CB - DDB - CH17&18

CB - DDB - CH17&18 - Consumer Behavior Homework...

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Consumer Behavior Dongni Wang Prof. Watson April 22 th , 2010 Chapter 17 1. People who feel making purchases over the Internet with a credit card is too risky have the following characteristics. Their marital status tends to be either widowed or separated. For married couples, their work level is generally unemployed or retired. The lower their income and education level, the more likely they feel it is risky to shop online. They were not tech savvy. They are usually blue-collar workers, having jobs like operator, fabricator, and laborer. They are generally Blacks and older than 64 years old. Their ideal self-concept is traditional. The barrier to Internet shopping for these people is their credit card security concerns. Marketers can convert them from Web site visitors to buyers by specifying the security items in an easily understandable way, and make their Web site more user-friendly. Also, marketers can make effort to guide these consumers’ information search to their Web site to boost their offline sales. 2. People who have purchased event tickets online have the following characteristics. They tend to be single. The higher their income and education level, the more likely they
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CB - DDB - CH17&18 - Consumer Behavior Homework...

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