Discussion Topic Consumer behaviour has always been a timely marketing topic. This can be explained by the fact that the ability to understand and influence the behaviour of consumers lies at the core of marketing efforts. Throughout the discussion in weeks 3 and 4 please focus on the analysis of the decision-making behaviour based on your own experiences.
In your initial 300-500 words posts please reflect back on the purchase that you intended to make however you did not finalise it at the end (assuming that you simply did not ‘convert’ and the intention of buying did not convert to the actual purchase according to the categorisation of Dewey (2010)) and you dropped out at the fourth stage, purchase.
In your own example, describe the previous stages being ‘problem recognition’, ‘information search’, ‘evaluation of alternatives’, and stop at the ‘purchase’ stage and reflect back on how the marketer could have triggered you to convert into the actual purchase. In other words, you are the customer and you are advising the marketer how to influence your behaviour in favour of the marketer’s product or service. Please support your arguments with the applicable literature and industry knowledge.
The assumption is that you did not make that intention in the offline world, but instead the technologies and digital innovation have contributed. Throughout the 2-week discussion forum, you will engage with your colleagues between a minimum of 5 and a maximum of 10 times. Learning Outcomes Critically evaluate how theories and models of consumer behaviour can be used to develop value propositions in a digital environment. Analyse and evaluate consumer behaviour from a sustainable perspective according to existent theories and research; Critically reflect upon the role of online consumption in society.
Critically assess and evaluate different consumer research methods, both online and offline. Design and implement digital analytics tools that use consumer behaviour research to enhance the customer experience. Discussion Topic Consumer behaviour has always been a timely marketing topic. This can be explained by the fact that the ability to understand and influence the behaviour of consumers lies at the core of marketing efforts.
Throughout the discussion in weeks 3 and 4 please focus on the analysis of the decision-making behaviour based on your own experiences. In your initial 300-500 words posts please reflect back on the purchase that you intended to make however you did not finalise it at the end (assuming that you simply did not ‘convert’ and the intention of buying did not convert to the actual purchase according to the categorisation of Dewey (2010)) and you dropped out at the fourth stage, purchase.
In your own example, describe the previous stages being ‘problem recognition’, ‘information search’, ‘evaluation of alternatives’, and stop at the ‘purchase’ stage and reflect back on how the marketer could have triggered you to convert into the actual purchase. In other words, you are the customer and you are advising the marketer how to influence your behaviour in favour of the marketer’s product or service. Please support your arguments with the applicable literature and industry knowledge.
The assumption is that you did not make that intention in the offline world, but instead the technologies and digital innovation have contributed. Throughout the 2-week discussion forum, you will engage with your colleagues between a minimum of 5 and a maximum of 10 times. Learning Outcomes Critically evaluate how theories and models of consumer behaviour can be used to develop value propositions in a digital environment.
Analyse and evaluate consumer behaviour from a sustainable perspective according to existent theories and research; Critically reflect upon the role of online consumption in society. Critically assess and evaluate different consumer research methods, both online and offline. Design and implement digital analytics tools that use consumer behaviour research to enhance the customer experience. ————————– All the lives we have to make decisions that affect the course of our lives.
These concepts of decision-making behavior have been developed and expanded over the years, but the original guiding principles are still relevant to the modern customer experience. The five stages of the consumer’s decision-making process outline the linear customer journey. Things don’t always play out precisely in this way, especially different customers enter the process at different stages. It can also depend on what is being purchased and how much it costs. I had used my iPhone 8 for years. It frustrated me whilst I used the Apps and opened the browser that takes a while to open and slow down its loading to display the content.
Because my iPhone had the lack of free storage space to function, the operating software —iOS— didn’t have enough space to upgrade to the new version. The battery and touch screen were also other issues. I had to charge my mobile phone all the time that became less effective as it chemically ages. The touchscreen was not very responsive affecting and embarrassing during my work as I was a sales at an internet company.
Another theory for understanding our needs and motivation is Maslow’s theory: Physiological Needs; Safety Needs; Social Needs; Esteem; Self-Actualisation. (Maslow’s Pyramid of Needs 1943) Due to the unpleasant experience of using my old mobile phone, I’ve decided to look for a new smartphone. When facing a purchase situation, I broadly evaluate its price, value, reputation, and functions.
Even I’m a long-term iPhone user, as a result of a small budget, I still need to do some online search to study forums, reviews, and user’s opinions to decide which model and brand are worthy to purchase in order to meet my satisfaction and budget. As a matter of fact, smartphone users no longer had to splash serious cash to own smartphone devices with excellent features. Competitive pricing, the ability to offer feature-rich mobiles even in the budget segment. I think the perception of the functional (utilitarian) and psychological (symbolic or value-expressive) benefits offered is an important element of the evaluation of alternatives.
I evaluate a smartphone based on tangible criteria such as stability, optimizing the operating system, and warranties according to my past experiences. Besides, my point of view is that utilitarian benefits are closer to necessities than luxuries. Apple put in a huge amount of effort to intentionally make iOS stable, reliable, safe, private, and secure, besides, consumers can use extensive problem solving for infrequently purchased, expensive, or new goods or services. I’ve decided to continue using iPhone.
Unfortunately, the newest model of listed price far exceeds my budget. If they could have offered that part of the purchase price of the device with a cashback promotion, I would consider purchasing it. For marketer’s action, engaging customers through promotional SMS, eDM, etc. with embedded links to mobile websites to drive purchase and to let purchase intent become an actual purchase, further improving sales conversion rate.
