Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).
Online purchasing is becoming more and more practical thing for contemporary customer. It is explained by high internet penetration in every country, lower cost than in retail network, door to door delivery. Internet plays an important role nowadays; therefore it creates a new market, which sometimes is quite difficult to measure. Online shopping is different from the B&M shopping due to the fact that there is no physical presence of goods, from other standpoint internet is able to sell way more services and motivation and decision making process directly connected to the feedbacks.
In today’s world of various products and services, businesses aim to excel and lead the competition by marketing the most number of consumers, which is a full time endeavor of business. To survive in the market, a firm or an organization has to be constantly innovating and understand the latest consumer trends and tastes. Marketers need to understand consumer behavior because the decision-making process for consumers is anything but straight forward. Consumers’ behaviors and their purchasing patterns is a huge advantage to understanding the way customers think and the reason for their purchases. Therefore, the study of consumer behavior is important because it allows the
Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With
The traditional retail market has been transformed by technological advances. The internet today has allowed consumers to purchase various products from home ranging from apparel to groceries. The online shopping market has grown significantly within the past decade, leading to many online e-commerce startups such as Amazon, eBay, and mobile start-ups such as Instacart. While e-commerce provides convenience for shopping, it has created major disruption to the traditional shopping industries. Traditional retailers have since faced bankruptcy due to their inability to compete with such start-ups. The traditional American toy store, Toys R Us, announced its state of bankruptcy just last month due to a significant decline in sales. More and more consumers are turning to online giants such as Amazon to purchase daily items as a result of convenience. According to the Washington Post, Toys R Us is just one of more than 300 retailers to file for bankruptcy this year, as Americans ditch the shopping mall in favor of their laptops, smartphones, and tablets (Bhattarai, 2017). Shopping which used to require walking or a vehicle trip to stores is no longer required for consumers with online shopping. Online shopping has appealed to consumers worldwide by encompassing the business aspect of service convenience which constitute saving time and/or effort (Jiang, Yang, and Jun, 2012). For consumers whom have busy lives and those whom are physically disabled, online shopping is a positive
Online shopping is an important revolution of the Internet retail marketing in this new digital era. It has attracted many users to try online shopping as a shopping channel. The number of consumers preferring internet for their shopping needs has been constantly gaining importance mainly because of its easy convenience . As modern day consumers are running short of time many consumers do their transactions online. Internet online shopping is seen as a boon to manage shopping and work. Consumers can look at these websites of online stores and purchase products in comfort from home.
Usually, consumers use the internet to communicate with others, to search for entertainment, to make a purchases, and to compare services and products. Furthermore, consumers can benefit from online search by allowing them to find more detailed information about a certain product. Also, it enables them to find information faster and easier. Some websites enable consumers to generate a side by side comparison of different products, so that they can make an educated decision to purchase a product or service. On top of that, consumers can benefit from reviews and ratings from other customers with the purpose of learning about the experiences of others. As a result, consumers can also save time and money by using the internet as way to find information and make purchases. Also, consumers can be benefited by not having to spend their time and mental efforts on deciding to purchase an item because online search can help the consumer perform better to accomplish the information search process faster. Moreover, they save time by not having to physically go to each store to learn about their products or services. And, they save money by utilizing the saved time to engage in activities that could generate an income for them. In general, online product search can reduce costs to almost zero because the consumer
Consumer traits and behavior affect the buying habits of most consumers. The different characteristics have psychological and social processes that influence buying habits of the consumer. Marketers need to understand these processes to be successful in meeting the demands of the consumer. The relationships between consumer traits and behavior play an important role in why people purchase a certain product. Social and culture settings influence the buying habits of the consumer and must be considered by marketing agencies. Understanding the way consumers interpret marketing messages is crucial in the ability to sell a product in today’s market.
Online shopping is a virtual platform in which consumers are able to purchase good and services through the Internet. Founded in 1979 by Michael Aldrich, it has since become a phenomenon that over 70% of the British public admits to have had some form of experience. It is for this reason understanding the process involved with online shopping behaviour is a priority issue for many specialists’ marketers wanting to gain an advantage in the highly competitive and promptly expanding ‘virtual’ marketplace. This desire to gain a solid platform for online sales comes at no surprise given the budding expansion of the Internet particularly in terms of transaction volumes and business penetration. Considering 50 percent of Internet users are
Since consumers are always changing and purchase differently with various cultures, it is necessary for marketers to research and analyze different cultures where their customers in and how buyer behave during their shopping trip in order to effective stimulus and lead consumers to purchase, provide better service for them and sharpen the competitive edge in the market. For consumers, shopping is not only satisfy their needs, but also the important activity for satisfy their wants in nowadays.Therefore, marketers have increasingly paid more attention on different causes that most consumers’ behavior are influenced.
This newly developed type of marketing function is more and more popular nowadays, but the customer‟s behaviour and psychology in this situation have not been focused on enough. Especially in China, where e-commerce has developed a peak, an increasing number of people are eager to learn about e-commerce. In this case, a good analysis of customer‟s behaviour and psychology can help companies adapt to this new environment well and divide the target market. The thesis is researching customer behavior, how the customers make their purchasing decisions, variation of the consumption structure and customer psychology in ecommerce. E-business is not a product or service; it is the technology applied to the company‟s work to innovate the experiences and qualities surrounding the product. The ebusiness activities over the internet are a tool or engine to improve the domestic economic well being through the liberalization of domestic services, more rapid integration into the globalization of production. (Taylor & Murphy 2004, 286)
E-commerce is fast growing market where all customers’ behavior, satisfaction is 8/10 which is the best rating and shows how important is E-commerce . Evaluating customer’s behaviors quantitatively is important and easy as E-commerce and F-commerce  are flaming topics these days by every and any third-party statistics and analysis firm because of the fast emerging market through adverts posted on social media , which draws social media users attention towards the adverts, this is one of the tactics of the E-commerce giant’s to grow their market and revenue. Social media is one powerful tool is known to humankind in the 21st century, which is used for both positive and negative use by the users, companies and etc.
Studying the consumer buying behavior is a very complex process, as it involves not only the economic factors but also the emotional factors. However, marketers need to study the consumer behavior, as it helps them position their products better and develop effective marketing strategies. Consumer buying behavior is influenced by the culture and subculture. Habits, likes and dislikes of the people belonging to a particular culture or subculture can affect the marketing efforts of a firm largely. The social class to which the individual belongs tells about the type of products the individual prefers.
There are a lot of subjects for marketers to understand in order to get more customers purchasing their companies’ products or brands. Consumer buying behavior is one of the studies that marketers need to understand. Factors that influence consumer buying behavior can be classified into four classes which are social factor, cultural factor, personal factor and psychological factor.
Online shopping has become increasingly popular throughout the years due to the convenience and accessibility that it is able to provide its users and the business with. With more people switching from offline to online shopping and the lack of a physical staff to aid in the purchasing process, it is important that the organizations ensure their website provides ease of use for customers, from viewing the products to the check-out process. Therefore, I will be analyzing both Zalora and Asos’s online store.