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Online Buying Behaviour

Online buying behavior is influenced by product, medium, and intermediary characteristics. It involves stages from need recognition to post-purchase evaluation. Key factors that influence online consumer behavior include web experience, functionality, content, and psychological factors like trust and perceived risk. Marketers can move customers through the buying process using interactivity at each stage. Tools like content, customization, community, convenience, choice, and cost reduction can motivate online customers. Managing customer expectations involves clear privacy policies, data security, reassuring content, and independent site certification.

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Devasish Panda
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50 views12 pages

Online Buying Behaviour

Online buying behavior is influenced by product, medium, and intermediary characteristics. It involves stages from need recognition to post-purchase evaluation. Key factors that influence online consumer behavior include web experience, functionality, content, and psychological factors like trust and perceived risk. Marketers can move customers through the buying process using interactivity at each stage. Tools like content, customization, community, convenience, choice, and cost reduction can motivate online customers. Managing customer expectations involves clear privacy policies, data security, reassuring content, and independent site certification.

Uploaded by

Devasish Panda
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Online buying behaviour

Dr Ajitabh Dash
Basics
• Buying Behavior???
– the process whereby individuals decide whether, what,
when, where, how, and from whom to purchase goods
and services.
• Online Buying Behavior???

• It’s a function of
– Product/Service characteristics
– Medium characteristics
– Intermediary characteristics
ONLINE BUYING PROCESS Digital
Stage in
Marketers Marketing
Buying
objective Technique
Process

Need Generate Banner ad, Links, PR


Recognition awareness,
Positioning

Information Search Engine


Lead Generation
Search Optimization
Affiliate marketing

Evaluation of Assist purchase Content marketing


Alternative decision Online Community
Management

Purchase Facilitate Website content


purchase

Post-purchase Sales support, Personalised


Evaluation relationship website content &
marketing interaction
Forces influencing online consumers
behavior
Web Experience???
• Can be defined as a visitror’s total impression
about the .com company resulting from
his/her exposure to a combination of virtual
marketing tools.
• Grouped into Three factors
– Functionality factors
– Content factors
– Psychological factors
Functionality factors
• Consists of two elements viz. usability &
interactivity.
Usability Interactivity

•Accessibility •Customization
•Site speed •Customer service
•Site navigation •Network effect
•Ordering/payment process
•Search process
Content factors
Aesthetics Marketers offerings

•Design •Communication (Product presentation)


•Presentation Quality •Product assortment
•Price
•Promotion
Crazy Egg
• Crazy Egg  is an analytical tool that provides strong support for
conversion and search engine optimisation.  The strong visualisation
feature supports data interpretation from a user’s perspective. It also
allows direct page comparisons, making A/B testing relatively
straightforward. The Koozai Guide elaborates on the Crazy Egg
functions.
• https://app.crazyegg.com/demo

Crazy Egg provides 4 main visual tools:


• Heat map tool:  visualisation of where people click on a web page
• Scroll map tool: shows how far visitors scroll down a page, and where abandonment
occurs 
• Overlay tool:  shows number of user clicks on each key component of the page
• Confetti tool: visualises all clicks on the site, by referral sources or search terms
Psychological factors
• Trust
– Transaction security
– Customer data safety
– Uncertainty reducing elements
– Guarantees/ Return policies
• Perceived Risk
– Functional Risk
– Physical Risk
– Financial Risk
– Social Risk
– Time risk
Moving customers through the buying
process with interactivity
Stage of buying
Description Interactive examples Example link
process

Learning Building customer Apple Interactive Shows how the iPhone6


awareness and learning product demonstrations and Apple Watch work
about the business and Animations of product together
products, features and features/benefits (see
benefits. A high level link) Tailoring of
of interactivity can website based on your
better engage customers profile Testimonials or
and strengthen the case studies
learning

Deciding Helping a customer to Luxy Interactive Luxy provides an


select a product product selector Call online chat facility
back or chat facilities (bottom right hand
(see link) Customer corner of the page)
rating systems On-site
search engine

Buying Strategies can be Qantas Staging the Qantas provides clear


employed to reduce buying process Locator stages in the booking
shopping cart selection tool Vouchers and buying process
abandonment online that are
redeemable in-store
Chat facilities and
phone numbers to
encourage purchase or
response to purchase
queries
Tools for Motivating Online customer

• Content
• Customization
• Community
• Convenience
• Choice
• Cost reduction
Managing customer expectation online
• Provide clear and effective privacy statement
– visit- www.rswww.com for best practice
• Make security of customer data a priority.
– Through strongest Encryption standards &use firewalls.
• Use content on the site to reassure the customer
– Visit- www.Amazon.in to see how it allows to
revoke/cancel an action
• Present independent site certification.
– www.truste.org, www.verysign.com, www.imrg.org

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