#consumer decision making

[madhukumarc]

Why do Users Trust Comparison Sites More than Official Websites?

[madhukumarc]

How do Consumers Make Purchasing Decisions?

[vbikibili]

Mastery Journal: Internet Consumer Behavior & Analysis

During the elaboration of my Mastery Journey Timeline Journal, I set up three goals for this class “Internet Consumer Behavior and Analysis”. The present entry is to explain how this course helped me to achieve my goals.

My first goal was to understand how Internet marketing campaigns affect consumer buying decisions. I can attest the content of this class helped me to better understand the process of consumer buying decisions and it relates to Internet marketing campains. The study of different topics such as consumer decision making, consumer segmentation, consumer in control, online consumer survey helped me to deepen my understanding of consumer behavior. Each week, the professor gave us various articles links that represent a mine to be explored for further analysis. I must say,  I will continue exploring this section of Internet Marketing.

My second goal was to master personalized marketing strategies related to consumer behavior. I believe I reached this goal by using my chosen company Community Action Agency of Delaware County, Inc (CAADC). Each week, I was able to apply the learnings of the week to my company. I explored consumer buying decision-making process by identifying the target audience of my company, its different consumer segments, how they react when it comes to purchase intentions and decisions and all this data can be integrated in our marketing strategies. It was very helpful to have a concrete case study of company where I can experiment the learning of this course.

The third goal was learning how to create a survey buying behavior of my company. Week four focused on this goal and I was able to create a real survey on SurveyMonkey. Without doubt, I also reach this goal. This class was helpful to me in many ways. The journey does not stop with the end of this course. I must say, I am better equipped now to continue working and exploring different sources to increase my mastery of Internet Consumer Behavior and Analysis.

[tfcfilipinoadnetwork]

The Role of Content in Consumer Decision Making Process (2014 Custom Study)

Nielsen shares this study that measured the impact of third-party content, user reviews and branded content on driving familiarity, affinity and purchase intent across multiple product categories.

The results show that consumers rely on credible, third-party more than branded content or user-generated content when making decisions.

The research suggests that there is a higher degree of trust from consumers when they are reading content from credible, third party experts.

This level of trust further suggests that expert content is more efficient at pushing consumers along the consumer decision-making process because it is more effective at consistently lifting these measures across each phase of the purchase process.

View: The Role of Content Inpowered

[hellomisterofau-blog]

If all this sounds as if New York’s soda consumers were about to become the subjects of an elaborate social-science experiment designed to reshape their behavior and desires, well, that’s kind of true. But then we’ve been the subject of just such an experiment, run by beverage and fast-food companies, for the past forty years. If Bloomberg has his way, we may start feeling like we’re white rats in a maze, but at least there’s a good chance we’ll be thinner rats.

The Economics of Michael Bloomberg’s Large-Soda Ban : The New Yorker

There has been a lot of talk about Bloomberg's decision to limit beverage sizes in NYC. Cue cries of nanny state etc. James Surowiecki asks is this "experiment" any different than the ones that have been played on consumers by food and beverage manufacturers to increase volume over the last 100 years? He also raises the tricky and blurred idea of "choice",  how we are fooled into making them and what poor judges we are at determining if we are sated.

Good read that discusses various experiments on consumer decision making and how generally bad we are at it.

I'm still not sure what I feel about this sort of decision, but sometimes, people DO need protection from themselves.  

[alliwantiscakeandlove]

Any parent can tell you that understanding why a teen behaves as they do prepares you to influence their decisions. The same is true of marketers and consumers. For marketers, unraveling the complexities of customer decisions can mean the difference between marketing success and failure. That’s why we try to frame research objectives in terms of understanding consumer choices.

What is the consideration set?

What are the decision drivers?

How do those drivers relate to the person’s core values?

What advantages (equities) does the brand offer that can be connected with those drivers?

Consumers Are Terrible at Explaining Their Choices It doesn’t help that consumers are often inarticulate when it comes to analyzing their own decisions. They often find it hard to say why they chose one option over others. When they do provide a rationale, we’ve learned to take what they say with caution -- the consumer may not even be aware of his or her motivations. This is particularly true in low involvement categories where there is little time, money or ego at stake.