1. Module 2: Consumer Behavior Analysis

2. Factors affecting the Online Consumer’s Behavior Other Stimuli: Personal and environmental Uncontrollable Factors Demographic, Personal, Cultural, Sociological, Economic, Legal, Environmental, Technological, etc. Web Experience: Online Controllable Marketing Factors Marketing Stimuli (traditional Marketing Mix) Buyer’s Decision Process: problem identification, search, trust building, evaluation of alternatives, choice, Post-purchase behavior Buyer’s Decision: Product Choice Brand Choice Dealer Choice Purchase Time Forces Influencing the Online Consumer’s Behavior Source: Based on the P. Kotler’s Framework (2003) MODULE 2 MODULE 3

3. FACTORS ISSUESLA REDOUTE’ S RESPONSEGRADE Personal Personality traits of consumers: are they Fashion aware? Money spender? etc. LR’s customers are women that want fashion at an Affordable price. Items are trendy and reasonably priced. In addition, LR Sends personalized emails/catalogs to its Customers Demographic Aging population both in Europe and North America, overweight problems, etc. LR offers a range of products for young women + links to redirect the customers to other affiliate websites (specialized in other segments: big size clothes, etc.) Cultural Cultural habits regarding shopping: Europeans shop in City centers whereas Americans shop in malls (everything in one place) French website: everything available in one place (like a shopping mall). USA website: specialized online outlet. Sociological Habits of Consumers vis-à-vis Online Shopping Different means of payments, Customer Assistance: Telephone: 24/7 in the USA Vs. only during week days /office hours in France. Email answer is way faster in the USA (within 24hours vs. 3/4 days in France… Customers more demanding in the USA than in France =>LR adapts to the countries it operates in. Good Fair

4. Economic Economic characteristics of the country. E.g.: unemployment rate, etc. Promotions, payment facilities (for example via La Redoute’s credit card) Legal Privacy rights and Transactions LR ask permission to customers about giving out information, its site is secured (lock sign) Situational Sales, seasons, special events Sales, special events: Christmas boutique, Fall styles, 4 th of July sale, etc. Technological Fast moving technology Characteristics of the Internet Use new technology like “Virtual Model”, Order Tracking, Online Payment, Seeing if Item is still in stock (not always reliable: personal experience), items (“atoms”) can be seen in different colors, etc. TOTAL: RESULT = Good 5 Good Fair 3 Fair Good

5. PersonalDemographic SociologicalEconomic Legal Situational Technological Cultural Good

6. The target market are fashion and budget-conscious female shopper: young middle-class women, ages 25-45 with an average income of $50,000-$75,000. WHAT TO BUYHOW TO BUY WHERE TO BUY WHEN TO BUY Only women fashion on USA’s website Anytime! But promotion for special events (Christmas, Summer sale, etc.) Multichannel: catalog, telephone, fax, website Credit card, checks, pay on delivery/ pay on website, on the phone, by post, by fax Clothing, shoes and accessories, adapted to seasons + “an experience”

7. problem identification search trust building evaluation of alternatives choice post-purchase behavior

8. Problem Identification Problems concerning which products the website offers (clearly identifiable) Problems concerning more personalized requests (help, my info, order status) clearly identifiable Good

9. Search (or identify the alternatives…) Several Alternatives Quick Access to Products from different Categories (designer, Clearance, etc.) Order Alternatives... Special Offers More detailed options Finally!!!! Other affiliate brands’ websites Alternative!!! Good

10. Trust Building Secured Site Personalized Information Information about the company (who they are and legal information) Good

11. Evaluation of the alternatives Many alternatives to choose from. Besides, most of the alternatives are duplicated which can make confusing for costumers to know where to click Fair

12. Choice BuyNot Buy Based on the previous analysis LEARNING

13. Post-purchase Behavior Opportunities to contact La Redoute for Any questions or feedback Fair

14. Problem Identification Search Trust Building Evaluation of the alternatives Choice ? Post-Purchase Behavior TOTAL Fair Good

15. Product ChoiceBrand Choice Dealer ChoicePurchase Time Clothes, shoes, accessories La Redoute, Laura Clement, Rene Derhy, etc. La Redoute, Brylane, Chadwick, etc. Day, night, anytime!

16. Module 2: Grading Summary Other Stimuli Marketing Stimuli ? Buyer’s Decision Process ? Buyer’s Decision TOTAL Good