Assignment Answers : Business Marketing Management MKT301

Running head: MARKETING
Consumer behaviour
Name of student
Name of University
Author note
Table of Contents …

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Running head: MARKETING
Consumer behaviour
Name of student
Name of University
Author note
Table of Contents
1. Changing consumer attitudes towards online shopping ………………………….. ……………………. 2
2. Identification of possible challenges in case Angelo and Natasha’s shopping trips were to
occur online ………………………….. ………………………….. ………………………….. ………………………….. 3
3. Discussion of cultural and social factors that contribute towards the online purchase of the
products in both Angelo and Nata sha’s shopping trips ………………………….. ……………………….. 3
4. Three major strategies to offset the challenges in an attempt to positively influence
consumer response s towards digital technologies ………………………….. ………………………….. ….. 5
References ………………………….. ………………………….. ………………………….. ………………………….. .. 7
1. Changing consumer attitudes towards online shopping
With the new and advanced technologies, people have found it much easier to sit back
and relax at home, and make purchase online nowadays. The consumers ’ attitudes and
behaviours towards online shopping have been perceived as a dependent variable, while the
convenience in online purchasing, saving a lot of time, ease of using due to proper website
design and features and better security are the independent variables that have encouraged
consumers to make purchases online (Park and Lin 2020) . The growth of ecommerce has
enabled consumers to buy products online at a faster pace, and thus the marketers have
managed to invest on improving the demographics of online consu mers. The consumers have
managed to access a diverse range of products, all available in the website, which they find
easier to place orders, categorise, and even customise the orders, based on their preferences .
Moreover, people had to wait in long queues at the department stores and supermarkets,
which was frustrating and time consuming as well . Instead, by placing orders online , they
have been getting the products delivered at their doorstep and even additional offers and
discounts are offered (Kumar and Kashyap 2018) . Also, the business organisations have used
online websites and social media platforms to market the products and services, which raised
awareness among people and influenced the ir buying behaviours largely too. It has also
enabled the organ isations to use the opportunities properly, created willingness and interest
among the consumers to purchase, th us, constantly attract ing new customers and retain ing the
existing ones (Trivedi and Sama 2020) . This is how consumers are more diverted towards
making online purchases, rather than visiting the stores to make purchase of products, thus,
causing a gradual shift in their attitudes and behaviours.
2. Identification of possible challenges in case Angelo and Natasha’s shopping trips were
to occur online
Based on the analysis of the case studies involving Angelo and Natasha, it is quite
clear that both are quite conscious about the products and its features. While one do not
believe much about the product information presented in the brochure, the other individual
preferred self -service checkout and packaged the products by her own. They are careful and
quite attentive in terms of details while making a purchase , and due to this, as a marketing
consultant , I believe that during online purchase, they might question about the authenticity
of products , as they could not physically touch it. Both Angelo and Natasha preferred
confronting the sales person and physically interact with the products, judge whether t heir
needs and preferences would be met or not and then make the purchasing decision (Wu et al .
2020) . They are conscious about the quality and pricing of products too, which make them
quite focused on attributes of the product that align with their requir ements perfectly .
Moreover, the challenges that might be faced including inability to judge the quality and
materials used in the product, lack of personalisation, miss ing out any information that might
be acquired, when the product is physically touched. The other issues include fake product
reviews and the consumers might even have negative thoughts, as they could not check out
the product properly in front , prior to making purchase , thus, questioning the authenticity and
reliability too (Araffin, Mohan a nd Goh 2018 ). Fake reviews online would further create
negative mind -sets among them, thus, discouraging them to try out buying products online.
3. Discussion of cultural and social factors that contribute towards the online purchase
of the products in both Angelo and Natasha’s shopping trips
Cultural factors include a set of ideologies and values, which consumers like Angelo
and Natasha possess towards the products , which are marketed by the br ands. It is through
these values, beliefs, and ideologies that could contribute towards the decision of online
purchases for both Angelo and Natasha. In the case of Angelo, being a male, stumbling over
women’s jacket section and high heel section while try ing to find the electronic segment, was
a total embarrassment. This is something, which raises taunts, mocking on older males, as
they lack the strength and toughness, which is expected from them (Cao, Ajjan and Hong
2018 ). However, if there is no information sign boards in the departmental stores, then
anyone could feel lost. According to Angelo’s cultural values and believes, a television,
which is convenient , affordable and could support Netflix, is preferred. This is be cause he is a
70 -year -old man, with no extra desires. Desire and intention to verify the information
displayed on the stores is one of the other cultural factors affecting the purchasing decisions
of Angelo. This is because of Angelo’s beliefs revolving ar ound being particular towards
inspecting the product very minutely, before making the final purchase (Hu, Chen and
Davison 2019) . Evidence of this is the measurement of televisions on display in store, with
tape measure as he did not believe in what the sa les person told him and decided to check on
