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MAN2110 Consumer Behaviour
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MAN2110 Consumer Behaviour
0 Download7 Pages / 1,609 Words
Course Code: MAN2110
University: University Of Surrey
MyAssignmentHelp.com is not sponsored or endorsed by this college or university
Country: United Kingdom
Question:
Describe the Consumer Behaviour For Product Performance Risk.
Answer:
Introduction
The report presents briefly overview on offline and online shopping experience of consumers. It analyses how online and offline shopping factors affect buying capacity of consumers. It also describes the advantages and disadvantages of offline and online shopping. On the other hand it measures the post evaluation of fashion products and it also analyzes the consumer buying behavior. It explains that how consumer behaviour plays significant role in online and offline shopping.
Literature review
Online shopping: Online shopping is a process where consumers buy goods and services from seller by using internet and web browser. The customers can find the products through websites and e-commerce. The online shopping is increasing day by day because in online shopping customers can get the products directly at home (Kumar et al, 2007).
Offline shopping: It is a process where customers do not use computer device and internet network. It is opposite of online shopping and there is less varieties and options are available in offline shopping. In offline shopping customers go to shops and they buy the products (Doolin et al, 2007).
The five factors have been chosen after analyzing the relevant literature in the field of online shopping. The factors are discussed as below.
Financial risk: A research is conducted by the Kumar & Dange (2014) where he analyzed that financial risk always involve in online shopping and it also affects the consumer behavior. The study discloses the financial risk, social risk, time risk and security risk also influence the consumers’ behavior.
A study is conducted by the Lian & Lin (2008) where he studied about the perceived risk which involves in online shopping. In perceived risk relationship is measured about the past shopping experience and future intention of consumers. As a result of financial risk, fear of loss and online blackmailing and online fraud is increasing day by day.
Product performance risk: The product risk is related to the poor performance of products and these products do not meet the desired expectations of consumers. The online sources do not necessarily provide the good quality of products and services to customers. The online companies also do not provide physical inspection of products including the brand colors. In this way it increases the product performance risk (Doolin et al, 2007).
Delivery risk: The delivery risk also associated with online shopping and it affects the consumer behavior. Sometimes sellers do not deliver the products on time so customers face many problems and they do not prefer online shopping due to involvement of delivery risk. The study analyzed the various risk involved in online shopping. So online sellers should reduce the delivery risk and it should provide products to customers without any delay (Kumar et al, 2007)
Trust and security factors: These factors play significant role in online shopping and they also affect the buying capacity of consumers. In this type of shopping sellers should keep consumers information confidentially. On the other side website design factors also affect the consumer intentions. So sellers should analyze these factors and control on them (Linehan, 2008).
Now days many people prefer online shopping because consumers do not have enough time for buying products from shops so it save the time of consumers. It also protects the privacy of consumers and they can find items very easily.
On the other side many factors also affect the offline shopping and consumers buying behavior. The consumer preferences and tastes affect the behavior of consumers and their buying capacity. In offline shopping sellers should analyze the various factors such as social, cultural factors, personal and psychological factors (Falk, Hammerschmidt & Schepers, 2010). Sometimes prices also affect the consumers’ behavior because sellers charge high prices of products so customers face many problems. The benefits of offline shopping are followings: In offline shopping customers can touch the products physically and they can also check defective products. In offline shopping consumers can try before buy the products. There is no shipping time in offline shopping. In this shopping consumers can easily take assistance and personal attention from sales staff. In offline shopping consumers do not wait for delivery they can go at shop and buy the products (Solomon, Russell-Bennett & Previte, 2012).
Literature review:
If the consumers want to buy fashion products from online channels then they should take care of many things after buying the fashion products (Kraus et al, 2010). The post evaluation of fashion products are discussed as below.
Security: In online shopping, customers make payment by credit card and debit card so they need to pay online transaction cost. Security is big issue in online shopping because sometimes sellers cheat with customers and they misuse the personal information of consumers especially of credit card. So it can be said that online payment is not secured (Franke & Schreier, 2010).
Intangibility of online products: If consumers want to buy fashion products from online channel so first they should evaluate the nature, quality and quantity of products. Many consumers do not like to buy clothes from online because there is no chance to examine and try actual products. In online channels consumers can not touch, hear, feel and try the fashion products in reality. If the fashion products are not according to customer expectations then some online channels do not provide change and refund options (Eliason, 2007).
