Digital Consumer Behaviour Overview

• Title: Digital Consumer Behaviour

• Instructor: Dr. Jeynakshi Ladsawut

• Institution: UTM University Technology, Mauritius

• Department: Department of Tourism and Leisure Studies

• Focus: Sustainable Goals

Understanding Consumer Behaviour

• Definition: The art of understanding how people buy.

• Characteristics:

  • Set of value-seeking activities addressing realized needs.

Key Elements of Consumer Behaviour

• Reflects:

  • Totality of decisions regarding an offering by decision-making units over time.

  • Influences:

    • Information gathering

    • Hours spent

    • Products and services acquired

    • Usage patterns

    • Disposition of products

    • Quantity and frequency of purchase

Digital Consumer Behaviour

• Definition:

  • Procedures adopted by consumers online when searching, selecting, buying, using, and discarding products and services through digital channels. (Sachdev 2024)

• Characteristics:

  • One who uses electronic means to obtain products and services.

Motivations for Online Purchases

• Reasons Why Consumers Purchase Online:

  • Easily check prices

  • Conduct research and comparisons

  • Availability of reviews

  • Convenience of viewing products

  • Simple purchasing process (within a few clicks)

Profile of the Digital Consumer

• Needs of Modern Consumers:

  • Assistance in meeting needs and wants

  • Demand for relevance and personalization

  • Expectation of customized experiences

  • Digital convenience: ability to search and compare information

Influences on Digital Consumer Behaviour

• Key Aspects:

  • Digital Culture: Knowledge, beliefs, and practices in an online context.

  • Digital Group Influence: Norms and beliefs held by online groups.

  • Technology Impact: Automation and decision-making enhanced by mobile devices.

  • Digital Influencers: Individuals affecting buying decisions, e.g., food stylist influencers or tech reviewers.

Role of Digital Marketers

• Who are Digital Marketers?

  • Roles include:

    • Social Media Manager

    • SEO Specialist

    • Digital Brand Manager

    • Paid Media Specialist

    • Content Marketing Specialist

Understanding Consumer Segments

• Consumer Segment Differences:

  • Different age groups have distinct needs and wants.

  • Shared values and cultural experiences among segments.

  • Use of big data for deeper consumer understanding.

  • Demographics, such as age and gender, impact preferences.

Demographic Factors in Consumer Behaviour

• Key Influencers on Consumer Spending:

  • Marital status influences spending power.

  • Social class and income correlations with product choices.

Marketing Strategies

• Use of Demographics:

  • Family structure, social class, and income affect buying power.

  • Adjustments made by brands, like McDonald's and Burger King, to cater to different ethnic preferences.

Lifestyle and Self-Perception

• Influence of Lifestyle:

  • Personal values and leisure activities shape consumer preferences.

Marketing Stimuli

• Effectiveness of Marketing Strategies:

  • Compete for consumer attention.

  • Influence consumer actions regarding lifestyle choices.

Conclusion and Future Sessions

• Next Session: Services Marketing on Thursday.

Digital Consumer Behaviour Overview

Title: Digital Consumer Behaviour

Instructor: Dr. Jeynakshi LadsawutInstitution: UTM University Technology, MauritiusDepartment: Department of Tourism and Leisure StudiesFocus: Sustainable Goals

Understanding Consumer Behaviour

Definition

Consumer behaviour refers to the comprehensive study of how individuals or groups make decisions to purchase goods and services. It encompasses the psychological, social, and emotional aspects influencing buying decisions.

Characteristics

• Consumer behaviour represents a set of interconnected activities aimed at fulfilling realized needs and desires.

• It includes the decision-making processes resulting in the consumption of products and services, focusing on value maximization.

Key Elements of Consumer Behaviour

• Reflects:

  • The totality of decisions made by buyers regarding an offering over different time intervals.

  • Encompasses the lifecycle of consumer engagement with a product from awareness to purchase and post-purchase evaluation.

• Influences:

  • Information Gathering: Consumption of information from various sources to inform purchase decisions.

  • Hours Spent: Time dedicated to researching products and services prior to making a decision.

  • Products and Services Acquired: Specific items or services that consumers choose based on needs.

  • Usage Patterns: Ways consumers utilize products, impacting future purchase intentions.

  • Disposition: Decisions regarding the disposal or recycling of products once they no longer serve their intended use.

  • Quantity and Frequency of Purchase: Patterns that define how often and in what volumes products are bought.

