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Consumer Buying Behavior Read the following Case Assignment: Ebay Creating Customers on the Move The advent of mobile commerce (m-co r e) has begun to create significant changes in the way consumers make purchasing decor. The introduction of online shopping first began to draw customers way from brick and mortar retailers, changing the location of where they made the purchases. The use of mobile devices has expanded the location of purchase decisions even further, so now consumers can make purchases from almost anywhere, so long as they have a mobile device with them. It also has leveled the playing field for consumers in many cases, as wlows them to comparison shop on prices of products that they might find inters In 2009, the mobile commerce market rated $183 on in v enue By 2015 octed to reach over $119 on When it comes to m-commerce, eBay has jumped in with both feet. It is estimated to hold about 33 percent of commerce, compared to online rester Amazon's percent. It was estimated to sell $15 tonin goods vam com e in 2010, compared to $600 million in 2009. eBay Launched its first mobile application for the phone in 2008 and has since produced 14 apps, including eBay Seling. StubHub Deals, and Fashion stay's core ifhone application has been downloaded 14 million times, and is entire stable of apps has seen over 30 milion dowruh war e Purchases range from clothing and accessonesto sporting event and concert tickets computers and technoy gadgets, collectables, and even uury ombes Research cates that more than half of regularm commerce purchasers are comfortable spending over $100 on a mobile purchase, and 14 percent are willing to spend over $1,000 ellary has been quick to embrace the trend toward comparison whopungas pot ters come in store prices online with those offered by other retailers. Inne 2010, eBay purchased Redlaser, a e ago that uses the cell phone can to de products barcode and locate that product wineBay's system If a buyer is searching for a certain designer jacket for example, he could compare prices between eBay's actions fat priced buy it now options, and eBay's Fashion which others limited time deep dscounts on selecte d merchandise m But while ellay has excelled in m-commerce so far, its ability to fully capitalure on this growth potential depends on how it is able to influence consumer purchasing decisions Merely allowing consumers to Search for tems, compare prices, and then make a purchase isn't enough As eBay VP of mobile platforms Steve Yankovich says, "We want consumers to engage when they don't have a purchase in The combination d es with mobile devicesenatibong and purchagway anywhere at any time, especially during down m ay when the portbuyer is getting a harcut or waiting in at the coffee shop by enabling buyers more opportubes to shop and make purchases, ellay is hoping to spark purchases based on the buyerm ediate on The Bay Fanshonaco is designed to inspire browsing and experimentation offering features such as a clothing focused search functiona l close to save around and am and match feature that allows users to p a rticles of Clothing with various accessories Users can even take a pure of themselves using the phone camera and the Fashion app will superimpose the outs they create over their fiqure, wlowing shoppers to tally try on the looks so if a purchaser saw a dress she liked at a party, she could try on' and match it up with accessories in her wardrobe. eBay is planning to release even more apps like ebay Fashion, targeting key eBay shopping demographics such as car enthusiasts and home and garden enthusiasts Early trends suggest that shoppers are responding to bays forts as well as eBay has continued to develop the offerings of the Bay Fashion an average user browsing time on the app has increased by 40 percent sincetonnal release and mobile hon sales red over the past year nothing else thenew trends in commerce move very quicy and by must continue to novated wants stay ahead of the game Says Yankovich "Nobody knows whats going to happen in mobile We need to be ready to spin on a diume Answer the following 1 Which stages of the consumer decision-making process are affected most by comparison shopping on mobile platforms? Explain 2 Technology has drastically altered the consumer buying behavior, today as consumers we have the mury to browse and shop virtually anywhere at anytime What are your thoughts on being able Shop 247 virtually? 3 Do you find yourself shopping online more as posed to the traditional shocoing method of visiting the store dunng store hours? Why or Why not? 4 What are your thoughts on Black Friday in store deals versus Cyber Monday, do you find one to be more beneficial to the consumer than the other Consumer Buying Behavior Read the following Case Assignment: Ebay Creating Customers on the Move The advent of mobile commerce in commerce) has begun to create cant changes in the way consumers make purchasing decors The wroduction of online Shopping first began to draw customers away from brick-and-mortarreters, changing the location of where they made the purchases. The use of mobile devices has expanded the location of purchase decisions even further, so now consumers can make purchases from most anywhere so long as they have a mobile device with them. It also has leveled the playing bed