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AMAZONVERSETARTEGWEBSITE1.pptxAMAZON VERSE TARGET WEBSITE (consumer behaviour perspective)
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OUTLINE
INTRODUCTION REVIEW
CONSUMER PURCHASING BEHAVIOR
Amazon.com (BEST CUSTOMER-CENTRIC WEBSITE) AND Target.com (introduction)
AMAZON.COM CHANGES TO ALIGN WITH CONSUMERS DEMAND
TARGET.COM CHANGES TO ALIGN WITH CUSTOMER DEMAND
HOW AMAZON CAPITALIZE ON SELF-PERCEPTION
HOW TARGET CAPITALIZE ON SELF-PERCEPTION
IMPACT OF PERSONALITY CHARACTERISTIC ON CONSUMERS PURCHASING BEHAVIOUR
RECOMMENDATION TO TARGET COMPANY TO IMPROVE TO BETTER REACH ITS TARGET MARKET
INTRODUCTION
1. Review
The different organization used different strategies to reach out to the customer, and still, some do well than others. Surprisingly, they all rely on a similar factor which is consumers purchasing behaviour. Through a comparison between Amazon.com and Target.com, this representation will go through these consumer purchasing behaviour factors and identify changes made in each website to meet customers demand. The final slides outline each website capitalization on self-perception to influence customers purchasing behaviour.
CONSUMER PURCHASING BEHAVIOR
Some of these factors considered for reaching out to consumers include consumers’ motivation, personality, perceptions, beliefs and attitudes:
MOTIVATION: Ramya & Ali (2016) suggest that when a shopper is motivated enough, his or her buying behaviour is significantly influenced. Different consumers are influenced differently due to differences in needs such as social needs, self-actualization needs, security needs and basics needs. The basics and security needs are the most power in motivating most of the consumers.
PERSONALITY: The personality factors also differ from one individual to the other, and they also have the potential to influence consumer purchasing behaviour in consideration of aspects such as age, income, occupation and lifestyle (Ramya & Ali ,2016).
PERCEPTIONS: It involves the process of collecting information and extraction meaning out of that particular information which may be about the company, the product or the services offered during shopping experience (Ramya, & Ali, 2016). Customer interprets most of this information from different sources such as promotion programs, advertisements and website link to other various social media platforms.
BELIEFS AND ATTITUDES: Consumer usually has different opinions and attitude that influences their purchasing behaviour. Ramya & Ali (2016) suggest that consumer select product according to their attitudes and beliefs about the brand image of a product or organization.
Consumers purchasing behavior can be describe as the character trait portrayed by while buying a product or receiveing a services. According to Ramya and Ali (2016) there are multiple factors that influences individuals shopping bahivors, purchasing decisions and brand selection. In general these factors can be classified into different groups which includes internal factors, economic factors, social factors, personal factor and cultural fcators. Each of nthis classification has different sub-division factors that can be discussed in detail and evaluated to understand how they influences consumer purchasing bahaviour. For instance the most essental internal factors includes both motivation and perception and each of these has the potential to influence a consumer will buying. Ramya and Ali (2016) suggest that consumer motives can be altered through external forces that promotes or drives the consumers towards buying an product. Perception on the other hand involves how the consumers use information such as person view of the world, prejudgment, selection of subjects from the environment, expectation and past experience to making purchasing decisions. In other terms this involves collection of information and interpreting it internally to extract meaning that can be easily understood.
Personality that influences consumers behavior include factors such as incomes, lifestyle, occupation and age. For example difference in incomes levels, age group, occupation levels determines how a consumer behaves while buying products or seeking services. Culture on the other plays a crucial part in determining consumers purchasing behavior given the fact that influences how what a individual beliefs, how he or she thinks and how he or she values things.
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Amazon.com (BEST CUSTOMER-CENTRIC WEBSITE) AND Target.com introduction
a. Amazon.com
Amazon is label as the world giant in retail e-commerce business with world most valuable brand image since its rise to prominence during the era of website revolution (Shevchenko, 2020).
