Understanding E-Consumer

Behavior and Market Research

PRESENTED BY:
Mohammad Sohail Khatri
(Y16282025)
Shubhangi Jain (Y16282007)

Department of Business Management

D r. H a r i s i n g h G o u r C e n t r a l U n i v e r s i t y, S a g a r
( M . P. )
 Table of Content

S No. Content Slide No.

1 Introduction 4-10

2 Emergence of Indian E-Commerce Market 11-12

3 Introduction to Consumer Behavior 13-15

4 Consumer Shopping Pattern in E-Commerce 16-18

5 How Digital is Changing Consumer Behavior 19-20

6 Digital Presence in Marketing 21

7 Technology Adoption into E-commerce/ E-Marketing 22-23

2
S No. Content Slide No.
8 Introduction to Market Research 24-25

9 Process of Market Research 26

10 Communication Channel in Marketing 27

11 Phases in Market Research 28-29

12 Data Collection Techniques in E-Market Research 30

13 Advantages and Disadvantages of E-Market Research 31

14 Rural Vs Urban Internet Growth 32-33

15 Factors Driving Market Growth 34

References 35-36

3
 Introduction
E-commerce
E-commerce or EC is the buying and selling of goods and services, or
the transmitting of funds or data, over an electronic network, primarily
the internet.

Key Players in E-Commerce Industry

Image Courtesy: Google Image 4

E-business
E-business is the conduct of business processes on the Internet. The e-
business processes include buying and selling products, supplies and
services; servicing customers; processing payments; managing
production control; collaborating with business partners; sharing
information; running automated employee services; recruiting.

Image Courtesy: Google Image 5

E-Marketing
E-marketing are also known as Internet Marketing. E-marketing is the
process of marketing a product or service using the Internet. It also
includes marketing done via e-mail and wireless media. It uses a range
of technologies to help connect businesses to their customers.

Image Courtesy: Google Image 6

 Why E-Commerce?

 Global Retail E-commerce

Source- www.shopify.com/enterprise/global-ecommerce-statistics 7
 Retail Ecommerce’s Global Spread Makes International Sales Non-
Negotiable
 Domestic Shoppers Look Beyond their Borders When They Go
Online
 Ecommerce Expansion Typically Follows a Three-Stage Global
Path

Source- www.shopify.com/enterprise/global-ecommerce-statistics 8
 Major E-Commerce Players: Worldwide

Amazon, Ebay and Alibaba account for 65% of all cross-border Retail.
This map outlines five key e-retailers in North America, Latin America,
Australia/New Zealand, Europe and Asia. It shows some key regional-focused
players:

Source- Euro monitor International; 2017 9

 Top 10 Countries in B2C E-Commerce

Source- Ecommerce Foundation; 2016 10

 Emergence of Indian E-Commerce Market

Source: Statistia.com/ 2016 11

•The e-commerce market captured US$ 39 billion in the year 2017.
•The industry is expected to reach US$ 50 billion by the end of 2018.
•It is expected to reach US$ 64 billion by 2020 and US$ 188 billion by 2025.
Source- IBEF E-Commerce Sectoral Report, December 2017 12
 Introduction to Consumer Behavior

According to Schiffman and Kanuk-

“The Behavior that consumer displays in searching for,
purchasing, using, evaluating, and disposing of products and
services that they expect will satisfy their needs.”

Elements of Consumer Behavior-

Cognition Affect Behavior

13
Consumer Decision Making in E-Commerce

Need Recognition Mobile- OnePlus 5T

Pre-Purchase
E-Commerce Platform
Information Search

Comparison
Evaluation of
between online
Alternatives
Portals

Purchase Decision

Post Purchase
Evaluation

Image Courtesy: Google Image 14

 Buying Roles in Consumer Decision Making

Initiator: The person who identifies a need and first suggests the idea of buying a
particular product or service.

Influencer: The person(s) who influences the buyer in making his final choice of the
product.

Decider: The person who decides on the final choice: what is to be bought, when, from
where and how.

Buyer: The person who enters into the final transaction and exchange process or is
involved in the physical activity of making a purchase.

User: The person(s) who actually consumes the product or service offering.

15
 Consumer Shopping Pattern in E-Commerce

Source: www.invespcro.com/blog/online-consumer-shopping-habits-behavior/ 16
Source: www.invespcro.com/blog/online-consumer-shopping-habits-behavior/ 17
Source: www.invespcro.com/blog/online-consumer-shopping-habits-behavior/ 18
 How Digital is Changing Consumer Behavior

 Raising Standards- Not focus on one brand but comparison of

service is done.
 Customer Dialogue- It has a power to destroy a brand or a
company.
 Customer Tolerance- Easier to resolve customer complaints.
 Multi channel communications- Consumer is influenced more by
the channels used by family and friends.
 Loyalty- It focus on value of money.

19
 Changing Shift into E-Consumer

Excessive
Spending Increasing
use of Empowered
more time use of
search consumers
online mobiles
engine

Image Courtesy: Google Image 20

 Digital Presence in Marketing

Source- Madison Pitch Presentation; 2017 21

 Technology Adoption into E-Commerce/ E-
Marketing
Innovation Adoption Model By Roger
Email Marketing;
Social Media Marketing; Online Support Services
Blog Postings
Mobile Applications;
Cloud Computing Services
Website;
E-Brochure
Virtual Reality;
4D Technology
2.5% 13.5% 34% 34% 16%
Innovators Early Early Late Laggards
Adopters Majority Majority

22
 Innovators Early Adopters Early Majority

Late Majority Laggards

Video1
Video2
Image Courtesy: Google Image 23
 Introduction to Market Research

Market Research Market Research

Market Research refers to a systematic and objective process of
gathering, recording and analysing data for taking marketing
decisions. It also helps in complementing marketing mix strategies like
branding of products and services.

