ecommerce consumer behaviour and eresearch

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e-commerceconsumer behaviour and e-research
Michele Sohnmichele_at_spoke.co.za
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Todays lecture

• 4. Consumer behaviour online
• Why do consumers go online online activities
• Who goes online the online universe
• Transacting online the buy-decision process
• Transacting online detractors
• Online communities
• Situational influences
• 5. e-research
• The purpose of marketing and market research
• Different types of research
• The research process
• Sampling
• E-research impact and trends

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4.1 Online activities
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4.2 Online universe
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4.2 Rogers diffusion of innovations theory
Adoption is typically category specific an early
adopter of fashion may not be an early adopter of
technology
!
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4.2 Rogers' innovators early adopters
http//www.zonalatina.com/Zldata99.htm
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4.3 The buy-decision process
Easier to control
Difficult to control
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4.4 Different kinds of decisions
How does the Internet influence individual
purchase decision making? How does the Internet
influence business purchase behavior?
?
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4.5 Purchase detractors cyber crimes
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4.6 Online communities
A note on different kinds of members lurkers,
posters, wizards and administrators
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4.7 Situational influences
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Questions to ask yourself

• What can companies do to ensure that they
  encourage online transactions in their stores?
• What are the ten cardinal sins of poorly
  considered online stores?
• What can consumers do if they are defrauded
  online?

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5.1 Research purpose
Price elasticity
Growth trends
Competior analysis
Customer needs
Buying behaviour
Customer opinion
Market segmentation
Customer segmentation
Continuous
Ad hoc
Scanning (external)
Monitoring (internal)
Risk assesment

• Monitors changes in the market
• Typically relies on third-party data

• Reviews effectiveness of current activities
• Typically relies on internal data

• Evaluates new marketing strategies
• Typically relies on external testing

Decision support system dashboard
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5.2 Research types
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5.3 Research process
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5.4 Research sampling
Population the group of people, items or units
under investigation Sampling frame the list of
people from which the sample is taken. It should
be comprehensive, complete and up-to-date.
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5.5 Internet research a growing industry

• International organistions and associations
• Journals
• Professional research firms international
• Professional research firms local
• Internet only research
• Web analytics
• Meta data

Industry comment
"The Internet is going to be the future backbone
of our consumer-research activity" Mark Schar,
Procter Gamble Fast Company, Issue 50,
September 2001.
International trends
Although overall market research spend in the US
is flat, spend on online research continues to
grow. In 2003, online market research spending
increased 24 to become a 797 million industry.
It is expected to increase 28 in 2004, and
already accounts for a quarter of total market
research spend in the US. Inside Research, May
2003 and January 2004
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5.5 Impact of Internet-based research
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Questions to ask yourself

• What are the key differences between online and
  offline research?
• What are the key benefits and problems of online
  research?
• What are key local and international trends in
  online research?