Digital Consumer Behaviour

Definition

Digital consumer behaviour describes the methodologies and decision-making processes consumers engage in while sourcing, evaluating, purchasing, using, and ultimately disposing of products or services via digital platforms, such as websites and mobile applications. This concept illustrates the ubiquitous nature of technology in influencing consumer actions throughout the buying journey. (Sachdev, 2024)

Characteristics

• Digital consumers are individuals who leverage electronic means, such as internet-enabled devices, to access, evaluate, and acquire both tangible goods and services.

Motivations for Online Purchases

Reasons Why Consumers Purchase Online

• Ability to easily check and compare prices across various platforms, enhancing financial decision-making.

• Facilitated research capabilities that allow consumers to read product reviews and detailed descriptions.

• The convenience provided by digital mediums that enable comprehensive product views and specifications.

• Streamlined purchasing processes that typically require minimal clicks to complete a purchase, saving time.

Profile of the Digital Consumer

Needs of Modern Consumers

• Significant assistance required to meet evolving needs and wants in an increasingly complex marketplace.

• Growing demand for relevance and personalized experiences, prioritizing consumer-centric services.

• Expectations for highly tailored experiences that resonate with individual preferences and lifestyles.

• Desire for digital convenience allowing consumers to both search for and compare product information efficiently.

Influences on Digital Consumer Behaviour

Key Aspects

• Digital Culture: Set of knowledge, beliefs, and practices intrinsic to online experiences, shaping consumer mindsets.

• Digital Group Influence: Norms, behaviors, and beliefs propagated by online communities and networks affecting individual buying decisions.

• Technology Impact: The role of automation and advanced technology such as AI in enhancing decision-making capabilities via mobile devices.

• Digital Influencers: Individuals leveraging platforms like Instagram and YouTube who significantly impact consumer purchasing decisions through content, such as product reviews and testimonials.

Role of Digital Marketers

Who are Digital Marketers?

Digital marketers engage in creating strategies to effectively reach consumers through digital channels and media.

Roles include:

• Social Media Manager: Responsible for content creation and engagement on social platforms.

• SEO Specialist: Focuses on enhancing website visibility in search engine results.

• Digital Brand Manager: Oversees brand strategy online, ensuring consistent messaging and identity across channels.

• Paid Media Specialist: Manages paid advertising campaigns across various digital platforms.

• Content Marketing Specialist: Develops relevant content to attract and engage target audiences.

Understanding Consumer Segments

Consumer Segment Differences

• Recognition that distinct age groups exhibit vastly different needs, preferences, and consumption habits.

• The impact of shared values and cultural experiences among different segments on their buying behaviors.

• Utilization of big data analytics for in-depth understanding and prediction of consumer behavior.

• Demographics, including age, gender, income, and education levels, play crucial roles in shaping consumer preferences.

Demographic Factors in Consumer Behaviour

Key Influencers on Consumer Spending

• Marital Status: Directly affects consumer spending power and purchasing decisions.

• Social Class and Income Levels: Correlate significantly with preferences for products and services.

Marketing Strategies

Use of Demographics

• Understanding family structure, social class, and income as parameters affecting overall buying power.

• Adjustments made by brands, such as McDonald's and Burger King, to cater to diverse ethnic preferences, showcasing their adaptability in marketing strategies.

Lifestyle and Self-Perception

Influence of Lifestyle

• Individual lifestyles, personal values, and leisure activities deeply influence consumer preferences and choices in the marketplace.

Marketing Stimuli

Effectiveness of Marketing Strategies

• The competition among brands to capture consumer attention and influence decisions based on lifestyle choices.

Conclusion and Future Sessions

Next Session: Services Marketing on Thursday, with an emphasis on how services differ from products in aspects of marketing strategies and consumer interactions.

Digital Consumer Behaviour Overview

Title: Digital Consumer Behaviour

Instructor: Dr. Jeynakshi LadsawutInstitution: UTM University Technology, MauritiusDepartment: Department of Tourism and Leisure StudiesFocus: Sustainable Goals

Understanding Consumer Behaviour

• Definition: Study of how individuals or groups decide to purchase goods/services, influenced by psychological, social, and emotional factors.

• Characteristics: Interconnected activities fulfilling needs and desires, focusing on decision-making for consumption.

Key Elements of Consumer Behaviour

• Reflects: Totality of purchase decisions over time, from awareness to post-purchase evaluation.

• Influences: Information gathering, time spent, product acquisition, usage patterns, disposal decisions, purchase frequency, and quantity.

Digital Consumer Behaviour

• Definition: Decision-making processes in sourcing and engaging with products/services via digital channels (websites, apps).

• Characteristics: Utilizes electronic means for evaluation and acquisition of goods/services.

Motivations for Online Purchases

• Reasons: Ease of price comparison, facilitated research and reviews, digital convenience, and streamlined purchasing processes.

