Consumer Buying Behavior
CONSUMER BUYING BEHAVIOR 2
Thestages of the consumer decision-making process that are affected mostby comparison shopping on a mobile platform are assessment ofalternatives, post purchase behavior, and information exploration.Assessment of alternatives is set in such a way that consumers nowhave a broad range of choices at their disposal from a single searchand a huge instrument set of customizable options. The mobileplatform is placed in a way that it goes well with clients at thecenter of great decision making. The customers can access a broad setof information purposely designed to their varied personal tastes andpreferences. This is particularly applicable to consumers’assessment of options (Bearden, Netemeyer, Haws, & Bearden,2013).
Thepost purchase is affected by customers having the expediency ofreviewing various items and even sharing information. The reviewsleft by customers can easily convince the prospect clients when theyfind positive reviews and similarly push them away when they readnegative reviews. Information search is affected by the customershaving a broad variety of search results stirring them up to usecustomizable main words this reveals clients’ personal preferencesand tastes and leads to an item exclusive marketing mix based onaspects of price and promotion among others (Bearden, Netemeyer,Haws, & Bearden, 2013).
Thecustomers being able to shop 24/7 virtually, provides them with theliberty to buy at their pace and handiness. Clients who appear tohave busy schedules can compare prices and quality of various itemsonline at any time of the day without the need to physically go to aretail store (Reny, 2015). On contrary 24/7 online shopping alsocomes with some shortcomings. Identity theft is a major issue ofconcern in online shopping, as the person on the other end does notsee your face. The identity of the customers is stolen when they login unsecured sites, or when someone hacks their accounts and getshold of personal information like date of birth and passwords or anyother information that can facilitate an online shopping (Bearden,Netemeyer, Haws, & Bearden, 2013).
Personally,I am inclined to traditional shopping method as compared to onlineshopping. Sometimes you can get better deals online unlike when youphysically visit a retail store, the only setback that holds me toshop online is the issue of identity theft, where hackers can easilyaccess my user information for credit cards linked to my bankaccounts. I am able to see the actual product and engage in face toface conversation before making any payment. This is an essentialaspect especially when am shopping for fashion costumes like shoesand clothes. The traditional method of shopping enables me to getpossession of a product the moment I pay for it, unlike when I shopfor it online and have to wait for several hours.
Boththe Black Friday and Cyber Monday attempts to offer significantopportunities for price cuts for the consumers however, the BlackFriday appears to offer better deals to the customers compared to theCyber Monday. The Black Friday provides massive savings for variousitems like computers and electronics and provides a prospect ofsignificant savings for the households (Bearden, Netemeyer, Haws, &Bearden, 2013). The customers can have an in-person shoppingexperience like viewing items and trying on garments. There are noshipping fees. Most of the deals that are at stores and online aremade on Black Friday, and by the time Cyber Monday steps in, some ofbest savings are sold out. Therefore, Cyber Monday is more of anextension of the Black Friday (Reny, 2015).
Bearden,W., Netemeyer, R., Haws, K., & Bearden, W. (2013). Handbookof marketing scales(1st ed.). Thousand Oaks, Calif.: SAGE.
Reny,P. (2015). A Characterization of Rationalizable Consumer Behavior.Econometrica,83(1),175-192. http://dx.doi.org/10.3982/ecta12345
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