for consumers in many cases, as it allows them to comparison shop on prices of products that they might find in stores In 2009, the mobile commerce market generated $18 3 billion in total revenue By 2015 it's projected to reach over $119 bilion When it comes to m-commerce, eBay has jumped in with both feet. It is estimated to hold about 33 percent of m-commerce, compared to online retailer Amazon's 15 percent. It also was estimated to sell $1.5 billion in goods via m-commerce in 2010, compared to $800 milion in 2009. eBay launched its first mobile application for the Phone in July 2008 and has since produced 14 apps, including eBay Seling. StubHub, es, and Fashion Blay's core iPhone application has been downloaded 14 million times and its entire stable of apps has seen over 30 milion downloads word Purchases range from clothing and accessories to sporting event and concert tickets computers and technology Gadgets, collectables and even lury automobiles Research dicates that more than half of regularm-commerce purchases are confortable spending over $100 on a mobile purchase and 14 percent are willing to spend over $1.000 eBay has been quick to embrace the trend toward comparison shopping, as potential buyers compare in store prices online with those offered by other retailers In June 2010 eBay purchased RedLaser a mobile app that uses the cell phone camera to identity a product's barcode and locate that product within lay's system If a buyer is searching for a certain designer jacket for example, he could compare prices between eay's auctions for priced buy it now options, and eBay's Fashion Vault, which offersented time deep discounts on select high-end merchandise But while eBay has exceed in m-commerce so far, its ability to Search for dem , compare prices, and then make a purchase mind capture on this growth potential depends on how is to m e consumer purchasing decrons Merlowing consumers to enough AseBay VP of mobile platforms Steve Yarkovich says "We want consumers to engage when they don't have a purchase in The combination of apps with mobile devices enables browsing and purchasing ay anywhere at any time, especially during downtime say when the potential buyer is getting a cut or wating in line at the coffee shop By enabling buyers more opportunities to shop and make purchases lay is hoping to spark purchases based on the buyer's immediate stubon. The eBay Fashion app is designed to inspire browsing and experimentation, offering features such as clothing focused search function a virtual close to sve various find and a mix and match feature that allows users to per particles of clothing with various accessories. Users can even take a picture of themselves using the phone camera and the Fashion app will superimpose the outfits they create over their fiqure, allowing shoppers to digitally "try on the looks. So if a purchaser saw a dress she ked at a party, she couldwy it on and match it up with accessories in her wardrobe eBay is planning to release even more apps like eBay Fashion targeting key eBay shopping demographics such as car enthusiasts and home and garden enthusiasts Early trends suggest that shoppers are responding to eBay's efforts as well Aslay has continued to develop the engs of the clay Fashion app, average we browsing time on the app has increased by 40 percent since s original release and mobile fashion sales red over the past year it nothing else the new trends in commerce move very quickly and eay must continue to wote wants to stay ahead of the game Says Yankovich, "Nobody knows what's going to happen in mobile We need to be ready to spin on a dime" RIN CIDUberly or onde! Answer the following: 1. Which stages of the consumer decision-making process are affected most by comparison shopping on mobile platforms? Explain 2. Technology has drastically whered the consumer buying behavior, today as consumers we have the luxury to browse and shop virtually anywhere at anytime What are your thoughts on being able to shop 24/7 virtually? 3 Do you find yourself shopping online more as opposed to the traditional shopping method of visiting the store during store hours? Why or Why not? 4 What are your thoughts on Black Friday in store deals versus Cyber Monday, do you find one to be more beneficial to the consumer than the other? J U JULI MI , UYUUUUU Role beneliczallo the consumer than the other? The requirements below must be met for your paper to be accepted and graded: Write between 500 - 750 words (approximately 2 - 3 pages) using Microsoft Word Attempt APA style Use font size 12 and 1" margins Include cover page and reference page At least 50% of your paper must be original content writing No more than 40% of your content information may come from references Use at least two references from outside the course material preferably from EBSCOhost Textbook lectures and other materials in the course may be used but are not counted toward the two reference requirement Reference material data cates graphs, quotes, paraphrased words, values, etc) must be identified in the paper and listed on a reference page Reference material (data dates, graphs, quotes, paraphrased words values, etc) must come from sources such as scholarly journals found in EBSCOhost, online newspapers such as The Wall Street Journal government websites et Sources such as Wikos, Yahoo Answers How etc are not acceptable