Understanding with e consumer

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Understanding with e consumer

  1. 1. 09/03/13 1 Understanding & Communicating With The E-Consumer
  2. 2. 09/03/13 2 The Perceived Risk of E-Shopping • Economic Risk – The probability of making poor purchase decisions. • Social risk- the possibility of incurring societal disapproval for engaging in shopping using a particular medium. • Performance risk – the chance of product / services performing less than expected. • Personal risk- the potential for theft & abuse of credit card information. • Privacy risk- the danger of compromising personal information.
  3. 3. 09/03/13 3 Introducing E-Shoppers • More willing to buy without handling items & to like shopping but not crowds . • In greater need of convenience & product assortment . • More price conscious & seeking a price advantage. • Infrequent shoppers who make unplanned purchase.
  4. 4. 09/03/13 4 Disadvantages of E-Shopping for Consumers • Credit card & security worries . • Lack of personal & social interaction . • Can’t see or feel the merchandise . • Don’t know how • Can’t be in to receive delivery. • Premium charge for delivery . • Difficulties with returning goods for refund .
  5. 5. 09/03/13 5 Advantages of E-Shopping for consumers • Cost Effective • Convenient • Save Times • Fits in with other activities • Breadth & Depth of products • Easy search of many alternatives • Personalization of presentation & merchandise . • Prices favorable .
  6. 6. 09/03/13 6 The Principal benefits expected by consumers from e-shopping %% Faster-Direct ordering processFaster-Direct ordering process Quicker to useQuicker to use Efficient search facilityEfficient search facility Web has most up to date informationWeb has most up to date information Can do at own pace anywhere with webCan do at own pace anywhere with web Order accuracyOrder accuracy Easier to compare products & pricesEasier to compare products & prices Able to seek more informationAble to seek more information Saves timeSaves time Environment friendlyEnvironment friendly Available to place orders 24 hours a dayAvailable to place orders 24 hours a day Ease of useEase of use Web-only specialsWeb-only specials Ability to track account details or order progressAbility to track account details or order progress Overall convenienceOverall convenience All products in range are shown in one placeAll products in range are shown in one place TotalTotal 1919 1313 1212 1010 66 66 66 44 44 44 44 22 22 22 44 44 100100
  7. 7. 09/03/13 7 Motives for E-Shopping • Socializing • Enjoyment • Usefulness • Ease of use • Convenience • Knowledge & ability to make a purchase • Influence of friends & family
  8. 8. 09/03/13 8 Enjoyment & E-Shopping Enjoyment motives For e-shopping • Involvement • Not boring • Fun for its own sake Enjoyment & social features of e-retailing sites • Chat rooms • product reviews • Suggestion boxes • Personalization of offers
  9. 9. 09/03/13 9 Female Shopping Style-The gatherer • Ritual of seeking & comparing • Imagining & envisioning the merchandise in use • Trying up the pros & cons • Taking pride in ability as shoppers • The total shopping process is a leisure activity • Women like to spend longer time than men do • Women favour site design for women –eg. i village (www.ivillage.co.uk)
  10. 10. 09/03/13 10 Male shopping styles – the hunter • Men are incisive , decisive & determined shoppers • Men’s excitement with shopping is at the moment of ‘kill’ (purchase) • Men try to complete the shopping activity in the shortest possible time . • Men’s lack of patience means they often miss the best buy • Male e-shoppers are heavier internet users & more likely to shop via mobile devices & PDAs
  11. 11. 09/03/13 11 Components of E-Retail Quality Fulfilment/reliabilty • Accurate display & description of a product so thaT what customers receive is what they thought they ordered. • Delivery of the right product with in the time frame promised. Web site design: all elements of the consumer’s experience at the website: • Information Search • Order Processing • Personalization • Product Selection Customer service: Reactive , helpful & willing service that responds to customer inquiries quickly. Security/Service: •Securityof credit card payments
  12. 12. 09/03/13 12 QUESTIONS ?

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