Chương 3: Người dùng Internet và nghiên cứu thị trường docx

Learning Objectives❚ Describe the essentials of consumer behavior ❚ Describe the characteristics of Internet surfers and EC purchasers ❚ Understand the process of consumer purchasing de

Chapter 3 Internet Consumers and

Market Research

Learning Objectives

❚ Describe the essentials of consumer behavior

❚ Describe the characteristics of Internet surfers and EC

purchasers

❚ Understand the process of consumer purchasing decision making

❚ Describe the way companies are building relationships with

customers

❚ Explain the implementation of customer service

❚ Describe the consumer market research in EC

❚ Experience the role of intelligent agents in consumer applications

❚ Describe the organizational buyer behavior model

The Importance of Customers

❙ Competition

❘ “fighting” on customers

❘ to succeed : control the 3Cs

❙ Customers

❘ to succeed : finding and retaining customers

❙ Change

❘ EC is a new distribution channel

then to choose your company over the online competitors

❚ The major pressures are labeled the 3Cs

A Model of EC Consumer Behavior

Technical

Support Web design, Intelligent- agents

Customer service FAQ, e-mail, Call centers, One-to-one

Decision Making Process

Stimuli

Marketing

Price Promotion Product Quality

Others

Economical Technology Political Cultural

Buyers’ Decisions

Buy or not What to buy Where (vendor) When How much to spend Repeat purchases

Individual Characteristics

Age, gender, ethnicity, education, lift style, psychological, knowledge, values, personality

Environment Characteristics

Social, family, communities

❚ Consumer Types

❙ Individual consumers: get much of the media attention

❙ Organizational buyers: do most of the shopping in cyberspace

❚ Purchasing Types

❙ Impulsive buyers: purchase products quickly

❙ Patient buyers: purchase products after making some comparisons

❙ Analytical buyers: do substantial research before making the decision to

purchase products or services

❚ Purchasing Experiences

❙ Utilitarian: shopping “to achieve a goal” or “complete a task”

❙ Hedonic: shopping because “it is fun and I love it”

Variables Influencing Decision Making Process

❙ Other environmental variables

❘ available information, government regulations, legal constraints, and situational factors

Consumer Demographics

❙ Gender ( 61% male user & 39% female user )

WOMEN’S PURCHASES BY CATEGORY (1998)

Purchases Category % of Total Category Purchases (299) % of Total Respondents Buying (166)

❚ Consumer Demographics (1998)

Variables Influencing Decision

Making Process (cont.)

❙ Age (mostly 21-30 year-old)

❙ Marital status (41% married & 39% single)

❙ Educational level (81% with at least some college

education & 50% obtained at least baccalaureate

degree)

❙ Ethnicity (87% white in America)

❙ Occupation (26% educational-related field, 22%

computers & 22% other professionals)

Variables Influencing Decision

Making Process (cont.)

❙ Household income (46% at least $50,000/year)

❙ Internet usage profile (Internet access option, length

and frequency of web use & access cost)

❙ Internet access option (63% primarily form home & 58% primarily from work or school)

❙ Length and frequency of use (88% access daily & 33% access 10-20 hours a week)

❙ Access cost (67% pay for their own Internet access &

31% paid for by their employers)

Consumer Buying Patterns

In last six months of 1998:

❙ 76% filling out a form on the Web

❙ Online purchases are more than

paper catalog purchases for Net

buyers

❙ 32% spent between

$100.00-$500.00

❙ Spending of less than $50.00

decreases steadily as shoppers

gain experience

❙ Women are more likely to

purchase more in the under $50.00

level, and less likely to purchase at

the above $500.00 level

0 10 20 30 40 50

Don't know

Amount Spent on Web

Consumer Purchasing Decision-Making

❚ Roles that people play in the decision making

process

❙ Initiator : the person who first suggests or thinks of

the idea of buying a particular product or service

❙ Influencer : a person whose advice or views carry

some weight in making a final buying decision

❙ Decider : the person who ultimately makes a buying

decision or any part of it - whether to buy, what to buy,

how to buy, or where to buy

❙ Buyer : the person who makes an actual purchase

❙ User : the person who consumes or uses a product or

service

After purchase service and evaluation Purchase and delivery

Alternative evaluation, negotiation and selection

Information search (What? From whom?)

❚ The Purchasing Decision-Making Model

Consumer Purchasing Decision-Making

(cont.)