Research

Exploratory Descriptive Casual

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 E - MARKET RESEARCH
E- Market or Online Research refers to the research where with the help of
computer and internet connection, any phase of market research process
including defining the problem, research design, collection and analysing of
data, reporting, etc. is assisted.

Image Courtesy: Google Image 25

 Process of Market Research

Defining a
Planning Data Collection
Problem

Preparing
Implementation Conclusions and
of Plan Report Data Analysis

26
 Communication Channel in Digital Marketing

Source: Book- Internet Marketing (William G Zinkmund) 27

 Phases in Market Research

Phase 1 Phase 2 Phase 3

Junior Digital Digital Marketing Senior Digital
Marketing Consultant Consultant Marketing Consultant

Phase 4
Phase 5
Senior Digital
Digital Marketing
marketing Consultant
Strategist
(Level 2)

28
Why Market Research is Important?

Target the Adoption of

customers technology

Marketing Know the

Strategies to need of the
be adopted customer

Business
Growth

29
 Data Collection Techniques in E- Market Research

Source: Book- Internet Marketing (William G Zinkmund) 30

 Advantages and Disadvantages of E-Market
Research
Advantages
• Virtual reach to customers
• Wider reach of customers
• Reduces cost of data
collection
• Reduces paper use
• Fast in process
Disadvantages
• Technical Issues
• High cost of Technology
• Lack in understanding personal
touch of respondents
• No choice of random sampling
• May gather false information
31
 Rural VS Urban Internet Growth

USE OF Urban Rural

INTERNET India India
Research
30% 15%
Products

Social Media 45% 70%

Online
10% 5%
Purchase

Others 15% 10%

Growth Period: 2016 (Present) to 2020

Source: BCG Study- The Rising Connected Users in Rural India 32

 Rural VS Urban Internet Growth

RURAL INDIA URBAN INDIA

Image Courtesy: Google Image 33

 Factors Driving Market Growth

Customer
Going Fragmenta
Internati tion
Faster
Payments onal
Personali
Content zation
Marketing

34
 References
• Chaffey, D., Chadwick, F. E., Johnston, K., & Mayor, R. (2006). Internet Marketing.
England: Pearson Education.
• Choudhary, V., Mitra, S., & Ahluwalia, H. (2018, January 18). Internet usage picks up in
rural India. Livemint E-paper.
• Ecommerce Foundation. (2016). Global B2C E-Commerce Report 2016. Amsterdam -
The Netherlands.
• E-Marketing. (n.d.). Retrieved from www.mbaskool.com/business-concepts/marketing-
and-strategy-terms/1679-e-marketing.html: https://www.mbaskool.com/business-
concepts/marketing-and-strategy-terms/1679-e-marketing.html
• Hanion, A., & Akins, J. (2012). Quick WIn Digital Marketing. New Delhi: PHI learning
Private Limited.
• India Brand Equity Foundation. (2017). E-COMMERCE SECTORAL REPORT. India
Brand Equity Foundation.
• International Post Corporation. (n.d.). State of e-commerce: global outlook 2016-21.
Retrieved from www.ipc.be/en/knowledge-centre/e-commerce/articles/global-
ecommerce-figures-2017: https://www.ipc.be/en/knowledge-centre/e-
commerce/articles/global-ecommerce-figures-2017

35
• Orendorff, A. (2017, September 1). Global Ecommerce Statistics [Infographic] and 10
International Growth Trends You Need to Know. Retrieved from
www.shopify.com/enterprise/global-ecommerce-statistics:
https://www.shopify.com/enterprise/global-ecommerce-statistics
• Pitch Madison. (2017). Pitch Madison Advertising Report. ABP News.
• Rouse, M. (n.d.). e-business (electronic business). Retrieved from
searchcio.techtarget.com/definition/e-business:
http://searchcio.techtarget.com/definition/e-business
• Rouse, M. (n.d.). e-commerce (electronic commerce or EC). Retrieved from
searchcio.techtarget.com/definition/e-commerce:
http://searchcio.techtarget.com/definition/e-commerce
• Saleh, K. (n.d.). Online Consumer Shopping Habits and Behavior. Retrieved from
www.invespcro.com/blog/online-consumer-shopping-habits-behavior/:
https://www.invespcro.com/blog/online-consumer-shopping-habits-behavior/
• Schiffman, L. G., Kanuk, L. L., & Kumar, S. (2010). Consumer Behavior. Pearson
Education India.
• Skurpel, D. (2016). Advantages and disadvantages of internet marketing. World Scientific
News, 10.
• Statista. (n.d.). Online retail sales in India from 2009 to 2016 (in billion U.S. dollars).
Retrieved from www.statista.com/statistics/255359/online-retail-sales-in-india/:
https://www.statista.com/statistics/255359/online-retail-sales-in-india/
• Zikmund, W. G. (1982). Exploring Marketing Research. New York: The Dryden Press.
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Thank
You