Social contact: In online shopping customers cannot make the social contact with salesperson and sometimes they face many difficulties. The bargaining and negotiation options are not available in online channels. In online shopping consumers cannot take help of sellers during buying the fashion products.
Dissatisfaction with online shopping: In online shopping dissatisfaction always involve because the products do not match with expectations and descriptions of consumers. Sometimes sellers deliver low quality products and consumers cannot judge the products by picture only. The shipping cost is also involved in online shopping (Cheung & Thadani, 2010).
On the other side online shopping provide some benefits to customers. So many consumers prefer online shopping. But online sellers should improve in their services. They should provide good and excellent fashion product to customers and they should keep information of consumers confidentially.
There are some recommendations to online sellers for understanding the online consumers’ behavior. They are discussed as below.
The online companies should use secure websites and channels to sell the fashion products and they should give assurance to consumers that they will never disclose consumers’ information with other persons.
The companies should use friendly, more attractive and more useful websites for consumers.
In online shopping, consumer behaviour plays significant role and it affects the buying capacity of consumers. So online companies should try to provide excellent services to consumers. If the accurate services are not available then customers think that companies are trying to hide information. The online companies should also provide interactivity customer services so that customers can contact with the sellers at anytime. There should be feedback channel for customers in online shopping so consumers can give their feedback (Rastogi, 2010).
The online companies should provide additional options to consumers because in online source, sellers do not provide change and refund options. They should use good strategy for pricing and promotions. The companies should maintain cooperation and coordination with consumers. In such way online companies can increase in selling and they can attract the customers to buy the online products.
Conclusion
The report is based on the online and offline shopping experience and post evaluation of fashion products if the consumers want to buy fashion products from online channels. A comprehensive study about how offline and online shopping factors affect the consumers’ behaviour is conducted. So it is concluded that consumers should buy the fashion products very carefully. The online companies should use fair and secure websites and they should keep information confidentially.
References
Cheung, C.M. and Thadani, D.R., 2010. The Effectiveness of Electronic Word-of-Mouth Communication: A Literature Analysis. In Bled eConference (p. 18).
Doolin, B., Dillons, S., Thompson, F. and Corner, J.L., 2007. Perceived risk, the Internet shopping experience and online purchasing behavior: A New Zealand perspective. Electronic commerce: Concepts, methodologies, tools, and applications, pp.324-345.
Eliason, M.J., 2007. Improving substance abuse treatment: An introduction to the evidence-based practice movement. Sage.
Falk, T., Hammerschmidt, M. and Schepers, J.J., 2010. The service quality-satisfaction link revisited: exploring asymmetries and dynamics. Journal of the Academy of Marketing Science, 38(3), pp.288-302.
Franke, N. and Schreier, M., 2010. Why customers value self?designed products: The importance of process effort and enjoyment. Journal of Product Innovation Management, 27(7), pp.1020-1031.
Hu, Z.H., Li, Q., Chen, X.J. and Wang, Y.F., 2014. Sustainable rent-based closed-loop supply chain for fashion products. Sustainability, 6(10), pp.7063-7088.
Kraus, R., Stricker, G. and Speyer, C. eds., 2010. Online counseling: A handbook for mental health professionals. Academic Press.
Kumar, V., Mukerji, B., Butt, I. and Persaud, A., 2007. Factors for successful e-government adoption: A conceptual framework. Electronic Journal of E-government, 5(1).
Lian, J.W. and Lin, T.M., 2008. Effects of consumer characteristics on their acceptance of online shopping: Comparisons among different product types. Computers in Human Behavior, 24(1), pp.48-65.
Linehan, M., 2008. Consumer Behaviour: Irish Patterns and Perspectives. Gill & Macmillan Ltd.
Park, C. and Kim, Y., 2008. The effect of information satisfaction and relational benefit on consumer’s online shopping site commitment. Web Technologies for Commerce and Services Online, 1, p.149.
Rastogi, A.K., 2010. A study of Indian online consumers & their buying behaviour. International research journal, 1(10), pp.80-82.
Solomon, M., Russell-Bennett, R. and Previte, J., 2012. Consumer behaviour. Pearson Higher Education AU.
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