aimed at developers of websites and owners of e-stores. They should
change their marketing strategies giving priority to customer orientation and
they should be particularly focused on the ease of use of online shopping
services. E-stores should devote resources to better understand consumer
behavior, technologies of the future and their development.

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