e Consumerbehaviourson 111205143710 Phpapp02/amit ramawat

8/13/2019 e Consumerbehaviourson 111205143710 Phpapp02/amit ramawat

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E-BUYING BEHAVIOUR

Gkay Hamamc Pnar Bekta Sare Nur Taer

Tuba Grsoy 1


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Outline Online shopping behaviour

Growth of online shoppingSegments influencing e-buying behaviourAdvantages and disadvantages

e-BaySWOT analysis4 Ps (Product, Price, Promotion, Place)Advanced searche-Bay catalogueLaunched tailored shopping experiences

Reviews and feedbacksNew Platforms Paypal

Unmatched advantagesDelivering greater value to consumers and merchantsReviews for Paypal

GrouponSWOT4Ps (Product,Price,Promotion,Place)

Segmentations (Geographic,Product Type,Lifecycle,Personal Data) Markafoni

Advantages of Private Shopping4 Ps (Product, Price, Promotion, Place) Factors Influencing Consumer Behaviour while shopping at MarkafoniTrends&Changing Buying Behaviours

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Online Shopping Behaviour

Online shopping behavior (also called onlinebuying behavior and Internet shopping/buying

behavior) refers to the process of purchasingproducts or services via the Internet.

Online shopping became popular in the mid-1990s with the popularization of the World WideWeb(WWW).

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Percentage of people who have shoppedonline all over the world

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Segments influencing e-shoppingbehaviour

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Online ShoppingAdvantages & Disadvantages

Convenience Fraud and Security

Information and Lack of full costreviews disclosure

Price selection Privacy

Hands-on inspection

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Product

Broad categories

New products

Second hand/ used products

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Product

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Some prohibited items on eBay

Tobacco Alcohol Drugs Nazi paraphernalia Lottery tickets Military hardware such as working weapons or

explosives And more..

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Price

Competitors are selling the same product forless

Low Starting Price Cost-Based Starting Price

Buy-It-Now Pricing Second Chance Offer

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Promotion

Special or reduced price for a specific good TV commercials eBay coupons eBay discounts eBay promotional codes eBay bargains

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Promotion

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Place eBay Global

global.ebay.com

38 localized websitesebay.co.uk, ebay.fr, ebay.de

Associatons of eBaygittigidiyor.com for Turkeymercadolivre.com.br for Brazil

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Strengths

- Online auction leader

- Developed CRM- Diversified market bybranching and localizing

- B2B & B2C

- Acquisition of PayPal

Weaknesses

- Shipping

- Fake or illegal auctions- Inability to control thecontents of the auction

- Online service only

Opportunities

- Internationalexpansion

- New markets

- Skype technology

- Localized websites

Threats

- Local competitors

- Scammers and phishers

- Google Checkout

- Online security

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1. Advanced Search

TO FIND: SELECT THIS:

Items for sale, based on criteria like price

or item location

Find items

Vehicles, parts, and accessories on eBayMotors

On eBay Motors

Items for sale by a particular seller, if youknow the sellers user ID

By seller

Items an eBay member has bid on, if youknow the bidders user ID By bidder

A specific listing, if you know the itemnumber

By item number

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2. eBay Catalogue Extensive, online, library of product information

and images for many products on the market Fast and easy way to create professional, detailed

listings for your items Easier for customers to find and buy exactly what

theyre looking for Product specifications like brand, model number,

dimensions, performance, color, capacity,compatibilities, and professional photos areautomatically included in your listing.

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3. Launched tailored shopping

experiences

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Tickets for sports, concerts, theater and other live entertainment

events

Clothing, shoes and accessories in detail

Parts and accessories, cars, trucks, motorcylces,powersports, boats and more

Cameras, cell phones, computers, tv, video, more electronics22


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4. New Platforms

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iPhone Fashion App: Virtually try on sunglasses

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Customer Complaints andComments

Ebay is inundated with horrible customer service. Spent 30 minutes trying to geta customer service rep. Total lies and greed is driving the business into theground.

Anonymous 11/29/11 5:08PM completely unhappy with this company's arrogance and poor customer service

dawn socia 11/4/11 9:32AM

Great service, friendly agents, great resolution. Thanks eBay! skibum2002 9/8/10 12:58PM

FANTASTIC! After punchingin a few numbers, I got a delightful young lady toanswered my questions and took action on the case I had called about. I don'tknow what I would have done if I hadn't found their phone number!Thanks.

