JM503 – eMarketing

Week 10 e-Consumers

From last week

• BBC – Click 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)

…….Maslow’s 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 64-64Holidays 64-45Theatre/cinema 49-71Books 48-45Electrical goods 40-50Cars 38-21Properties rent/

buy 36-17Buying music 35-66Mobile phones 33-27

Music downloads 32-41Clothes 29-69Insurance 28-36Home furnishing 28-29Financial products 28-32Computer games 25-48Furniture 22-32Car accessories 21-38Food/grocery shopping 20-45Car 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)

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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