Internet

Consumers and
Market Research
Shawna Leigh S. Alvior
Mary Grace T. Villarente
 Learning Objectives
o Describe the essentials of consumer behavior
o Describe the characteristics of internet surfers
and EC purchasers
o Understand the process of consumer purchasing
decision making
o Describe the way companies are building
relationships with customers
o Explain the implementation of customer service
o Describe the market research in EC
o Experience the role of intelligent agents in
consumer applicants
o Describe the organizational buyer behavior model
 The Importance of Customers
The major pressures are labeled the 3Cs
Competition
“fighting” on customers
 to succeed: control the 3Cs

 Customers
Customers becomes a King/Queen
To succeed: finding and relating customers
 Change
EC is a distribution channel
To succeed: convince customers to go online and
then to choose your company over the online
competitors
 A Model of EC Consumer Behaviour
 Consumer Types
 Individual consumers: get much of the media
attention
 Organizational buyers: do most of the shopping in
cyberspace
 Purchasing Types
 Impulsive buyers: purchase products quickly
 Patient buyers: purchase products after making some
comparisons
 Analytical buyers: do substantial research before
making the decision to purchase products or services
 A Model of EC Consumer Behaviour
 Purchasing
decision
begins with
customer’s
reaction to
stimuli
 Personal Characteristics &
Demographics of Internet Surfers
 Environmental Variables
 Social Variables
 people influenced by family members,
friends, co-workers, “what’s in fashion this year”
 Cultural Variables
 Psychological Variables
 Other environmental variables
 available information, government regulations,
legal constraints, and situational factors
 Personal Characteristics & Demographics
of Internet Surfers
 Personal Characteristics and Differences
 Consumer resources and lifestyle
 Age and gender
 Knowledge and educational level
 Attitudes and Values
 Motivation
 Personality
 Demographics of Internet Surfers

 Major Demographics include

 Gender
 Age
 Marital Status
 Educational level
 Ethnicity
 Occupation
 Household Income
 Consumer Purchasing Decision-Making

 Roles that people play in the decision-making

process

 Initiator : the person who first suggests or

thinks of the idea of buying a particular product
or service
 Influencer : a person whose advice or views
carry some weight in making a final buying
decision
Consumer Purchasing Decision-Making (cont)
 Roles that people play in the decision-
making process
 Decider : the person who ultimately makes
a buying decision or any part of it – whether
to buy, what to buy, how to buy, or where to
buy
 Buyer : the person makes an actual
purchase
 User : the person who consumes or uses a
product or service
Consumer Purchasing Decision-Making
One-to-One and Relationship Marketing
 One-to-one marketing
 marketing that treats each customer in a
unique way
o Basic Idea
 No two customers are same
 Available to a customer and interact
continuously
 Obvious attempt to build a long term
association by establishing a learning
relationship with each customer
 Delivering Customer Service
in Cyberspace

Customer service
 is a set of activities designed to
enhance the level of customer
satisfaction
Delivering Customer Service
in Cyberspace (cont.)
Tools of Customer Service