Need identification

(Recognition)

Model of Internet Consumer Satisfaction

Customer Satisfaction

Logistics Support Customer Service Pricing Attractiveness Web-site Store Front

3rd Party Seal of Approval

Trust in Web-shopping

Vendor Reputation

Repeat Web Purchase (Brand Loyalty) Security

Authentication

Privacy Transaction

Safety

Non-repudiation Integrity

System Reliability

Speed of Operation

Ease of Use

Content, Quality Format

Reliability

Completeness

Timeliness

One-to-One Marketing

❚ Relationship marketing

❙ “Overt attempt of exchange partners to build a long term association, characterized by purposeful

cooperation and mutual dependence on the

development of social, as well as structural, bonds”

❚ “Treat different customers differently”

❙ Able to change the manner its products are

configured or its service is delivered, based on the

individual needs of individual customers

One-to-One Marketing (cont.)

❚ Customer loyalty

❙ Purchase behavior

❙ One of the most significant contributors to profitability

❙ Increase profits; strengthen market position; become less sensitive to price competition; increase cross-

selling success; save cost, etc.

❙ Real world examples

❘ 1-800-FLOWERS

❘ Amazon.com

❘ Federal Express (FedEx)

❚ Building and maintaining customer loyalty

❙ Maintain continuous interactions between

consumers and business

❙ Make a commitment to provide all aspects of the

business online

❙ Build different sites for different levels of

customers

❙ Willing to invest capital, both human and

financial, in the information systems, to insure

continuous improvement in the supporting

technology as it becomes available

❚ Building and maintaining customer loyalty

❙ Make a commitment to use the information

collected about customers in an ethical manner

❙ Realistic managerial expectations in the payback

period and cost recovery

❙ Set acceptable standards for response time in

customer service (24-48 hours); Use intelligent

agents to expedite and standardize responses

whenever possible

❙ Ability to change and customize information and

services quickly and inexpensively is a must

❚ Customer Service

❙ A new look and feel

Install Web servers which allow each customer to create individual web pages that can be customized

to record purchases and preferences

Put the burden on the

❚ Customer Service

ISFLAVIA:

❙ Information can be directed to the customer efficiently

❙ Creation of a database which records purchases,

problems and requests is facilitated

❙ Information can now be traced and analyzed for

Implementing Customer Service in

Cyberspace

❚ Product Life Cycle

❙ Phase 1 Requirements : assisting the customer

to determine needs

❙ Phase 2 Acquisition : helping the customer to

acquire a product or service

❙ Phase 3 Ownership : supporting the customer on

an ongoing basis

❙ Phase 4 Retirement : helping the client to

dispose of a service or product

❚ Types of Customer Service Functions

Implementing Customer Service in

Cyberspace (cont.)

❙ Answering customer inquires

❙ Providing technical and other information

❙ Letting customers track accounts or order

status

❙ Allowing customers to customize and

order online

❚ Addressing Individual Customer Needs

Doing business

via Web

Companies understand their customers’ needs and buying habits

better

Companies customize their future marketing

efforts

Implementing Customer Service in

Cyberspace (cont.)

Tools of Customer Service

❙ used to record purchases and preference

❙ direct customized information to customers efficiently

❙ discuss issues with company experts; with other

customers

❚ E-mail

❙ used to disseminate information, send product

information and conduct correspondence regarding any topic, but mostly inquiries from customers

❚ FAQs

❙ not customized, no personalized feeling and contribution

to relationship marketing

❚ Help Desks and Call Centers

Tools of Customer Service (cont.)

❙ A comprehensive customer service entity

❙ EC vendors take care of customer service issues

communicated through various contact channels

❙ Telewebs

❘ combines Web channels, such as automated e-mail reply, Web knowledge bases and portal-like self service with call center agents or field service personnel

❙ Internet

❘ a medium of instant gratification

❘ demand for both prompt replies and proactive alerts

Market Research for EC

plan

Data collection, Data analysis

Results, Recommendations, Implementation

❙ Finding relationship between consumers, products, marketing methods, and marketers through

information in order to discover marketing opportunities and issues, to establish marketing plans, to better understand the purchasing process, and to evaluate marketing performance

Market Research for EC (cont.)

❚ Market Segmentation

❙ Market segmentation is the process of dividing a

consumer market into meaningful groups for

decision-making

❙ In the past, most marketing approaches have

focused on group-based targeted markets, not on

a personal way to identify individual consumers

who actually purchased and used the products

❚ Market Segmentation

❙ Improved methods of marketing research based

on information technologies allow marketers to

collect, store, and analyze detailed and personal

information in a cost-efficient way.

❙ Example : Wal-Mart

❙ Consumer life styles shape psychographic

segmentation of the market.

❙ Lifestyles are typically established by consumers

filling out questionnaires about their activities

such as work and family, interests and opinions,

etc.

