Consumer behaviour online and offline dating

consumer behaviour online and offline dating

To explore and add insight to the online‐dating services phenomena which is offers customers a convenient and affordable alternate to traditional methods of. Date: Identifying online customer behavior characteristics of online/ offline customers. A retailer trying to adopt an omni-channel focus. Keywords Customer relations, Electronic commerce, Consumer behaviour. Paper type . Successful companies use a combination of the internet and traditional.

In practice, the consideration set has assumed greater importance in the purchase decision process because consumers are no longer totally reliant on memory. The implication for marketers is that relevant brand information should be disseminated as widely as possible and included on any forum where consumers are likely to search for product or brand information, whether traditional media or digital media channels. Thus, marketers require a rich understanding of the typical consumer's touchpoints.

Evaluation of alternatives[ edit ] Consumers shopping at London's Burlington Arcade engage in a variety of recreational and functional purchasing activities - from window shopping through to transporting their purchases homewards Consumer evaluation can be viewed as a distinct stage. Alternatively, evaluation may occur continuously throughout the entire decision process. Consumers evaluate alternatives in terms of the functional also called utilitarian and psycho-social also called the value-expressive or the symbolic benefits offered.

Psycho-social benefits are the more abstract outcomes or the personality-related attributes of a brand, such as the social currency that might accrue from wearing an expensive suit, designer label or driving a 'hot' car.

Brand image or brand personality is an important psycho-social attribute. Consumers can have both positive and negative beliefs about a given brand. Consumers who are less knowledgeble about a category tend to evaluate a brand based on its functional characteristics.

Consumer behaviour

However, when consumers become more knowledgeable, functional attributes diminish and consumers process more abstract information about the brand, notably the self-related aspects. It also needs to monitor other brands in the customer's consideration set to optimise planning for its own brand. During the evaluation of alternatives, the consumer ranks or assesses the relative merits of different options available.

No universal evaluation process is used by consumers across all-buying situations. Thus the relevant evaluation attributes vary according to across different types of consumers and purchase contexts.

For example, attributes important for evaluating a restaurant would include food quality, price, location, atmosphere, quality of service and menu selection. Consumers, depending on their geographic, demographic, psychographic and behavioural characteristics, will decide which attributes are important to them. Potential patrons seeking a hedonic dining experience may be willing to travel further distances to patronise a fine-dining venue compared to those wanting a quick meal at a more utilitarian eatery.

After evaluating the different product attributes, the consumer ranks each attribute or benefit from highly important to least important. These priorities are directly related to the consumer's needs and wants. Purchase intentions are a strong, yet imperfect predictor of sales.

Customer engagement - Online vs Offline

Sometimes purchase intentions simply do not translate into an actual purchase and this can signal a marketing problem. The extent to which purchase intentions result in actual sales is known as the sales conversion rate.

The provision of easy credit or payment terms may encourage purchase. Sales promotions such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now rather than defer purchases for a later date.

Advertising messages with a strong call-to-action are yet another device used to convert customers.

consumer behaviour online and offline dating

Other types of calls-to-action might provide consumers with strong reasons for purchasing immediately such an offer that is only available for a limited time e. The key to a powerful call-to-action is to provide consumers with compelling reasons to purchase promptly rather than defer purchase decisions.

consumer behaviour online and offline dating

As consumers approach the actual purchase decision, they are more likely to rely on personal sources of information. Methods used might include: The consumer's purchase and post-purchase activities have the potential to provide important feedback to marketers.

This is also known as "post-purchase intention".

Consumer behaviour - Wikipedia

Consumer actions, in this instance, could involve requesting a refund, making a complaint, deciding not to purchase the same brand or from the same company in the future or even spreading negative product reviews to friends or acquaintances, possibly via social media. After acquisition, consumption or disposition, consumers may feel some uncertainty in regards to the decision made, generating in some cases regret.

Post-decision dissonance also known as cognitive dissonance is the term used to describe feelings of anxiety that occur in the post purchase stage; and refers to the consumer's uneasy feelings or concerns as to whether or not the correct decision was made at purchase.

This type of anxiety can affect consumers' subsequent behaviour and may have implications for repeat patronage and customer loyalty.

Consumers use a number of strategies to reduce post purchase dissonance. A typical strategy is to look to peers or significant others for validation of the purchase choice.

consumer behaviour online and offline dating

Marketing communications can also be used to remind consumers that they made a wise choice by purchasing Brand X. Consumers can also feel short-term regret when they avoid making a purchase decision, however this regret can dissipate over time.

Through their experiences consumers can learn and also engage in a process that's called hypothesis testing. This refers to the formation of hypotheses about the products or a service through prior experience or word of mouth communications. There are four stages that consumers go through in the hypothesis testing: Hypothesis generation, exposure of evidence, encoding of evidence and integration of evidence. Influences on purchase decision[ edit ] Purchasing is influenced by a wide range of internal and external factors.

Internal influences on purchase decision[ edit ] See also: Market segmentation Internal influences refer to both personal and interpersonal factors. Social theory suggests that individuals have both a personal identity and a social identity.

consumer behaviour online and offline dating

Personal identity consists of unique personal characteristics such as skills and capabilities, interests and hobbies. Social identity consists of the individual's perception of the central groups to which an individual belongs and may refer to an age group, a lifestyle group, religious group, educational group or some other reference group.

Social psychologists have established that the need to belong is one of the fundamental human needs. Demographic factors include income level, psychographics lifestylesage, occupation and socio-economic status. Personality factors include knowledge, attitudes, personal values, beliefsemotions and feelings.

Psychological factors include an individual's motivationattitudespersonal values and beliefs. Other factors that may affect the purchase decision include the environment and the consumer's prior experience with the category or brand. Social identity factors include culture, sub-culture and reference groups.

Motivations and emotions[ edit ] Maslow's hierarchy suggests that people seek to satisfy basic needs such as food and shelter before higher order needs become meaningful The consumer's underlying motivation drives consumer action, including information search and the purchase decision. The consumer's attitude to a brand or brand preference is described as a link between the brand and a purchase motivation. Maslow's hierarchy of needs is based on five levels of needs, organized accordingly to the level of importance.

Maslow's five needs are: Consumers typically use most of their resources time, energy and finances attempting to satisfy these lower order needs before the higher order needs of belonging, esteem and self-actualization become meaningful.

Here we discuss how relevant the ROPO Research Online Purchase Offline business model will be inand how technology can aid seamless customer engagement across all channels.

ROPO is a trend where customers use information easily available online to inform their purchase decision before they even set foot in a bricks-and-mortar store. This type of information is often generated by other customers in the form of reviews and recommendations, through channels like blog posts or review sites. Consumer Generated Content Take a look at the infographic from Bazzarvoiceproduced earlier this year.

The data they reviewed found that certain high-value product groups lend themselves more towards a ROPO behavioural model. Customers are already engaged by the peer generated content highlighting the importance of this touchpoint.

We could assume that for these mid-range value items, customers who browse and research online could easily be nudged into purchasing online with relevant and timely communications — but for some the lure of tactile shopping will always be ever present.

Why do shoppers research on-line before purchasing? People like to qualify their purchase through the avenue of like-minded customers, making them more comfortable with making an online purchase. Or it could be that they prefer to price check before purchase, or even save themselves a bit of time going from physical shop to shop. Casper provides a perfect example of why customer curated content is so important for online sales.