Methodical Approach to Identifying Buying Motives within Various Sales Channels Based on Behavioral Segmentation

2020 ◽  
Vol 10 (2) ◽  
pp. 515
Author(s):  
Yelena Yuryevna DEPUTATOVA ◽  
Tatyana Ivanovna URYASEVA ◽  
Vyacheslav Petrovich CHEGLOV ◽  
Julia Gennadievna LEONOVA ◽  
Vladimir Anatolyevich BASKAKOV
Keyword(s):  
Consumer Behavior ◽  
Marketing Research ◽  
Customer Segmentation ◽  
Customer Perception ◽  
Sales Channels ◽  
Online Sales ◽  
Access Price ◽  
Quantitative Marketing ◽  
Methodical Approach ◽  
Key Indicators

The methods for identifying differences in the buying motives in online and offline trade are developed based on a theoretical analysis of approaches to the customer segmentation and their dependence on its purpose. The purpose of the study is to identify differences in the buying motives in online and offline trade and to substantiate the feasibility of conducting behavioral segmentation in order to identify such differences. The empirical research results are based on the quantitative marketing research (polls). The buying motives in offline and online sales channels were studied in several stages. The key advantages of offline and online sales channels were identified in terms of customer perception at the first stage. The following advantages were identified in offline and online trade: high quality guaranteed by the seller for buyers with high incomes; accessibility as the speed and convenience of access, price acceptability for buyers with average and below average incomes; and the breadth, depth, and updateability of the product range for all groups. The buying motives in offline and online trade were identified as factors that encouraged buying at the second stage. The polls have shown that key motives for customers to opt for offline sales channels are related to the perception of the aggregate properties of products that exceed the properties of similar products in online sales channels. The main reasons for buying through online sales channels are the following key indicators that determine the quality of the buying service: convenience and speed of purchasing, speed of delivery, and convenient time to receive an order. This study allowed to develop a model for studying the consumer behavior in order to identify the key rational and emotional motives of buying through online and offline sales channels. The information component of this model was based on the marketing research involving the sequential implementation of the following stages: studying the market trends in order to identify changes in the motives of consumer behavior; selecting segmentation criteria and carrying out marketing research; identifying the key benefits of offline and online sales channels in terms of customer perception; identifying and grouping the key motives that guided customers when choosing a channel for buying; identifying the causes of changes in the rational and emotional motives of consumer behavior; and developing and implementing the marketing communications programs that implied an impact on the emotional and rational motives.

scholarly journals Social networks usage implications at the level of medical services consumption in Romania

2017 ◽  
Vol 6 (1) ◽  
pp. 55
Author(s):  
Daniel Adrian Gardan ◽  
Mihai Andronie ◽  
Iuliana Petronela Gardan ◽  
Cristian Uta
Keyword(s):  
Social Networks ◽  
Consumer Behavior ◽  
Marketing Research ◽  
Healthcare Services ◽  
Public And Private ◽  
Quantitative Marketing ◽  
Medical Institutions ◽  
Key Issues ◽  
Key Variables ◽  
Scientific Endeavor

The social networks usage degree increase is evident in recent years, this having implications for the consumption of the most types of products and services. A very special field of research is presented by the consumption of healthcare services, who, both in terms of consumption motivations, decisional buying process or consumer behavior is having peculiarities and specific traits. In this context, the present article aims to investigate the role that social networks use can have regarding changes within the consumer behavior in case of healthcare services consumption. In order to achieve the scientific endeavor, authors have conducted a quantitative marketing research as a field survey, using a questionnaire administered online to patients from different medical institutions, both from the public and private sector.The research results reveal key issues from the perspective of emotional involvement within consumption for the patients and the influence of key variables such as level of education, personality and lifestyle within social networks usage context.

scholarly journals Consumer behavior in the digital environment under the influence of the COVID-19 pandemic: the importance of the health factor and business transparency

2021 ◽  
pp. 98
Author(s):  
Anna Rosokhata ◽  
Nataliia Letunovska ◽  
Viktoriia Makerska ◽  
Viacheslav Kropyva
Keyword(s):  
Consumer Behavior ◽  
Stages Of Change ◽  
Marketing Research ◽  
Digital Environment ◽  
Global Trends ◽  
Search Queries ◽  
Quantitative Marketing ◽  
Analysis And Synthesis ◽  
Health Products ◽  
Theoretical Generalization