his own .
In case of Natasha, 45 -year -old women. the cultural factor of gender could contribute
to online shopping. This is because women from all of the cultures and subcultures prefer
shopping extravagantly. W omen like Natasha possess cultural beliefs that shopping is ideal
when there is enough time in hand to browse through the products and no disturbance around.
Convenience is one of the other cultural factors, which could contribute to the online
purchase fo r Natasha. This is reflected from prior preparation of the shopping lists, to reduce
the instances of forgetting something (Wang, Lin and Spencer 2019) . Some of the products
available online do not provide the desired information, which create problems dur ing
purchase too. This is because in the departmental store, Natasha could physically touch and
inspect the products, which would not be there in case of online shopping.
Social factors contributing to the online shopping trips of Angelo and Natasha is
status within the family members, society, reference groups, peers, relatives and others.
Consumers like Angelo has least intention to buy a branded television to increase his status
symbol among family members, society, reference groups, peers, relatives a nd others (De
Mooij 2019) . His only need is a television with free installation charges, free delivery
charges, supporting Netflix. Convenience and utility value are the aspects, which could
enhance his value as a consumer. On the contrary, Natasha’s shopping trip to departmental
store indicates that she intends to increase her status symbol in society by buying branded
products for her family. This could also be reflected in her online shopping trips, where her
preference for self -checkout was high (Li et al. 2019) . Also, most of the people nowadays use
social networks and often the feedbacks and opinions provided by others on social networks
also could influence their online purchasing behaviours.
4. Three major strategies to offset the challenges in an attempt to positively infl uence
consumer responses towards digital technologies
One of the strategies to offset the identified challenges could be to change the method
of displaying information about the products and services. This could be done by customizing
the catalogues, cons isting of detailed information about the products and services. This action
could be beneficial in assisting the consumers like Angelo and Natasha about the products
and services, helping them to make the final purchase decision (Minocher 2019) .
Customization of the catalogues could be an efficient means for the consumers in online
shopping as they could not touch the product physically.
One of the other strategies to resolve the identified challenge could be adding the
certified labels on the products for increasing the quality assurance and safety. The labels
could assure consumers like Angelo and Natasha about the products being authentic,
certified, guaranteed. These labels could help them to make the purchase decisions through
comparing wi th the other products which are affordable, of high quality, yet unlabelled
(Sama 2019) .
Fake product reviews on digital platforms like websites, social media, and mobile
apps must be removed, so that consumers could access the website and look for the n ecessary
information about the products, its features and also the certified labels . This is because it
creates a negative impression on the minds of the co nsumers like Angelo and Natasha, thus
affecting their purchasing decisions. Authentic reviews should be posted online by the sales
and marketing team, ensuring that those are properly communicated to the consumers , and
make them believe that they would get the product that is presented in the website, and not
anything different, after placing orders onli ne (De Mooij 2019) .
Ariffin, S.K., Mohan, T. and Goh, Y.N., 2018. Influence of consumers’ perceived risk on
consumers’ online purchase intention. Journal of Research in Interactive Marketing .
Cao, Y., Ajjan, H. and Hong, P., 2018. Post -purchase shipping and customer service
experiences in online shopping and their impact on customer satisfaction: an empirical study
with comparison. Asia Pacific Journal of Marketing and Logistic
De Mooij, M., 2019. Consumer behavior and culture: Cons equences for global marketing
and advertising . Sage.
Hu, X., Chen, X. and Davison, R.M., 2019. Social support, source credibility, social
influence, and impulsive purchase behavior in social commerce. International Journal of
Electronic Commerce , 23 (3), pp .297 -327.
Kumar, A. and Kashyap, A.K., 2018. Leveraging utilitarian perspective of online shopping to
motivate online shoppers. International Journal of Retail & Distribution Management .
Li, Z., Sha, Y., Song, X., Yang, K., ZHao, K., Jiang, Z. and Zhang, Q ., 2019. Impact of risk
perception on customer purchase behavior: a meta -analysis. Journal of Business & Industrial
Marketing .
Minocher, X., 2019. Online consumer activism: Challenging companies with Change.
org. New Media & Society , 21 (3), pp.620 -638.
Par k, H.J. and Lin, L.M., 2020. The effects of match -ups on the consumer attitudes toward
internet celebrities and their live streaming contents in the context of product
endorsement. Journal of Retailing and Consumer Services , 52 , p.101934.
Sama, R., 2019. Impact of media advertisements on consumer behaviour. Journal of Creative
Communications , 14 (1), pp.54 -68.
Trivedi, J. and Sama, R., 2020. The effect of influencer marketing on consumers’ brand
admiration and online purchase intentions: An emerging market perspective. Journal of
Internet Commerce , 19 (1), pp.103 -124.
Wang, X., Lin, X. and Spencer, M.K., 2019. Exploring the effects of extrinsic motivation on
consumer behaviors in social commerce: Revealing consumers’ perceptions of social
commerce benefits. International Journal of Information Management , 45 , pp.163 -175.
Wu, L., Chiu, M.L. and Chen, K.W., 2020. Defining the determinants of online impulse
buying through a shopping process of integrating perceived risk, expectation -confirmation
model, and flow t heory issues. International Journal of Information Management , 52 ,


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