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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