CONSUMER BEHAVIOUR CASE

Consumer Behavior Case Digital Platform

Consumer attitudes are a combination of beliefs, feelings, and intentions related to a particular object or concept. In the present milieu, issues related to environment, society, finances, health, and well-being are gaining importance, and attitudesboth positive and negativeare being developed towards them. It is becoming imperative for marketers to understand consumer attitudes in order to understand customers better and also to know how they can influence or respond to those attitudes. The internet is evolving and so the consumers are changing and engaging differently with brands. The evolution of a consumer buying decision process is bringing in a new marketing mantra.

Big online retailers like Amazon, Flipkart depend extensively on data collected from multiple sources, such as behaviour tracking and demographic profiling, to help them identify potential customers and approach them in the best way possible. The wealth of information collected is deciphered to enable retailers to strategize on all fronts for optimum results while dealing with customers.

Their data-mining efforts have revealed that young working mothers in their 30s are looking for products across categories such as toys, diapers, kids wear, beauty items and are more likely to purchase high-end lingerie from an online marketplace. This becomes a fine touch-point for retailers to detail out their communication in a way that would reach out best to this group.

Similarly brick and-mortar retailer, Walmart found out through data mining that beer sales would go up on a Friday afternoon. This data pattern identified the fact that it was young males coming in to a store to pick up diapers for their new-borns who were responsible for the surge. And behind the data and the fact was the insight that the fathers, who had to stay home to take care of the baby, could not go out to meet friends, and hence, bought beer to drink at home. The strategy that followed was, Walmart moved beer next to the diapers section, resulting in a rise in sales.

Question:

1. In the present digital world, new tech trends are emerging, and consumer habits are completely transforming how, where, and why we buy. Explain your answer with the use of the above case (15 marks)