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E-Commerce
Internet Consumer & Market
Research
Learning Objectives
•Describe the essentials of consumer behavior
•Describe the characteristics of Internet surfers and EC purchasers
•Understand the process of consumer purchasing decision making
•Describe the way companies are building relationships with
customers
•Explain the implementation of customer service
•Describe the consumer market research in EC
•Experience the role of intelligent agents in consumer applications
•Describe the organizational buyer behavior model
The Importance of Customers
–Competition
•“fighting” on customers
•to succeed : control the 3Cs
–Customers
•customers becomes a King/Queen
•to succeed : finding and retaining customers
–Change
•EC is a new distribution channel
•to succeed : convince customers to go online and then to choose
your company over the online competitors
–The idea is to understand the needs and requirements of the
customer and the changes in his behavior
The major pressures are labeled the 3Cs
Ritchey Design Learns
about Customers
•The Problem
–Ritchey Design, Inc. is a relatively small designer
and manufacturer of mountain bike components
–Sells its products to distributors and/or retailers,
who then sell them to individual consumers
–Its 1995 Web site was more a status symbol than a
business tool
Ritchey Design Learns
about Customers (cont.)
–Visitors could get information on Team Ritchey or
find out where Ritchey products were sold
–It did not give customers all the information they
wanted
–It did not enable the company to gain insight into
its customers’ wants and needs
Ritchey Design Learns
about Customers (cont.)
•The Solution
–In late 1995, Ritchey reworked the Web site so
that the company could hear from its customers
directly
•set up customer surveys on the site
•offered visitors who answer the surveys a chance to
win free Ritchey products
•vsitors enter their names and addresses and then
answer questions about the company’s products
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