Download Module-2-1.-Consumer-Navigation-and

Module 2: Consumer Behavior
Analysis
Factors affecting the Online Consumer’s
Behavior
MODULE 2
Forces Influencing the Online Consumer’s Behavior
Other Stimuli: Personal and environmental
Uncontrollable Factors
Demographic, Personal, Cultural, Sociological, Economic,
Legal, Environmental, Technological, etc.
Marketing Stimuli
(traditional Marketing Mix)
Buyer’s Decision Process:
problem identification, search, trust building,
evaluation of alternatives, choice,
Post-purchase behavior
Web Experience:
Online Controllable Marketing Factors
Source: Based on the P. Kotler’s Framework (2003)
MODULE 3
Buyer’s Decision:
Product Choice
Brand Choice
Dealer Choice
Purchase Time
FACTORS
ISSUES
LA REDOUTE’ S RESPONSE
Personal
Personality traits of
consumers: are
they Fashion aware? Money
spender? etc.
LR’s customers are women that want fashion at an
Affordable price. Items are trendy and reasonably
priced. In addition, LR Sends personalized
emails/catalogs to its Customers
Good
Aging population both in
Europe and North America,
overweight problems, etc.
LR offers a range of products for young
women + links to redirect the customers to other
affiliate websites (specialized in other segments: big
size clothes, etc.)
Fair
Cultural habits regarding
shopping: Europeans shop in
City centers whereas
Americans shop in malls
(everything in one place)
French website: everything available in one place (like
a shopping mall). USA website: specialized online
outlet.
Habits of Consumers vis-à-vis
Online Shopping
Different means of payments,
Customer Assistance:
Telephone: 24/7 in the USA Vs. only during week
days /office hours in France.
Email answer is way faster in the USA (within
24hours vs. 3/4 days in France…
Customers more demanding in the USA than in
France =>LR adapts to the countries it operates in.
Demographic
Cultural
Sociological
GRADE
Fair
Good
Economic
Economic
characteristics of the
country.
E.g.: unemployment
rate, etc.
Promotions, payment facilities (for example
via La Redoute’s credit card)
Privacy rights and
Transactions
LR ask permission to customers
about giving out information, its site is
secured (lock sign)
Legal
Situational
Sales, seasons, special
events
Sales, special events: Christmas boutique,
Fall styles, 4th of July sale, etc.
Technological
Fast moving technology
Characteristics of the
Internet
Use new technology like “Virtual Model”,
Order Tracking, Online Payment, Seeing if
Item is still in stock (not always reliable:
personal experience), items (“atoms”) can be
seen in different colors, etc.
TOTAL:
5 Good
3 Fair
RESULT =
Good
Good
Good
Fair
Good
Cultural
Demographic
Personal
Economic
Sociological
Legal
Situational
Technological
Good
The target market are fashion and
budget-conscious female shopper:
young middle-class women, ages
25-45 with an average income of
$50,000-$75,000.
WHAT TO BUY
Only women fashion
on USA’s website
Clothing, shoes and
accessories,
adapted to seasons
+ “an experience”
WHEN TO BUY
Anytime! But
promotion for
special events
(Christmas,
Summer sale, etc.)
WHERE TO BUY
Multichannel:
catalog, telephone,
fax, website
HOW TO BUY
Credit card,
checks, pay on
delivery/
pay on website, on
the phone, by
post, by fax
problem identification
search
trust building
evaluation of
alternatives
choice
post-purchase
behavior
Problem Identification
Problems concerning
more personalized
requests (help, my info, order status)
clearly identifiable
Problems concerning
which products the
website offers
(clearly identifiable)
Good
Search (or identify the alternatives…)
Quick Access to Products
from different Categories (designer,
Clearance, etc.)
Finally!!!!
Other
affiliate brands’ websites
Special
Offers
Several Alternatives
More detailed options
Alternative!!!
Order Alternatives...
Good
Trust Building
Personalized Information
Secured Site
Information about the company
(who they are and legal information)
Good
Evaluation of the alternatives
Many alternatives to choose
from. Besides, most of the
alternatives are duplicated
which can make confusing for
costumers to know where to click
Fair
Choice
Buy
Not Buy
Based on the previous analysis
LEARNING
Post-purchase Behavior
Opportunities to contact La Redoute for
Any questions or feedback
Fair
Problem Identification
Search
Trust Building
Evaluation of the alternatives
Choice
Post-Purchase Behavior
TOTAL
Good
Good
Good
Fair
?
Fair
Good
Product Choice
Clothes,
shoes,
accessories
La Redoute, Brylane,
Chadwick, etc.
Dealer Choice
Brand Choice
La Redoute, Laura
Clement, Rene
Derhy, etc.
Day, night,
anytime!
Purchase Time
Module 2: Grading Summary
Other Stimuli
Good
Marketing Stimuli
?
Buyer’s Decision Process
?
Buyer’s Decision
Good
TOTAL
Good