Introduction. With the onset of quarantine caused by the COVID-19 pandemic, changes in consumer behavior are evident, such as increased panic and more conscious behavior focusing on health and avoiding potential threats. Therefore, the study of consumer behavior in such conditions is an urgent and timely task.Purpose. The study aims to analyze changes in consumer behavior in the digital environment under the influence of events caused by the COVID-19 pandemic.Method (methodology). The theoretical and methodological basis of the study were general scientific methods of scientific knowledge: theoretical generalization, systematization, analysis and synthesis. The authors investigated trends in consumer behavior in the context of the COVID-19 pandemic. The main stages of change in consumer behavior are analyzed. The steps of the transition of companies to communicate with consumers in the digital environment were singled out. Factors such as health care and openness (business transparency) have been identified as determinants of trust in businesses in times of crisis. Brief statistics on the global consumption of products in various fields are presented. In particular, the positive dynamics in the growth of Internet users’ search queries for the purchase of health products are revealed. A comparison of the number of search queries in the Google Trends service for thematic terms of the research: «product delivery» and «health» within the Ukrainian market and in the world. It is determined that a new direction of word-of-mouth marketing is gaining popularity, which is an effective tool for communication with consumers in the digital environment through social networks and various cyberspace sites. Results. The authors identify the main trends in Internet marketing in recent years and make recommendations on marketing tools for future strategies of companies in the digital environment. The findings can be helpful to experts in the field of product promotion on the Internet and practicing marketers in the area of innovative services, which are gaining popularity in the wake of global trends in consumer behavior.Perspectives. In further research, the authors should focus on quantitative marketing research of consumers’ attitudes to companies’ product offerings and their willingness to cooperate, supported by the developed marketing programs.

Traditional Market Research and Neuromarketing Research

2020 ◽  
pp. 146-167
Author(s):  
Sertac Eroglu ◽  
Nihan Tomris Kucun
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Marketing Research ◽  
New Horizons ◽  
Related Data ◽  
Advantages And Disadvantages ◽  
Marketing Relationship ◽  
Traditional Market ◽  
Traditional Marketing ◽  
And Behavior

Marketing research, dedicated to comprehending consumer behavior and purchasing practice, comprises methodical gathering, analysis, and interpretation of related data. Since the understanding of consumer behavior is a comprehensive and complicated task, the contemporary marketing studies argue that traditional marketing research should be supported by neuromarketing methods to explore consumers' psychology, motivation, and behavior. In this chapter, the advantages and disadvantages of traditional marketing and neuromarketing research methodologies and the differences between them are discussed. The traditional market research methods are explained through their qualitative and quantitative dimensions. The most commonly used grouping scheme of techniques in neuromarketing research is presented, namely, neurometric, biometric, and psychometric techniques. The marketing research supported by neuromarketing approaches enables us to look at the consumers' mind as closely as we have never experienced before and opens up new horizons in understanding consumer and marketing relationship.

A Review of Antecedents of Online Repurchase Behavior in Indian E-Commerce Paradigm Shift

2021 ◽  
pp. 1578-1597
Author(s):  
Syed Habeeb ◽  
K. Francis Sudhakar
Keyword(s):  
Systematic Review ◽  
Consumer Behavior ◽  
Customer Satisfaction ◽  
Marketing Research ◽  
Journal Articles ◽  
Exclusion Criteria ◽  
Repurchase Intentions ◽  
Online Consumer Behavior ◽  
Research Areas ◽  
Online Consumer

The purpose of this chapter is to highlight research areas of customer satisfaction and repurchase intentions and their antecedents in the Indian e-commerce industry. To retain, attract, and satisfy customers, e-retailers need to understand how and why online customers evaluate a web store. The relevant areas of consumer behavior and marketing research were derived to explain the possible gaps to study with respect to e-commerce in India. To do so, a systematic review of online consumer behavior literature is conducted. Following inclusion and exclusion criteria, a total of 109 journal articles are analyzed. The major finding of the chapter was that there is very less amount of research considering the areas of customer satisfaction, trust, loyalty along with repurchase behavior of the online customer in specific to the Indian context. Therefore, it is a need of the hour to extend the study to know the repurchase behavior of the online consumer in present time.

Cerenity Sanitizer: Marketing Research for New Product Launch (B)

2014 ◽  
pp. 1-21
Author(s):  
Anand Kumar Jaiswal ◽  
Sachin Kumar Singh ◽  
A Manu
Keyword(s):  
Quantitative Research ◽  
Research Team ◽  
Research Study ◽  
Marketing Research ◽  
New Product ◽  
Product Launch ◽  
Quantitative Research Methods ◽  
Toilet Seat ◽  
Quantitative Marketing ◽  
New Product Launch

The case deals with marketing research study undertaken to introduce a new product in the market. The company was planning to introduce Cerenity, a toilet seat sanitizer for women who frequently use shared restrooms. The case discusses the conclusive study undertaken involving quantitative marketing research. The research team carried out quantitative survey and collected the data. It applied various quantitative research methods such as factor analysis, multiple regression, cluster analysis and conjoint analysis for analysis the collected and drawing managerial inferences.

scholarly journals An Empirical Study on Customer Segmentation by Purchase Behaviors Using a RFM Model and K-Means Algorithm

2020 ◽  
Vol 2020 ◽  
pp. 1-7
Author(s):  
Jun Wu ◽  
Li Shi ◽  
Wen-Pin Lin ◽  
Sang-Bing Tsai ◽  
Yuanyuan Li ◽  
...  
Keyword(s):  
Clustering Algorithm ◽  
Management Strategies ◽  
Customer Segmentation ◽  
Customer Relationship ◽  
Total Consumption ◽  
Value Analysis ◽  
Online Sales ◽  
Real World Problem ◽  
High Level ◽  
Purchase Behaviors