Anonymous 11/16/09 11:20AM

http://www.customerservicescoreboard.com/eBay 26
http://www.customerservicescoreboard.com/eBayhttp://www.customerservicescoreboard.com/eBay


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http://www.youtube.com/watch?v=sLfm0Wwdikg

PayPal is an American-based global e-commerce business allowingpayments and money transfers to be made through the Internet. Onlinemoney transfers serve as electronic alternatives to paying with traditionalpaper methods, such as checks and money orders.

Founded in 1998, USA

Acquired by eBay in 2002

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http://www.youtube.com/watch?v=sLfm0Wwdikghttp://www.youtube.com/watch?v=sLfm0Wwdikghttp://www.youtube.com/watch?v=sLfm0Wwdikghttp://www.youtube.com/watch?v=sLfm0Wwdikghttp://www.youtube.com/watch?v=sLfm0Wwdikghttp://www.youtube.com/watch?v=sLfm0Wwdikghttp://www.youtube.com/watch?v=sLfm0Wwdikg


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Support for 190 markets, 24 currencies and 20local language sites

Manage more than 232 million accounts andmore than 100 million of them active

Global connections to 15K+ bank partners and57 financial networks

Powerful partnership with eBay 29


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Unmatched Advantages

Internet Technology Pace of innovation

Fraud expertise Global connections Digital Wallet

Cross-border business Open platform Closed-loop data

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Delivering greater value to

consumers & merchants

RewardingConsumers

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Serving the worlds largest brands

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Reviews for PayPal

Paypal is great . Paypal is free (if you are giving money), easy to use. It's great. When I get money itdoesn't cost that much and goes to my bank account quickly. I like it much better than Google Checkout.

"PLEASE READ...DO NOT USE PAYPAL....SHOCKING CUSTOMER SERVICE . Hi I have used paypal to sendsome items to the buyer who arranged collection and got the address wrong. The the buyer opened up aclaim against me to say that he did not recieve his items with paypal. Basically i then got in contact withthe courier who told me the buyer had just rang up and made payment for storage. Now i thought this wasthe end of it... but no due to him no closing the dispute paypal has gone in his favour because the invoice

address is in Bulgaria. I then rang up paypal...

THEY STOLE MY MONEY!I have a small business that I take payments from my website through PayPal.Last week I was sent an email out of nowhere that my account now has "Limited Access" and it isunremoveable. This means that they have locked my account for 6 months and I am unable to remove anymoney from it. According to PayPal I am "Linked" to this mysterious other account or accounts and that iswhy. They refuse to tell me what account or who owns them or how I even got flagged as "linked" I have...

As a buyer paypal is great ,you can shop with confidence and safe in the knowledge shouldsomething go wrong you are protected. As a business not so good,1 you can check risk/fraudscores,2 you have to send everything by tracked delivery to ensure seller protection. I have neverlost a chargeback on eBay due to the fact the products were sent tracked (recorded delivery).Yourown website is different as paypal only cover you for non receipt ...

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Established in November 2008 Deal-of-the-day website

Best stuff to do/ see / eat/ buy In 88 US cities and 41 countries on world which included Turkey Multi-billion dollar valuation Fastest growing company ever


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Strengths Clear/Simple /Attractive

Control over thepayment flow Use of social media Good privacy & RefundPolicy Plans for Personalization

Weaknesses limited number of reliablemerchants in the local market

Easy business strategy tocopy Mislead advertisinginterpretation /fakepromotion Currency exchange & lack oftrust

Opportunities Online trend for Socialmedia & smart phones Strong growth in

emerging countries Communication channels More secure onlinepayment (i.e. PayPal) Personalization

Threats Competitors :GoogleOffers /livingsocial.com /

Facebook Deals Brands are controlledby customers Legal concern onprivacy policy


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Product

Discounts on nearly everything

Social places/ Events / Products etc

Restaurants / Concerts/ Gyms/ Travel Deals


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Product


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Product


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Price

Daily deals on product/ service Discounts up to 70-80%

Customers have to buy on Groupon.com


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Promotion

Gift Cards

Refer Friends- Get 10$ coupons

Personal Deals


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Promotions


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Promotions


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Promotions


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Place

Groupon.com for US

41 localized websites(France /Germany/ Hong Kong/ Italy etc)

Associations of Grouponsehirfirsati.com in Turkeycitydeal.fi in Finland


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Segmentation #1: Geographic

Core Business: Value Proposition

Discovering local things to do

Being geographically relevant


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Segmentation#2: Product Type

Groupon was a pioneer in the deal market

Competitors emerged: targeting niche

1. Groupon Getaways: focuses on travel

2. GrouponLive: focuses on live events3. Groupon Now!: same-day deals


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Segmentation #3: Lifecycle

Every subscriber was treated same

For the best customers, were doing things toreward, recognize and retain them as well.


