Marketing - Customer Behavior

Topics: Consumer behaviour, Retailing, Supermarket Pages: 3 (987 words) Published: November 4, 2013
Marketing 305
October 18, 2013

Customer Behavior

Recently a wave experiments have been done that could take customer convenience and impulse buying to a whole new level. The main goal is to create a new form of shopping that allows customers to buy what they want, right on the spot. This idea would allow customers to buy the product straight out of a magazine, TV ad, or even from a refrigerator. MasterCard plans to announce their partnership with Nast to allow digital readers to buy items directly from an article or advertisement by tapping a shopping cart icon on the page. This new partnership is going to be called ShopThis and will begin on October 15th. ShopThis is making a strategic move by taking advantage of the current generation. This generation is about instant gratification and makes a lot of buying decisions based on impulse. The stages in the buying process include the need recognition, search for information, product evaluation, product choice and purchase, then the post purchase use and evaluation. With this new technology ShopThis will be able to avoid the first two steps of the buying process. Giving the customer the luxury of purchasing the product right off the page will stop them from recognizing whether they need the product and they will feel no need to search for information. When in a store the people have the option of walking around the store and thinking about whether or not they need the item as well as the option of looking at other bands and comparing prices. ShopThis will also gives the option of same day delivery. Customers in this generation want instant gratification and will pay extra money to have these products as soon as possible. Allowing customers same day delivery will give them even more incentive to buy these items directly from the website instead of going to the store or waiting a couple of days. ShopThis has taken the customers physical situations into mind and used it to their advantage. Shopping for some...

References: Stout, Hilary. "For Shoppers, Next Level of Instant Gratification." New York Times. NY Times, 8 Oct. 2013. Web.
"Consumer Behavior / Consumer Psychology | RetailCustomerExperience.com." Consumer Behavior / Consumer Psychology | RetailCustomerExperience.com. Retail Customer Expierence, n.d. Web. 21 Oct. 2013.
Tanner, John F. "Principles of Marketing, v. 1.0." Flat World Knowledge. Bookhub, June 2010. Web.
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