Week4 - BUS 462 BUS 462 – e-commerce commerce Asst Asst....

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Unformatted text preview: BUS 462 BUS 462 – e-commerce commerce Asst Asst. . Prof. Prof. Dr. Barıș Yılmazsoy Dr. Barıș Yılmazsoy tanbul tanbul ilgi ilgi niversity niversity Istanbul Istanbul Bilgi Bilgi University University Department of Business Administration Department of Business Administration E8 E8-305 305 baris.yilmazsoy@bilgi.edu.tr baris.yilmazsoy@bilgi.edu.tr Week 4 E-commerce Marketing Concepts 1 Consumers Online: The Internet Consumers Online: The Internet Audience and Consumer Audience and Consumer Behavior Behavior c Around 41.6% of Turkish households have Internet access in 2010 (70% in the U.S.) c Growth rate higher in developing countries; slowed in developed countries c Intensity and scope of use both increasing c Some demographic groups have much higher percentages of online usage than others ◦ Gender, age, ethnicity, community type, income, education 2 Source: Laudon and Traver, 2010 Internet access in Turkey Internet access in Turkey Temel göstergeler, 2007 - 2010 33,4 30,1 25,4 38,0 35,9 30,0 40,1 38,1 41,6 43,2 41,6 30 40 50 % 3 Source: TÜ İ K, 2010 19,7 10 20 İ nternet eri ş im imkanı olan hane oranı 16 - 74 ya ş grubu bireylerde bilgisayar kullanım oranı 16 - 74 ya ş grubu bireylerde İ nternet kullanım oranı 2007 2008 2009 2010 The Internet Audience and The Internet Audience and Consumer Consumer Behavior Behavior c Purchasing behavior affected by neighborhood c Lifestyle and sociological impacts ◦ Use of Internet by children, teens ◦ Use of Internet as substitute for other social activities c Media choices ◦ Traditional media competes with Internet for attention 4 Source: Laudon and Traver, 2010 Consumer Consumer Behavior Behavior Models Models c Study of consumer behavior ◦ Social science ◦ Attempts to explain what consumers purchase and where, when, how much and why they buy c Consumer behavior models ◦ Predict wide range of consumer decisions ◦ Based on background demographic factors and other intervening, more immediate variables 5 Source: Laudon and Traver, 2010 A General Model of Consumer A General Model of Consumer Behavior Behavior 6 Source: Laudon and Traver, 2010 Background Demographic Background Demographic Factors Factors c Culture: Broadest impact ◦ Subculture (ethnicity, age, lifestyle, geography) c Social eference groups ◦ Reference groups C Direct reference groups C Indirect reference groups C Opinion leaders (viral influencers) C Lifestyle groups c Psychological ◦ Psychological profiles 7 Source: Laudon and Traver, 2010 The Online Purchasing The Online Purchasing Decision Decision c Psychographic research ◦ Combines demographic and psychological data ◦ Divides market into groups based on social class, lifestyle, and/or personality characteristics ive stages in the consumer decision c Five stages in the consumer decision process: 1. Awareness of need 2. Search for more information 3. Evaluation of alternatives 4. Actual purchase decision 5. Post-purchase contact with firm 8 Source: Laudon and Traver, 2010 The Consumer Decision Process...
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Week4 - BUS 462 BUS 462 – e-commerce commerce Asst Asst....

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