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Segmentation#4: Personal Data

Gathering data to send personalize offering e-mails

3 types of data for Groupon:

-Self Reported: Age/ Gender/ Zip code-Appended: Data purchased from third-party services-Behavioral: Data based on what subscribers click and purchase


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Founded in 2008

Turkeys first private shopping website

More than 2.000.000 active users

Clone of French private shopping website Ventee -privee Available in Turkish market as well as in Australia, Greece,

Ukraine and Poland


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12.000.000 unique visitor/monthly

198.000.000 pageviews/monthly

500.000 products sale/monthly

%700 growth in 2010

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Web private event sales for private clients

Sales during 2-3 days

Clothes, shoes, watches, home appliances, perfumes...with 40-90% sale off

Clear brands last collection stocks (online outlet center)

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Product

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Product

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Price

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Promotion

TV Ads Invitations

Blog

Banner Ads

TV Ads

Competitions

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Place

Markafoni.com

5 localized websitesBrandsExclusive.com.auBrandsGalaxy.grModnaKasta.uaMarkafoni.pl

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Factors Influencing Consumer Behaviour

while shopping at MARKAFON

CULTURAL SOCIAL PERSONAL PSYCHOLOGICAL

Traditional OutletShoppings

Invitation basedprivate shopping(WoM, shoppingwith friends)

Products based ongender/age / (kids,men,home categories)

Impulse buying(Time pressure andprice advantageencourage to buy)+Brands

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Trends& Chancing buying behaviours

Social Media

New Payment Methods

Augmented Reality

Mobile ShoppingLocation Based Services

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Mobile Shopping

http://www.youtube.com/watch?feature=play

er_embedded&v=nJVoYsBym88#!

Tesco: Homeplus Subway Virtual Store

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Social Media/New Payment Methods

http://www.paywithatweet.com/

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Location Based Services/
http://www.paywithatweet.com/http://www.paywithatweet.com/http://www.paywithatweet.com/http://www.paywithatweet.com/http://www.paywithatweet.com/http://www.paywithatweet.com/


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Location Based Services/Augmented Reality

http://www.youtube.com/watch?v=4erNe_NpdyE&feature=player_embedded

The Airwalk Invisible Pop Up Store

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Others Starhubs Musical Fitting Rooms http://www.youtube.com/watch?v=ZimcuZZJ2D0&feature=pl

ayer_embedded Unicef Repay for Goods http://www.youtube.com/watch?feature=player_embedded&

v=q4cHiI_QE0s Domino's Pizza location-based App. http://www.youtube.com/watch?feature=player_embedded&

v=DjyttGaaq_k The Commbank Property Guide App. http://www.youtube.com/watch?v=o9T9crNMB_w&feature=

player_embedded#!

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REFERENCES http://www.ebay.com/ http://www.customerservicescoreboard.com/eBay http://www.ideamarketers.com/?eBay_Pricing_Strategies&articleid=311869 http://www.wikihow.com/Use-Pricing-Strategies-for-Your-eBay-Business http://marketingteacher.com/case-study/ebay-case-study.html http://www.cob.calpoly.edu/~ijima/3.pdf

http://files.shareholder.com/downloads/ebay/1190863356x0x440542/0b4b1525-691e-402a-b8e3-95ba02e4a382/eBay_2011AnalystDay_FINAL2.pdf http://marketingteacher.com/swot/ebay-swot.html http://pages.ebay.com/coverage/index.html https://www.markafoni.com/ http://blog.markafoni.com/ http://www.sinaafra.com/ http://www.paywithatweet.com/ http://mobithinking.com/mobile-awards/Cannes http://digital.centaur.co.uk/nma/awards/nmaawards2011/ http://www.marketoloji.com/2011/07/11/tescodan-gelecegin-marketi-ornegi/ http://pages.ebay.com/sellerinformation/news/highlightingvalue.html#hi

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Zhang, Ping. Li, Na. CONSUMER ONLINE SHOPPING ATTITUDES ANDBEHAVIOR: AN ASSESSMENT OF RESEARCH.Syracuse University . 2002

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