Module 2: Consumer Behavior Analysis

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Module 2 Consumer Behavior Analysis
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Factors affecting the Online Consumers Behavior
MODULE 2
Forces Influencing the Online Consumers Behavior
Other Stimuli Personal and environmental
Uncontrollable Factors Demographic, Personal,
Cultural, Sociological, Economic, Legal,
Environmental, Technological, etc.
Buyers Decision Product Choice Brand
Choice Dealer Choice Purchase Time
Buyers Decision Process problem identification,
search, trust building, evaluation of
alternatives, choice, Post-purchase behavior
Marketing Stimuli (traditional Marketing Mix)
Web Experience Online Controllable Marketing
Factors
MODULE 3
Source Based on the P. Kotlers Framework (2003)
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FACTORS ISSUES LA REDOUTE S RESPONSE GRADE
Personal Personality traits of consumers are they Fashion aware? Money spender? etc. LRs customers are women that want fashion at an Affordable price. Items are trendy and reasonably priced. In addition, LR Sends personalized emails/catalogs to its Customers
Demographic Aging population both in Europe and North America, overweight problems, etc. LR offers a range of products for young women links to redirect the customers to other affiliate websites (specialized in other segments big size clothes, etc.)
Cultural Cultural habits regarding shopping Europeans shop in City centers whereas Americans shop in malls (everything in one place) French website everything available in one place (like a shopping mall). USA website specialized online outlet.
Sociological Habits of Consumers vis-à-vis Online Shopping Different means of payments, Customer Assistance Telephone 24/7 in the USA Vs. only during week days /office hours in France. Email answer is way faster in the USA (within 24hours vs. 3/4 days in France Customers more demanding in the USA than in France gtLR adapts to the countries it operates in.
Good
Fair
Fair
Good
4
Economic Economic characteristics of the country. E.g. unemployment rate, etc. Promotions, payment facilities (for example via La Redoutes credit card)
Legal Privacy rights and Transactions LR ask permission to customers about giving out information, its site is secured (lock sign)
Situational Sales, seasons, special events Sales, special events Christmas boutique, Fall styles, 4th of July sale, etc.
Technological Fast moving technology Characteristics of the Internet Use new technology like Virtual Model, Order Tracking, Online Payment, Seeing if Item is still in stock (not always reliable personal experience), items (atoms) can be seen in different colors, etc.
Good
Good
Good
Fair
RESULT
Good
5 Good
3 Fair
TOTAL
5
Cultural
Personal
Demographic
Sociological
Economic
Legal
Situational
Technological
Good
6

• The target market are fashion and
  budget-conscious female shopper young
  middle-class women, ages 25-45 with an average
  income of 50,000-75,000.

WHAT TO BUY
HOW TO BUY
WHERE TO BUY
WHEN TO BUY
Only women fashion on USAs website
Anytime! But promotion for special events
(Christmas, Summer sale, etc.)
Multichannel catalog, telephone, fax, website
Credit card, checks, pay on delivery/ pay on
website, on the phone, by post, by fax
Clothing, shoes and accessories, adapted to
seasons an experience
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problem identification
search
trust building
evaluation of alternatives
choice
post-purchase behavior
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Problem Identification
Problems concerning more personalized requests
(help, my info, order status) clearly identifiable
Problems concerning which products the website
offers (clearly identifiable)
Good
9
Search (or identify the alternatives)

Quick Access to Products from different
Categories (designer, Clearance, etc.)
Finally!!!! Other affiliate brands
websites Alternative!!!
More detailed options
Special Offers
Several Alternatives
Order Alternatives...
Good
10
Trust Building
Personalized Information

Secured Site
Information about the company (who they are and
legal information)
Good
11
Evaluation of the alternatives

Many alternatives to choose from. Besides, most
of the alternatives are duplicated which can
make confusing for costumers to know where to
click
Fair
12
Choice

Buy
Not Buy
Based on the previous analysis
LEARNING
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Post-purchase Behavior

Opportunities to contact La Redoute for Any
questions or feedback
Fair
14
Problem Identification
Search
Trust Building
Evaluation of the alternatives
Choice ?
Post-Purchase Behavior
TOTAL
Good
Good
Good
Fair
Fair
Good
15
Clothes, shoes, accessories

Product Choice
Brand Choice
La Redoute, Brylane, Chadwick, etc.
La Redoute, Laura Clement, Rene Derhy, etc.
Dealer Choice
Purchase Time
Day, night, anytime!
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Module 2 Grading Summary
Other Stimuli
Marketing Stimuli ?
Buyers Decision Process ?
Buyers Decision
TOTAL
Good
Good
Good