Consumer behavior involves the study of how individuals and groups purchase, use, and dispose of goods and services. The online consumer behavior process includes three stages - pre-purchase research, purchase, and a post-purchase stage. Several factors both internal and external to the consumer influence their decisions at each stage. To enhance customer satisfaction and manage expectations, companies should continuously provide additional value, treat customers exclusively, and identify opportunities to delight customers.

1. Online Consumer Behavior

2.  Consumer behavior is the study of
individuals, groups, or organizations
and all the activities associated with the
purchase, use and disposal of goods
and services, including the consumer's
emotional, mental and behavioral
responses

4. Online Customer Behavior Process
Pre-purchase
process
• Needs
• Information
search
• Evaluation of
alternatives
Purchasing
stage
Post purchasing
stage

5. Factors
The External Factors
Internal Factors
The Functional
Motives
The Non-
Functional
Motives

6. Filtering Elements
Trust
Privacy
Security

7. Precautions For Online Purchase Concerns
 Secure website
 Reputable website
 E-mail subscription
Trust
 Seals of approval
 Brand
 Navigation
 Fulfillment
 Presentation
 Technology

8. Services and Products
 A customer wants consistency, which is the
capacity to perform the promised services, reliably
and accurately.
 A customer wants tangibility or the form of
physical facilities, equipment, workforce and other
materials.
 A customer wants reaction – the reaction to an
inquiry or to a call

9. Enhancing Customer Satisfaction
 Attempt continuously to provide additional customer value in
every transaction.
 Try to provide surprise benefits.
 Constantly express the expectations that the customer has
around your product.
 Treat the customer exclusively.
 Look for expectations and performance gaps in order to identify
opportunities to delight.

10. Customer Expectation and Satisfaction

11. Issues in Consumer Behavior
QUALITY
ADDED
ADVANTAG
MARKETIN
APPS