Talk:Consumer behaviour/Archives/2017

Lead image

File:(Belgium) Galeries Royales St Hurbert, Brussels.jpg or File:Mahane_Yehuda_shoppers.jpg? Or something else? I'd replaced the former with the latter because the shopping arcade didn't seem clear enough to "allow readers to quickly assess if they have arrived at the right page" - aside from the shop window on the right, a thumbnail view of this image just looks like a wide corridor with doors and pillars, rather than suggesting a place where consumers are behaving.

Perhaps File:Burlington Arcade, shops.jpg? Or a busy modern shopping center like File:Westfield_Stratford_City,_14_September_2011_(1).jpg? --McGeddon (talk) 10:02, 17 March 2017 (UTC)

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User:GeoffreyT2000, I am sorry if I accidentally removed content. My intention was simply to add the psychology sidebar. Iss246 (talk) 02:44, 4 January 2017 (UTC)

It all seems a bit irrelevant now - since the good people at Wikipedia External Links Project have decided that no external links will be permitted on any of the marketing or advertising pages. BronHiggs (talk) 10:49, 27 March 2017 (UTC)

Comment (copied from Marketing Communications: Talk)

Comments copied from Marketing Communications: Talk

frankly you've done a great job of taking the article on Consumer Behaviour from -this version in September to a recent version -- double in size, many more references, better organization, so good job BronHiggs.--Tomwsulcer (talk) 11:22, 18 January 2017 (UTC)

Another comment Hey BronHiggs I briefly looked over your contributions in marketing, particularly the article on Consumer Behaviour and your work is impressive -- you're a good editor here, talented, and have made a positive contribution. On the Consumer Behaviour article, it went from 56K to 109K with many more references, good ones, like Kotler etc, and the article is more intelligible overall (a problem with much business writing is that it quickly gets dry and vague -- it is really difficult to write in a way to make ideas vivid). And this is largely your work -- great job. So please -- all power to you, go ahead and fix up these articles as you see fit. If you run into problems, write something on my talk page, and I'll try to help out.--Tomwsulcer (talk) 12:29, 16 January 2017 (UTC) BronHiggs (talk) 05:28, 11 April 2017 (UTC)

Edited Content

The following content was edited to reflect a more accurate view of the body of literature in the field:

Internet consumer behaviour

"Traditionally, models of consumer behaviour have been developed by scholars such as Bettman and Booms & Bitner, in which marketing mix such as 4P and other promotional activities are processed by consumers based on their individual characteristics such as mental conditions, social and cultural environment. However, when buyers choose to purchase online, new challenges and opportunities occur for the Internet marketers because they have to deal with disparate stages of buying processes and different categories of consumers with different needs and online experience.

Different types of online behaviour

"How can a sole website solve all the difficulties that used to be handled offline? So, first, it is valuable for marketers to scientifically segment different kinds of online behaviour in accordance with their behavioural characteristics online. Lewis in 1997 listed five groups of people using Internet which is of great value to this segmentation. They are:

1. "Directed Information-seekers" belongs to the kind of users that primarily look for information of the product or service and there is no guarantee that they could be converted to online buyers.
2. "Undirected Information-seekers" are always the new comers of the Internet. They are more likely to click through the web pages and have more willing to interact with the online advertisement designed by online marketers.
3. "Directed Buyers" have a straightforward mind to purchase a specific product or service online.
4. "Bargain Hunters" are the price-sensitive users that always like to find products from sales promotions. For these users, discount could be a major attraction to convert them to purchase online.
5. "Entertainment Seekers" are the online consumers that basically seek anything involved with fun activities. Online games which are often interactive could be a useful means to attract this kind of potential customer. "

Disparate categories of online consuming behaviour

Having known something about online behaviour, we then focus on the buying part that lies within it. Wendy Moe claimed in 2003 that in the offline environment, consumers who are shopping in stores can be easily classified by experienced sales employees only by watching their shopping behaviours. These sales will approach them initiatively because they knew they look like the kind of consumers who are really seeking something to purchase, while other "hanging around" shoppers will generally be ignored by the experienced sales. Such classification may not appear online, but Moe and Fader argued that by it is feasible to predict practical buying, surfing and searching action online by investigating click patterns and repetition of visit within online behaviour. In addition, a report of E-consultancy about "benchmarking of user experience" outlined three kinds of online consuming behaviour as a valuable classification for the research of design of web pages to better serve different kinds of consuming behaviour. The three categories are:"trackers","hunters" and "explorers".

1. "Trackers" are the online consumers who are exactly looking for a product that they definitely wish to buy. They use the Internet for the information about its price, delivery methods post-purchase service and so on. Once they have found the proper information, little effort is needed to let them do the business.
2. "Hunters" just know the categories of the product that they need, for instance, a novel for leisure time. However, they haven't made specific decision on whose novel to buy. They use the Internet to find a list of product of their needed categories to make comparison. This kind of online consumer needs advice and help to do their business.
3. "Explorers" don't even have the categories of product on their minds. In fact, they just want to buy something online. There is more uncertainty of this type of online consumers.

Influence of the Internet on buying process

Table Internet's impact on buying process

Stage in buying process	1 Unaware	2 Aware of product need develop specification	3 Supplier search	4 Evaluate and select	5 Purchase	6 Post-purchase evaluation and feedback
Communications objectives	Generate awareness	Position features, benefit and brand	Lead generation (from range of customers)	Assist purchase decision	Facilitate purchase	Support use and retain business
Internet marketing techniques	Banner advertising, PR, links	Web site content (plus search support)	Search engines, intermediates	Web site content intermediates	Web site content	Personalised web site content and interaction

(Table copied as per original) As the table above shows, the first row indicates the process of a consumer buying a new product, while the second and third row illustrates the positive influences the Internet could have on buying process by creating effective communications with online consumers. For example, suppose a consumer carelessly see an advertisement about laptops on Wechat, a popular Chinese social media developed by Tecent. He begins to feel that his laptop is a bit out of date and want to buy a new one, which the outcome of good advertisement placed on the daily Internet tool. He doesn't know anything about how to buy a new one as business change so fast today, so he search on Google to find out the answer. On the result page, what he finds out is the promotional ads which mainly come from JD.com and Taobao, two main Chinese competitors of online retailer at this field. As always, he used to prefer JD.com, which provides comparison in detail on brands, price, place and ways of payment and delivery. After careful selection, he makes his order through payment of Wechat, which was placed inside of JD.com. JD.com has one of the fastest distribition channels within China and it support excellent post-purchase service to maintain its position in the market. " BronHiggs (talk) 21:37, 17 May 2017 (UTC)