The document discusses factors that influence online consumer behavior and the consumer decision-making process online. It describes types of online shoppers and models of consumer behavior and decision-making online. The key differences between online and traditional consumers are that online consumers have more alternatives to consider, place less importance on price over time, and loyalty is easier to lose online due to lower switching costs.
1. CHAPTER 7 ONLINE CONSUMER BEHAVIOR DIPLOMA IN INTERNATIONAL BUSINESS (BUS2513)
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4. Consumer Market Purchasers and household members who intend to consume or benefit from the purchased products and do not buy products to make products.
5. The nature of customer complaints Source: Neill Denny, âWhy complaining is our new hobby,â from Marketing Magazine, 26 November 1998, p. 16. Reprinted with permission.
6. Buying Behavior The decision processes and acts of people involved in buying and using products.
7. Consumer Buying Behavior The decision processes and purchasing activities of people who purchase products for personal or household use and not for business purposes.
12. Slide 6-7 Characteristics of Three Types of Consumer Decision Making Table 6.1 Types of Decision Routine Consumer Involvement In Purchase Limited Extensive One of a few brands, sellers and product characteristics evaluated Characteristics of Consideration Set Information Sources Consulted Consumer Involvement In Purchase Several brands, sellers and product characteristics evaluated Many brands, sellers and product characteristics evaluated Low Moderate High Internal sources used Internal and some external sources Internal and many external sources As little as possible Some time invested Much time invested
13. Routinized Response Behavior The consumer problem-solving process used when purchasing frequently purchased, low-cost items needing very little search-and-decision effort.
14. Limited Problem Solving The consumer problem-solving process employed when buying occasionally or when they need to obtain information about an unfamiliar brand in a familiar product category.
15. Extended Problem Solving A consumer problem-solving process employed when purchasing unfamiliar, expensive, or infrequently bought products.
16. Impulse Buying An unplanned buying behavior resulting from a powerful urge to buy something immediately.
17. Consumer Buying Decision Process A five-stage purchase decision process that includes problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation.
18. A Model of Consumer Buying Process Figure 6.1 Slide 6-1 Situational Influences Social Influences Marketing Influences Postpurchase Evaluation Need Recognition Information Search Alternative Evaluation Purchase Decision Consumer Buying Process
19. Slide 6-8 Influences on Consumer Behavior: Figure 6.5 Social Influences ⢠Culture ⢠Subculture ⢠Social Class ⢠Reference Groups ⢠Family Marketing Influences ⢠Product ⢠Price ⢠Placement ⢠Promotion Situational Influences ⢠Physical Surroundings ⢠Social Surrounding ⢠Time ⢠Task ⢠Momentary Conditions Consumer Buying Process
23. Slide 6-3 Information Search Internal Information Sources Group Marketing Public Experiential
24. Internal Search An information search in which buyers search their memories for information about their products that might solve their problem.
25. External Search An information search in which buyers seek information from sources other than memory.
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27. Slide 6-4 Alternative Evaluation Attitudes Alternative Evaluation Subjective Criteria Objective Criteria â Four Wheel Driveâ âAbility to Tow 10,000 lbsâ âCompact Disc Playerâ âSeats Sevenâ â Sporty Imageâ âPopularâ âGreat Stereoâ âRugged Imageâ
28. Cognitive Dissonance A buyerâs doubts shortly after a purchase about whether the decision was the right one. Sample ads of cognitive dissonance
29. Situational Influences Influences resulting from circumstances, time, and location that affect the consumer buying decision process.
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31. Psychological Influences Factors that in part determine peopleâs general behavior, thus influencing their behavior as consumers.
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33. Motives An internal energizing force that directs a personâs behavior toward satisfying needs or achieving goals. Motive for buying organic foods
34. Maslowâs Hierarchy of Needs Vacations, College Courses Charitable Organizations Auxiliary Needs: Friendship and Belonging Esteem Needs: Status, Respect, Self-esteem Prestige Brands Club Memberships Greeting Cards Locks, Insurance Flour, Green Beans, Water Supply Safety Needs: Physical and Financial Security Physiological Needs: Food, Water, Rest, Sex, Air Self-Actualization Needs: Self-Fulfillment Needs Products
41. Role Actions and activities that a person in a particular position is supposed to perform based on expectations of the individual and surrounding persons.
42. Consumer Socialization The process through which a person acquires the knowledge and skills to function as a consumer.
50. Culture The accumulation of values, knowledge, beliefs, customs, objects, and concepts of a society.
51. Subcultures A group of individuals whose characteristic values ( religion , etc.) and behavior patterns are similar and different from those of the surrounding culture.
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53. Slide 6-6 Postpurchase Evaluation Figure 6.4 Dissatisfaction Low Value Need Recognition Information Search, etc. Satisfaction High Value Loyalty Long Term Relationship How Value Perceptions Can Influence Postpurchase Behavior