E-buying behaviour

download E-buying behaviour

of 66

  • date post

    29-Oct-2014
  • Category

    Education

  • view

    5
  • download

    0

Embed Size (px)

description

ebuying behaviour

Transcript of E-buying behaviour

  • 1. E-BUYING BEHAVIOURGkay HamamcPnar BektaSare Nur TaerTuba Grsoy 1

2. Outline Online shopping behaviourGrowth of online shoppingSegments influencing e-buying behaviourAdvantages and disadvantages e-BaySWOT analysis4 Ps (Product, Price, Promotion, Place)Advanced searche-Bay catalogueLaunched tailored shopping experiencesReviews and feedbacksNew Platforms PaypalUnmatched advantagesDelivering greater value to consumers and merchantsReviews for Paypal GrouponSWOT4Ps (Product,Price,Promotion,Place)Segmentations (Geographic,Product Type,Lifecycle,Personal Data) MarkafoniAdvantages of Private Shopping4 Ps (Product, Price, Promotion, Place)Factors Influencing Consumer Behaviour while shopping at MarkafoniTrends&Changing Buying Behaviours 2 3. Online Shopping Behaviour Online shopping behavior (also called onlinebuying behavior and Internet shopping/buyingbehavior) 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).3 4. 4 5. Growth of Online Shopping In 2010, nearly 70% of consumers havepurchased at least one defined category viaonline.5 6. Percentage of people who have shoppedonline all over the world6 7. Segments influencing e-shoppingbehaviour7 8. Online ShoppingAdvantages & DisadvantagesConvenienceFraud and SecurityInformation andLack of full costreviewsdisclosurePrice selectionPrivacy Hands-on inspection 8 9. Founded in 1995 Worlds largest online marketplace With more than 97 million active usersglobally (as of Q2 2011) Connects individual buyers and sellers, as wellas small businesses In 2010, the total value of goods sold on eBaywas $62 billion -- more than $2,000 everysecond.9 10. Product Broad categories New products Second hand/ used products 10 11. Product11 12. Some prohibited items on eBay Tobacco Alcohol Drugs Nazi paraphernalia Lottery tickets Military hardware such as working weapons orexplosives And more.. 12 13. Price Competitors are selling the same product forless Low Starting Price Cost-Based Starting Price Buy-It-Now Pricing Second Chance Offer 13 14. Promotion Special or reduced price for a specific good TV commercials eBay coupons eBay discounts eBay promotional codes eBay bargains 14 15. Promotion15 16. Place eBay Globalglobal.ebay.com 38 localized websitesebay.co.uk, ebay.fr, ebay.de Associatons of eBaygittigidiyor.com for Turkeymercadolivre.com.br for Brazil 16 17. Strengths Weaknesses- Online auction leader- Shipping- Developed CRM- Fake or illegal auctions- Diversified market by- Inability to control thebranching and localizing contents of the auction- B2B & B2C- Online service only- Acquisition of PayPal OpportunitiesThreats- International- Local competitorsexpansion- New markets- Scammers and phishers- Skype technology - Google Checkout- Localized websites - Online security17 18. 18 19. 1. Advanced SearchTO FIND:SELECT THIS:Items for sale, based on criteria like priceFind itemsor item locationVehicles, parts, and accessories on eBayOn eBay MotorsMotorsItems for sale by a particular seller, if you By sellerknow the sellers user IDItems an eBay member has bid on, if you By bidderknow the bidders user IDA specific listing, if you know the itemBy item numbernumber 19 20. 2. eBay Catalogue Extensive, online, library of product informationand images for many products on the market Fast and easy way to create professional, detailedlistings for your items Easier for customers to find and buy exactly whattheyre looking for Product specifications like brand, model number,dimensions, performance, color, capacity,compatibilities, and professional photos areautomatically included in your listing. 20 21. 3. Launched tailored shoppingexperiences21 22. Tickets for sports, concerts, theater and other live entertainmentevents Clothing, shoes and accessories in detail Parts andaccessories, cars, trucks, motorcylces, powersports, boats andmore Cameras, cell phones, computers, tv, video, more electronics 22 23. 4. New Platforms 23 24. 24 25. iPhone Fashion App: Virtually try on sunglasses25 26. 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 companys arrogance and poor customer servicedawn 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 dontknow what I would have done if I hadnt found their phone number!Thanks.Anonymous 11/16/09 11:20AMhttp://www.customerservicescoreboard.com/eBay 26 27. 27 28. PayPal is an American-based global e-commerce business allowing paymentsand money transfers to be made through the Internet. Online money transfersserve as electronic alternatives to paying with traditional paper methods, suchas checks and money orders. Founded in 1998, USA Acquired by eBay in 2002http://www.youtube.com/watch?v=sLfm0Wwdikg28 29. 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 eBay29 30. Unmatched Advantages Internet Technology Pace of innovation Fraud expertise Global connections Digital Wallet Cross-border business Open platform Closed-loop data30 31. Delivering greater value to consumers & merchantsRewardingConsumers31 32. 32 33. Serving the worlds largest brands 33 34. Reviews for PayPal Paypal is great. Paypal is free (if you are giving money), easy to use. Its great. When I get money itdoesnt 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 invoiceaddress 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 ...34 35. 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 36. WeaknessesStrengthslimited number of reliableClear/Simple /Attractivemerchants in the local marketControl over theEasy business strategy topayment flow copyUse of social media Mislead advertisingGood privacy & Refund interpretation /fakePolicy promotion Currency exchange & lack ofPlans for Personalization trustOpportunities Threats Online trend for Social Competitors :media & smart phones GoogleOffers / Strong growth in livingsocial.com /emerging countries Facebook Deals Communication channels Brands are controlled More secure online by customerspayment (i.e. PayPal) Legal concern on Personalizationprivacy policy 36 37. Product Discounts on nearly everything Social places/ Events / Products etc Restaurants / Concerts/ Gyms/ Travel Deals 38. Product 39. Product 40. Price Daily deals on product/ service Discounts up to 70-80% Customers have to buy on Groupon.com 41. Promotion Gift Cards Refer Friends- Get 10$ coupons Personal Deals 42. Promotions 43. Promotions 44. Promotions 45. Place Groupon.com for US 41 localized websites(France /Germany/ Hong Kong/ Italy etc) Associations of Grouponsehirfirsati.com in Turkeycitydeal.fi in Finland 46. Segmentation #1: Geographic Core Business: Value Proposition Discovering local things to do Being geographically relevant 47. Segmentation#2: Product Type Groupon was a pioneer in the deal market Competitors emerged: targeting niche1. Groupon Getaways: focuses on travel2. GrouponLive: focuses on live events3. Groupon Now!: same-day deals 48. Segmentation #3: Lifecycle Every subscriber was treated same For the best customers, were doing things toreward, recognize and retain them as well. 49. 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 50. 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 inAustralia, Greece, Ukraine and Poland 50 51. 12.000.000 unique visitor/monthly 198.000.000 pageviews/monthly 500.000 products sale/monthly %700 gro