Profile of the Digital Consumer

• Needs: Demand for personalized experiences, digital convenience, and relevance.

Influences on Digital Consumer Behaviour

• Key Aspects:

  • Digital Culture: Knowledge and beliefs in online contexts.

  • Digital Group Influence: Norms from online communities.

  • Technology Impact: Automation enhancing decision-making.

  • Digital Influencers: Individuals impacting purchase decisions through content.

Role of Digital Marketers

• Digital Marketers' Roles:

  • Social Media Manager

  • SEO Specialist

  • Digital Brand Manager

  • Paid Media Specialist

  • Content Marketing Specialist

Understanding Consumer Segments

• Consumer Differences: Distinct demographics have varying needs and preferences; influenced by values, experiences, and big data understanding.

• Key Influencers: Marital status, social class, and income impact preferences and spending.

Marketing Strategies

• Demographics: Brands adjust to consumer demographics for effective marketing (e.g., catering to ethnic preferences).

• Lifestyle Influence: Personal values and lifestyle choices significantly influence consumer decisions.

• Marketing Effectiveness: Strategies compete for consumer attention and influence lifestyle choices.

Conclusion and Future Sessions

• Next Session: Services Marketing on Thursday, focusing on marketing strategies for services vs. products.

Digital Consumer Behaviour Overview

Title: Digital Consumer BehaviourInstructor: Dr. Jeynakshi LadsawutInstitution: UTM University Technology, MauritiusDepartment: Department of Tourism and Leisure StudiesFocus: Sustainable Goals

Understanding Consumer Behaviour

Consumer behaviour encompasses the comprehensive study of how individuals or groups make decisions to purchase goods and services. It involves the psychological, social, and emotional aspects that influence buying decisions. Characteristics of consumer behaviour represent interconnected activities aimed at fulfilling realized needs and desires, focusing on value maximization through decision-making processes.

Key Elements of Consumer Behaviour

Consumer behaviour reflects the totality of decisions made by buyers regarding an offering over time, encompassing the lifecycle of consumer engagement from awareness to purchase and post-purchase evaluation. Influences on consumer behaviour include information gathering, the time spent on research, specific products and services acquired, usage patterns, disposal decisions, and the quantity and frequency of purchase.

Digital Consumer Behaviour

Digital consumer behaviour describes the methodologies and decision-making processes consumers engage in while sourcing, evaluating, purchasing, using, and ultimately disposing of products or services via digital platforms, such as websites and mobile applications. This highlights the pervasive influence of technology on consumer actions throughout the buying journey. Digital consumers use electronic means to access, evaluate, and acquire goods and services, driven by motivations such as ease of price comparison, the ability to research products, the convenience of viewing them, and streamlined purchasing processes.

Profile of the Digital Consumer

Modern consumers require significant assistance to meet evolving needs and wants in a complex marketplace. They demand relevance and personalized experiences and expect tailored interactions that resonate with their individual preferences. Digital convenience is key, enabling consumers to search for and compare product information efficiently.

Influences on Digital Consumer Behaviour

The influences on digital consumer behaviour include aspects such as digital culture, which encompasses the knowledge, beliefs, and practices intrinsic to online interactions. Digital group influences arise from the norms and behaviors propagated by online communities, while the impact of technology, particularly automation and AI, enhances decision-making abilities via mobile devices. Digital influencers play a significant role in affecting purchasing decisions through content shared on platforms like Instagram and YouTube.

Role of Digital Marketers

Digital marketers are responsible for creating effective strategies to reach consumers through digital channels. Their roles include that of a social media manager, SEO specialist, digital brand manager, paid media specialist, and content marketing specialist.

Understanding Consumer Segments

Recognizing that distinct age groups exhibit vastly different needs, preferences, and consumption habits is crucial for understanding consumer segments. Shared values and cultural experiences can significantly impact their buying behaviors. The utilization of big data analytics aids in gaining in-depth insights into consumer preferences shaped by demographics such as age, gender, income, and education levels.

Demographic Factors in Consumer Behaviour

Key influencers on consumer spending include marital status, directly affecting purchasing decisions, while social class and income levels correlate significantly with preferences for products and services. Marketing strategies rely heavily on understanding the demographics of consumers, with brands adjusting their approaches to cater to different ethnic preferences and adapting their strategies for effective consumer engagement.

Lifestyle and Self-Perception

Individual lifestyles, personal values, and leisure activities profoundly influence consumer choices. Marketing strategies compete for consumer attention, targeting lifestyle choices to influence purchasing decisions effectively.

Conclusion and Future Sessions

The next session will focus on Services Marketing, emphasizing how marketing strategies for services differ from those for products, as well as the nature of consumer interactions with services.