Online Buying Behaviour
BUYER BEHAVIOUR
Online Buying Behaviour
BUSI22585
T2260640
1/23/2013
Word Count: 1864
This essay will discuss and evaluate the subject of consumer buying behaviour online and also the traditional methods. Firstly the paragraphs below will discuss and describe the elements of both online and traditional consumer buying behaviour using relevant theorists. Secondly, using relevant academic sources an evaluation of the differences between consumer buying behaviour online and the traditional means will also be debated. Thirdly a few of the major challenges of consumer online behaviour faced by marketers will be discussed. Finally a brief summary of the major differences, as well as challenges faced by marketers in consumer buying behaviour online will be highlighted giving a recommendation for marketers.
Chaffey and Ellis-Chadwick (2012) argue that the attitudes and perceptions of consumers toward online buying are shaped by various beliefs and perceptions of variables such as convenience, trust and risk. Furthermore these variables can be very important and determine what, where or how a consumer purchases its products from various options available online. On the other hand Solomon et al (2010) suggest that traditional consumer behaviour can be influenced by in-store factors such as packaging, in-store promotions and even the sales person. In addition traditional consumer behaviour is affected by tangible factors for example: sampling the product whilst online behaviour is more focused on intangible factors such as the look of the product online.
According to Lamb, Hair and McDaniel (2010) when consumers want to make a purchase, precisely a new or luxurious product, they usually follow the process shown in exhibit 6.1. Furthermore both online consumers and traditional in-store consumers follow the process which shows the step by step stages consumers have to
Online Buying Behaviour
BUSI22585
T2260640
1/23/2013
Word Count: 1864
This essay will discuss and evaluate the subject of consumer buying behaviour online and also the traditional methods. Firstly the paragraphs below will discuss and describe the elements of both online and traditional consumer buying behaviour using relevant theorists. Secondly, using relevant academic sources an evaluation of the differences between consumer buying behaviour online and the traditional means will also be debated. Thirdly a few of the major challenges of consumer online behaviour faced by marketers will be discussed. Finally a brief summary of the major differences, as well as challenges faced by marketers in consumer buying behaviour online will be highlighted giving a recommendation for marketers.
Chaffey and Ellis-Chadwick (2012) argue that the attitudes and perceptions of consumers toward online buying are shaped by various beliefs and perceptions of variables such as convenience, trust and risk. Furthermore these variables can be very important and determine what, where or how a consumer purchases its products from various options available online. On the other hand Solomon et al (2010) suggest that traditional consumer behaviour can be influenced by in-store factors such as packaging, in-store promotions and even the sales person. In addition traditional consumer behaviour is affected by tangible factors for example: sampling the product whilst online behaviour is more focused on intangible factors such as the look of the product online.
According to Lamb, Hair and McDaniel (2010) when consumers want to make a purchase, precisely a new or luxurious product, they usually follow the process shown in exhibit 6.1. Furthermore both online consumers and traditional in-store consumers follow the process which shows the step by step stages consumers have to
References: Brown, M., and Muchira, R., 2004. Investigating The Relationship Between Internet Privacy Concerns and online Purchase Behavior. Journal of Electronic Commerce Research, 5(1), pp.62-70 Chaffey, D., and Ellis-Chadwich, F., 2012 Chaffey, D., Ellis-Chadwich, F., Mayer, R. and Johnston, K., 2009. Internet Marketing: Strategy, Implementation and Practice. 4th ed. Harlow: Pearson education limited Chen, S., 2005 Clarke, I., and Flaherty, T., 2005. Advances in Electronic Marketing. London: Idea group inc. Gordon C. Bruner II, Pomazal, R. J., 1988."Problem Recognition: The Crucial First Stage Of The Consumer Decision Process", Journal of Consumer Marketing, 5(1), pp.53 - 63 Hoyer, W Jobber, D., 2010. Principles and Practice of Marketing. 6th ed. Maidenhead: McGraw-Hill. Lastovicka, J. L., 1979 ,"Questioning the Concept of Involvement Defined Product Classes", in Advances in Consumer Research: Association for Consumer Research, 06(1), pp.174-179. Lamb, C. W., Hair., J. F. and McDaniel, C., 2010. Essentials of Marketing. Ohio: South-Western Cenage Learning Mintel GROUP LTD, 2011 Pride, W. M., and Ferrell, O. C., 2010. Marketing. 5th ed. Ohio: South-Western Cenage Learning.