In this paper, we base our research by dealing with a real-world problem in an enterprise. A RFM (recency, frequency, and monetary) model and K-means clustering algorithm are utilized to conduct customer segmentation and value analysis by using online sales data. Customers are classified into four groups based on their purchase behaviors. On this basis, different CRM (customer relationship management) strategies are brought forward to gain a high level of customer satisfaction. The effectiveness of our method proposed in this paper is supported by improvement results of some key performance indices such as the growth of active customers, total purchase volume, and the total consumption amount.

scholarly journals Assessing the Benefits of the Sustainability Reporting Practices in the Top Romanian Companies

2020 ◽  
Vol 12 (8) ◽  
pp. 3470 ◽  
Author(s):  
Anca Gabriela Petrescu ◽  
Florentina Raluca Bîlcan ◽  
Marius Petrescu ◽  
Ionica Holban Oncioiu ◽  
Mirela Cătălina Türkeș ◽  
...  
Keyword(s):  
Business Strategy ◽  
Marketing Research ◽  
Sustainability Reporting ◽  
Special Interest Groups ◽  
Global Business ◽  
Reporting Practices ◽  
Quantitative Marketing ◽  
Sustainability Strategy ◽  
Development Goals ◽  
Social And Environmental Performance

The concept of sustainability reporting has been addressed by experts worldwide and is defined as the process of communicating the social and environmental effects of the economic actions of organizations to special interest groups within society in general. The main purpose of this research was to identify and analyze the opinions of the real benefits obtained by large companies in Romania following the elaboration of sustainability reports and their contribution to the development of a sustainable economy. A quantitative marketing research was carried out on the sample randomly extracted from a target community of the largest 5750 companies across 35 counties that were active in strategic priority areas of Romania. Both explicitly and implicitly, the research resulted in essential aspects related to the correlation of the sustainability strategy with sustainability reporting, how sustainable development goals contribute to improving all of the processes included in the integrated company management system, how the internal and external benefits can contribute to increasing economic, social, and environmental performance, and building sustainable relationships with shareholders, employees, and stakeholders. In addition, the findings show that aligning a sustainability strategy with a global business strategy and including sustainability reporting requirements (non-financial) are important concerns at the level of the top companies in Romania.

scholarly journals Acquisition of Electric Vehicles—A Step towards Green Consumption. Empirical Research among Romanian Students

2019 ◽  
Vol 11 (23) ◽  
pp. 6639 ◽  
Author(s):  
Gabriel Brătucu ◽  
Adrian Trifan ◽  
Lavinia Dovleac ◽  
Ioana Bianca Chițu ◽  
Raluca Dania Todor ◽  
...  
Keyword(s):  
Electric Vehicles ◽  
Marketing Research ◽  
High Price ◽  
Low Carbon ◽  
Green Consumption ◽  
Quantitative Marketing ◽  
Financial Benefits ◽  
Special Programs ◽  
And Behavior ◽  
Competitive Economy

The paper analyzes particular aspects of a competitive economy based on low carbon emissions, which requires a fundamental change in consumer behavior, by focusing mainly on green acquisitions. The article contributes to the literature by the novelty of the researched problem: identification and analysis of the attitude and behavior of Romanian students regarding the electric vehicles acquisition. Thus, a quantitative marketing research was conducted, using a sample of 1221 students from 11 Romanian university centers. Also, the paper includes an overview regarding the costs and financial benefits provided by the Romanian Government to the electric vehicles owners, such as acquisition price reductions or tax reductions. The research results show that only half of the students are familiar with the concept of green consumption, and 37.8% of them are interested in buying an electric vehicle, the main reason being the fuel consumption. The authors recommend to the state’s institutions to develop special programs, by offering attractive facilities to the young people with higher education, as potential buyers, for the purchase of electric vehicles, this way diminishing the barrier effect generated by the high price. The academic environment should initiate research, both at the micro and macroeconomic level, to quantify the economic-social implications of green acquisitions in general and electric vehicles in particular.

Marketing Models: A Review of the Literature

2017 ◽  
Vol 59 (3) ◽  
pp. 355-381 ◽  
Author(s):  
Canan Eryigit
Keyword(s):  
Consumer Behaviour ◽  
Marketing Research ◽  
Product Management ◽  
Distribution Management ◽  
Marketing Models ◽  
Quantitative Marketing ◽  
Product Pricing ◽  
Research Theme ◽  
Research Themes ◽  
Functional Areas

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing. As study material, we have chosen 143 articles that used marketing models and were published in the Journal of the Academy of Marketing Science, Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Quantitative Marketing and Economics and Quality and Quantity, from 2010–2014. Based on content analysis, these articles were assigned to consumer behaviour, product management, pricing management, distribution management, promotion management and marketing dynamics research themes in accordance with their research objectives. Some of these clusters were determined based on previous studies, while others emerged from our review. It is found that the highest (lowest) proportion of articles reviewed in this study involve research that uses marketing models in the marketing dynamics (distribution management) research theme. The next most common research theme was consumer behaviour. Articles utilising marketing models in product, pricing and promotion management themes were moderately common. We also summarise specific purposes for the use of marketing models in each research theme.

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