❙ Consumer Market Segmentation Tasks in the US

Geographic

Region

Pacific; Mountains; West North Central; West South Central; East North Central; East south Central; South Atlantic;

Middle Atlantic; New England

Size of city, county,

or standard

metropolitan statistical

area (SMSA)

Under 5,000; 5,000 – 19,999; 20,000 – 49,999; 50,000 – 99,999; 100,000 –

249,999; 250,000 – 499,999; 500,000 – 999,999; 1,000,000 – 3,999,999; 4,000,000

❚ Online Market Research

❙ Using online technology to conduct surveys

❙ More efficient, faster, and cheaper data collection, and

a more geographically diverse audience than those

found in off-line surveys

❙ Ability to incorporate radio buttons, data-entry fields

and check boxes in the surveys

❙ Eliminating the data reentry errors (from questionnaires

to the computer, for analysis)

❙ Not suitable for every customer or product — it is

skewed toward highly educated males with high

disposal income

❚ Online Market Research

❙ Risk of losing people who sign off if they had

difficulty in logging on or communicating with

researchers

❙ Companies such as E-valuations or Northstar

can conduct the research for your company

❙ VALS 2 ( values and lifestyles ) is a well-known

segmentation dividing consumers in the U.S

(developed at SRI International in California)

❚ Online Market Research Methods

❙ Process of conducting the research

target market

❚ Online Market Research Method

❙ Content of the research instrument

❘ Post strategic queries to news groups

❘ Offer rewards for participation

❘ Post strategic queries on your Web site

❘ Post relevant content to groups with a pointer to your Web site survey

❘ Post a detailed survey in special e-mail questionnaires

❘ Create a chat room and try to build a community of

consumers

❚ Online Market Research Methods

❙ Target Audience of the Study

type of audience

❚ Consumer Market Research

interviews; telephone survey and mail survey

ranges from client-specific moderated focus

groups conducted via chat rooms; to

interactive surveys placed on Web sites

for faster, cheaper and more reliable

collection and transmission of marketing

❚ Consumer Market Research

❙ Mass marketing research

❘ Keep track of consumers’ Web movements using

cookies—files attached to a user’s browser

Intelligent Agents for Consumers

❚ Search Engines

❙ Computer programs that can automatically contact

other network resources on the Internet, searching for

specific information or key words, and reporting the

results

❚ Intelligent Agents

❙ Computer programs that help the users to conduct

routine tasks, to search and retrieve information, to

support decision making and to act as domain experts

❙ Do more than just “search and match”

❚ Intelligent Agents for Information Search and

Filtering

Intelligent Agents for Consumers (cont.)

❙ Help to determine what to buy to satisfy a specific need by looking for specific products’ information and critically

evaluate them

❙ Example : Firefly

❘ uses a collaborative filtering process that can be described as “word

of mouth” to build the profile

❘ asks a consumer to rate a number of products, then matches his ratings with the ratings of other consumers and, relying on the ratings of other consumers with similar tastes, recommend him products that he has not yet rated

❚ Intelligent Agents for Product and Vendor Finding

❙ Bargainfinder form Andersen Consulting (a pointer)

vendors and returns a list of prices (unsuccessful)

❙ Jango from NetBot/Excite

request is from a real customer or from the agent

❙ Kasbah from MIT Lab

an agent who is then sent out to proactively seek buyers or sellers

Intelligent Agents for Consumers (cont.)

❘ being argumentative (use information acquired during the first two stages of the purchasing decision model to evaluate each single offer)

Intelligent Agents for Consumers (cont.)

❘ use learning theory by monitoring customers’ interactions

❘ learns customers’ interests, preferences and behavior and delivers to them customized service accordingly

❙ Groaphens form Netperceptions

❘ personalizes content and creates customer loyalty programs with learning agent technology

Intelligent Agents for Consumers (cont.)

Organizational Buyer’s Behavior

❚ Consumer Types

Purchase volume Smaller Larger

Number of customers Many Fewer

Location of buyers Dispersed Geographically concentrated

Distribution structure More indirect More direct

Nature of buying More personal More professional

Nature of buying influence Single Multiple

Type of negotiations Simpler More complex

Use of leasing Lesser Greater

Primary promotional

method

Advertising Personal selling

Characteristic Retail Buyers Organizational Buyers

❙ Individual customers Vs Organizational buyers

Organizational Buyer’s Behavior (cont.)

Technical support

Web design, Intelligent-

Customer service

FAQ,E-mail, Call Centers,

Decision Making Process (Group

or Individual)

Stimuli Marketing

Price Promotion Product Quality

Others

Economical Technology Political Cultural

Interpersonal Influences

Authority; status;

persuasiveness

Individual Influences

Age; gender; ethnicity;

education, lift style;

psychological; knowledge;

values; personality

Organizational Influences

Policies and procedures;