Presentation on theme: "JM503 – eMarketing Week 10 e-Consumers. From last week BBC – Click archiveClick archive."— Presentation transcript:
JM503 – eMarketing Week 10 e-Consumers
From last week BBC – Click archiveClick archive
E-Consumers What motivates and stimulates us to consume?
No act of consumption takes place without some form of stimulation. Base need (e.g. hunger) Aspiration need (Porche) …….Maslows Hierarchy of needs 1.Physiological needs (food) 2.Basic safety/security 3.Love and belonging 4.Esteem and respect 5.Self actualisation (total self fulfilment)
Some criticisms - Maslow is too simplistic. Should include full range of emotions etc, etc (Weiner 1992 and others)
Needs or Wants
Case Study – 1800-Flowers & Yahoo 1-800 Flowers ZDNET interviews Yahoo CIO
E-Customers What are the main reasons customers venture online?
Browsing% Vs Buying% Travel tickets 64-64 Holidays 64-45 Theatre/cinema 49-71 Books 48-45 Electrical goods 40-50 Cars 38-21 Properties rent/ buy 36-17 Buying music 35-66 Mobile phones 33-27 Music downloads 32-41 Clothes 29-69 Insurance 28-36 Home furnishing 28-29 Financial products 28-32 Computer games 25-48 Furniture 22-32 Car accessories 21-38 Food/grocery shopping 20- 45 Car hire 18 - 44
Online value proposition 6Cs (Chaffey 2004) Content Customisation Community Convenience Choice Cost reduction
How should expectations be met? Understanding expectations Setting and communication the service promise Delivering the service promise
Fears and phobias
Buying process Problem recognition Information search Evaluation Decision Action Post sale B2B includes specification and tender stage
Explain what is meant by - Exposure Attention Comprehension and perception Yielding and acceptance Retention Horse breaking model……
Can online tools and techniques help retain customer loyalty?
Market research? More Women Prefer Dogs Over Husbands by Steve, Thursday, July 20, 2006 An online poll released by DogCatRadio.com, shows more women would rather have a pet than a husband.Of the 103,900 votes cast in a period of seven days, an overwhelming 78% voted for a furry rather than a hairy companion. The poll has a sampling error of plus or minus three percentage points.While it's been said that a dog is "Man's best friend", the radio station says that 87% of its listeners are women between the ages of 23-49. "Life's too short to commit to someone you will need to know over time," says Nancy Keller, 29. "I'd rather have a pet and simply date. Less stress on everyone involved." In a somewhat related subject, we published the results of a survey which showed that 51% of the respondents blame their spouse for disturbing their sleep, while only 38% blamed their pet. (doggienews.com) DogCatRadio.comwe published Post a Comment | 9 Comments | Add to del.icio.us Perma Link: More Women Prefer Dogs Over HusbandsPost a Comment9 CommentsAdd to del.icio.usMore Women Prefer Dogs Over Husbands
E-Business Projects BC740 - 2008 Opportunity next year for a variety of eBusiness projects. Includes several businesses Benefits Add to portfolio Flexible time commitment Small business experience
Next Week Why consume? Motivation and stimulation.. 4Ps or the 4Cs Carnal, Corporeal, Creedal, Cultural