7. Consumer Buying Process:
The focus is on the 2nd and 3rd stages of the consumer buying decision process.
Information search:
Once the need is identified in the first stage, now the consumer will start seeking information about possible products to fulfil the need. He will search information on the complexity of choices and also his level of involvement. (Zaichkowsky, J. L., & Polegato, R. (2014))
Consumer will look for:
Internal information:
This kind of information is already with the consumer. It comes from previous experiences which he might have had with the product or brand and the opinions he must have formed of them.( Cunningham, L. F., Gerlach, J. H., Harper, M. D., & Young, C. E. (2005))
Internal information suffices when the …show more content…
(c) The deal seeking trait – Where a consumer looks for the best deal on products he is interested in. (Sharma, P., Sivakumaran, B., & Marshall, R. (2010).)
A segment of the ad shows a mother showing her baby several products on Amazon. She tells her baby choosing the best is your birth right; do not settle for anything less than that. These lines are particularly inspiring and appeals to the Indian consumer psyche.
“Aur dikhao” (show me more) captures the deep-rooted trait of Indians that they want to explore more varieties of products before actually making a purchase.
The commercial talks about this addictive behaviour in a humorous way without making fun of it. It makes Indians laugh at their compulsive behaviour, yet subtly asserts that Indians are smart buyers and they would not settle for anything unless they have viewed all the choices available.
9. Marketing Mix:
Product in the marketing mix of Amazon
Amazon India is an ecommerce company. The products are delivered to the customer, using delivery services. The company has built a huge product base and deals with almost all consumer products including Kindle, books, DVDs, mobile phones/tablet, clothes for all, jewellery, play station and a plethora of other product categories. Amazon continues to expand its product base from time to …show more content…
The company thrives on massive R&D efforts going into creating a better consumer experience ( Gronroos, C. (1994)). Amazon has customer service bases in many of the countries where it has an online presence, with most bases being located in the USA.
Promotion in the marketing mix of Amazon
Amazon broadcasts interesting and intriguing television commercials. It makes extensive use of web based advertising (Rowley, J. (1998).). Amazon also uses advertising networks algorithms so that whenever you view a product on amazon, you will see ads and offers related to that product on other sites you browse.
Search engine optimization marketing i.e. getting the company’s name high up the search engine’s results is also adopted.
Amazon also heavily relies on word of mouth. There are also several print media ads to make their presence felt.
Price in the marketing mix of Amazon
Amazon offers competitive prices for the products it sells. User can also purchase a premium account, ensuring faster deliveries. Amazon uses minimum staff to ensure that consumers benefit from the lack of overheads, and the effect is reflected in the prices online.
Amazon uses technology to make a highly integrated supply chain management environment by which it saves on costs and delivers high performance almost all the time.
The focus is on the 2nd and 3rd stages of the consumer buying decision process.
Information search:
Once the need is identified in the first stage, now the consumer will start seeking information about possible products to fulfil the need. He will search information on the complexity of choices and also his level of involvement. (Zaichkowsky, J. L., & Polegato, R. (2014))
Consumer will look for:
Internal information:
This kind of information is already with the consumer. It comes from previous experiences which he might have had with the product or brand and the opinions he must have formed of them.( Cunningham, L. F., Gerlach, J. H., Harper, M. D., & Young, C. E. (2005))
Internal information suffices when the …show more content…
(c) The deal seeking trait – Where a consumer looks for the best deal on products he is interested in. (Sharma, P., Sivakumaran, B., & Marshall, R. (2010).)
A segment of the ad shows a mother showing her baby several products on Amazon. She tells her baby choosing the best is your birth right; do not settle for anything less than that. These lines are particularly inspiring and appeals to the Indian consumer psyche.
“Aur dikhao” (show me more) captures the deep-rooted trait of Indians that they want to explore more varieties of products before actually making a purchase.
The commercial talks about this addictive behaviour in a humorous way without making fun of it. It makes Indians laugh at their compulsive behaviour, yet subtly asserts that Indians are smart buyers and they would not settle for anything unless they have viewed all the choices available.
9. Marketing Mix:
Product in the marketing mix of Amazon
Amazon India is an ecommerce company. The products are delivered to the customer, using delivery services. The company has built a huge product base and deals with almost all consumer products including Kindle, books, DVDs, mobile phones/tablet, clothes for all, jewellery, play station and a plethora of other product categories. Amazon continues to expand its product base from time to …show more content…
The company thrives on massive R&D efforts going into creating a better consumer experience ( Gronroos, C. (1994)). Amazon has customer service bases in many of the countries where it has an online presence, with most bases being located in the USA.
Promotion in the marketing mix of Amazon
Amazon broadcasts interesting and intriguing television commercials. It makes extensive use of web based advertising (Rowley, J. (1998).). Amazon also uses advertising networks algorithms so that whenever you view a product on amazon, you will see ads and offers related to that product on other sites you browse.
Search engine optimization marketing i.e. getting the company’s name high up the search engine’s results is also adopted.
Amazon also heavily relies on word of mouth. There are also several print media ads to make their presence felt.
Price in the marketing mix of Amazon
Amazon offers competitive prices for the products it sells. User can also purchase a premium account, ensuring faster deliveries. Amazon uses minimum staff to ensure that consumers benefit from the lack of overheads, and the effect is reflected in the prices online.
Amazon uses technology to make a highly integrated supply chain management environment by which it saves on costs and delivers high performance almost all the time.