While brainstorming
ideas for my project and looking at various articles online about Consumer
Behavior, the corner of my eye noticed the “30% off at Banana Republic” advertisement.
I quickly clicked on it completely forgetting everything I was doing and spent
the next 30 minutes trying to figure out what to buy. That’s when I realized
that 1. I am addicted to online shopping and 2. This is exactly what I want to
write my paper on.
- Idea for the topic: I want to study the consumer behavior related
to online shopping in the clothing/retail segment. After doing some quick
research I found that online shopping has become the third most popular
internet activity, even more popular than catching up on news and
entertainment. I want to learn if there are certain types of people who online
shop more than others, or if it becomes repetitive after trying it once. I
want to research into the influencing factors contributing to online shopping
consumer behaviors. How well does your education or income level play in the realm
of online shopping? Do people with less time on their hands shop online more,
or people who are lazy and rather not go to a mall? Are people willing to shop
online at stores they normally shop at or are willing to try new places online
first? I have many questions about this topic which will help me lead to analyzing the insights necessary to market to online shoppers.
- Why is this topic
interesting to you? This topic is very applicable to me and my lifestyle. I
actually shop online more than I shop at the mall. I shop online almost
anywhere from Old Navy to Zara to Asos. (Zara creating an online system was a
really good day for me). I have various reasons I shop online vs. at the store
such as convince and availability. I want to research deeper into why some people shop online more than others, and why some people even prefer it to going to the store.
- What is the
connection to the gathering and identification of customer insights and/or the
design of valuable customer experiences? I feel like online shopping is all about
attracting a customer to your website with products they already know they like. Having valuable customer insights about peoples
behavior while online browsing can help determine why people buy what they buy
online. I would like to so online shop-alongs with people who buy clothing items online and see
if their habits are similar to others. Gathering this information can help
determine if certain items are more likely to be purchased online verses
others. For example, I believe it’s easier to buy shoes online verses a pair of
jeans because shoes usually fit the same each time. Customer insights about online shopping can
help develop a dynamic sense of what people feel and how they react. Without
being able to try on the item or touch how it feels, customers make online
purchases. Why are people trusting of online shopping if you can’t even use half
your senses when making a purchase?
- Cite and briefly
describe at least one article that is related to your topic (this can be either
an academic article or trade article, at this point).
This report was
conducted by Dejan Petrovic which outlines behavioral characteristics of customers
who shop online. The report was conducted on young adults ages eighteen to
thirty four who were shopping for a mobil phone online. According to research, there are four distinct
groups with different intentions:
-
Exploration
-
Entertainment
-
Shopping
-
Information
The research also
showed that a higher education and level in technology can be an encouraging
factor.
I want to conduct a similar research
except for online shopping for clothing. By
studying external factors, demographics, personal attitudes, product quality, website
quality, and personal intentions, I will be able to determine valuable customer
insights.
Radha - I like this topic idea a lot. I also find myself being very distracted by online shopping (J. Crew & Zullily are huge time wasters and distractions for me). I think the topic might still be a bit broad, even focusing on clothing, but I think you can remedy that with a focused outline. On this blog post, I was wanting you to go a bit more in depth on your ideas for the topic. Keep in mind that the minimum guideline is a page and a half, and yours goes just over a page (including the bulleted list and spaces between paragraphs). I think this is a good start to move forward with, so just let me know if you want to talk along the way.
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