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Transcript of e-Deals
A look at how sensitive individuals can be to price and value when it comes to purchasing cheap products and services online.
In turn how influences, motivations and customer satisfaction can effect success of e-Deals
Observable characteristics or statistical aspects of of a population to describe customers
Consumer Price & Value Consciousness
Evaluative criteria is the features, specs of the product
It is the potential benefits of the product
With the E-deals, the features are the good food for the discounted price
The potential benefit is to have a good meal and to save money
Effects of Consumer Motivation
Effects of Attitude
3 Types of Attitude: Affect, Behavior, and Cognition (ABC)
Intention to Buy
Informational influence is when consumers use the behaviors and attitudes of reference groups as information into making their own decisions.
What is an e-Deal?
Reason for lack of interest in e-Deal relies heavily on associated social risks
Today's youth rely heavily on how peers perceive them
Brand of products play a large role in creating a personal image
Notion: Lower cost goods and services are perceived as lower quality
Motivation & Involvement
Results show e-Deals have little to no personal relevance to respondents therefore meaning no value in products
Results indicate relatively negative or little motivation towards provided e-Deals.
There is little driving force behind individuals to purchase products through the e-Deal service
the negative consequences likely to result from consumption uncertainty
how attitudes are changed based on different levels of consumer involvement
• Consumers are more price conscious
• Value conscious table mean: 3.975
• Price conscious table mean: 4.374
• Neither were high scores
• Due to younger demographic
• Primary and secondary
• Formal and informal
• Aspirational and Membership
• Most influential reference group: Primary
• People close to the consumer
• Financial decisions are shared, influences all of family
1 Redeeming e-deals makes me feel good.
2 I enjoy searching for e-deals on the Internet.
3 When I use e-deals, I feel that I am getting a good deal.
1 I enjoy using e-deals, regardless of the amount I save by doing so.
2 I have favorite brands, but most of the time I buy the brand I have an e-deal for.
3 I am more likely to buy brands for which I have an e-deal.
Those are about utilitarian motivation.
-serial position effect
Presented by: Storm Crow, Jordon Moore, Patrick Fell and William Zhang
Frequency = Experience
Evaluation of e-Deal advertisement
Word of Mouth (WOM)
Promotion of Purchase Intentions
40% of respondents were aged 18-25
23% of respondents were aged 26-35
15% of respondents earned an annual salary of
$80,000 to $100, 000
18% of respondents earned an annual salary of
75% of respondent have used e-Deals
72% of this portion indicate that they rarely use the service on a regular basis. Therefore indicating a lack of experience and knowledge of e-Deals
"provides online users with electronic coupons, and in return marketers benefit when consumers tell their friends about the coupons they receive"
involves a Business to Consumer (C2C) relationship
Attitude: the overall evaluation of objects, products and services
The Behavior component of attitude is most relevant to the results derived from survey. It relates to an individual’s actions towards an object, product or service.
Based on consumer judgement or satisfaction with e-Deal
Average mean: 3.5-3.7
indicates neither positive or negative response - owes to age and income demographics
Financial - cost associated with product purchase
Social - association with product could effect personal image
Performance - product does not perform as expected
Physical - personal harm or damage caused by consumption
Time - search for product, service and maintainence
persuasion process will follow one of two routes:
a central route, or a peripheral route
Elaboration Likelihood Model
The Peripheral route of persuasion is most appropriate
survey results indicated responses that were neither positive or negative.
Respondents indicate the product had little or no personal relevance and so there was little motivation to process the message about the product being offered
Determinant criteria is the ‘most important’ aspect of a product
Each customer has their own determinant criteria
Determinant criteria makes or breaks a sale..
Determinant criteria for the e-deals may be price, location or food itself
• The means of the value conscious table ranged around 3.5-4.5
• Not a relatively impressive score
• The savings from e-deals is not worth it to these consumers
• Possibly because of the younger demographic
• Means from the price conscious table: 3.8-4.6 – slightly higher
• Consumers highly value a lower price
• Will search with high involvement to get cheapest deal
Utilitarian (Normative) influence
Value-expressive influence is when consumers internalize a group’s values or join groups to express their own values and beliefs.
Utilitarian influence is when consumers conform to group expectations to receive a reward or avoid punishment.
Push and Pull Strategy
is information about product, services, and experiences that is transmitted from consumer to consumer. There are two types of WOM influences can be distinguished;
Types of WOM influences :organic and amplified.
Consumer motivations are the inner reasons or driving forces behind human actions and drive consumers to address real needs. The fulfillment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfill those needs.
Hedonic motivations involves a drive to experience something personally gratifying
Utilitarian motivation is a drive to acquire products that consumers can use to accomplish things.
Types of Motivation
results owe to
lack of personal relevance (involvement)
lack of motivation - no need for saving
demographics - different priorities
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