It even competes with other non-retail online search engines such as YouTube and Google due to its user-friendly platforms.
b. Target.com
Target is also a long-established retail e-commerce company, and despite not as effective as Amazon in reaching out to the customer, it has the potential of being a significant competitor especially in offering low price and quality products (Alghalith, 2018).
Its potential as a competitor to Amazon closely matches with that of Wal-Mart Company. However, still it cannot match with Amazon E-commerce efficiency in customer-centric and reaching out strategy.
Amazon is a global e-commerce retailing company that uses e-commerce technology to enhance it potential to reach out to customer on the global market, improve on its growth potential and enhances on its competitiveness. As an online e-commerce the company ranks among the leading retailers in providing the best sales and delivery channels for multiple third party businesses. Shevchenko (2020) describe Amazon as a global e-commerce that offers the most attract option for third parties to store their products and reach out to consumers. This includes programs such as fulfillment by merchant programs and fulfillment by Amazon technic.
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AMAZON.COM CHANGES TO ALIGN WITH CONSUMERS DEMAND
There are several changes that amazon undertakes consistently to ensure that it has aligned itself with consumers demand. Some of these alignments include:
a. Optimization of the website search engine to provide a user-friendly experience and quick location of products/services in the e-commerce platform. Hu, Koh & Reddy (2014) suggest that customers have less tolerance for online shopping-my self included, especially for a website that has complicated searching instructions or poor accuracy in location desired product/services delays.
Amazon seems to have realized this for a long time since it continually advances its website to integrate a new solution that improves online shoppers experience and motivates them to shop more.
b. Updated and straightforward product description. For every product that Amazon sells on its E-commerce platform has a description that helps shoppers to easily understand about different products, even the ones that are most new in the market.
Through this approach, the company uses consumers' perception as an opportunity to promote marketing and reach out to them their need to understand the difference between close substitute commodities
Since Amazon foundation in 1996 and the company has significantly grown the meeting the consumers demand while providing services and products. Shevchenkos (2020) outlines that from the previous physical store operation the company has grown and integrated e-commerces technology to meet the global demand for it consumers, and third party partnerships. The company also reports constant updates on its system to improve consumer experiences, promote positive perception and create more value.
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TARGET.COM CHANGES TO ALIGN WITH CUSTOMER DEMAND
a. Target had been outsourcing form Amazon website for some time, but currently, it has developed its website one the factor that identifies its digital transformation. Through these changes, the company has managed to improve its website to enhance the online shopper experience.
state that with its improved e-commerce and in-stores, the company has a customer-centric focus that enables it to showcase the products with the highest demand. This has influenced consumers’ beliefs and attitudes to trust the company as the best for identifying their immediate need.
b. The company identifies that personality are very crucial, especially when the price of the product is the first fact to consider (Kirkpatrick, 2020). In this case, the company offers the most competitive prices as well as ensures the quality of their product such as clothes, meat and dairy products. This new move has aspired online shopper to reconsider their belief also about shopping for cloth through e-commerce.
Target corporation understand the benefits of using advanced technology and optimize on resources utilization to minimize cost and offer more competitive or lower prices for its customers. Additionally the company was priviously operation as a third party in Amazon but due to the need to engage and increase consumers interaction the company has shifted to its own website and e-commerce platform which allows it to develop consumer oriented programs as such mobile application, stores application, desktop application. This has allowed the company to integrated e-commerce to its previous offline stores hence meeting the needs for its previous consumers as well as attracting a new pool of potential consumers hoe prefer to purchase product through e-commerce platforms. The company has also integrated data analysis in its operation to personalized consumers and understand their need at a personal level. Kirkpakrick (2020) identifies Target as of the retailer corporation that has advanced to beacon technology which helps it to keep tracks of the consumers shopping behaviors in e-commerce platforms and mobile applications as wells as while the customer shop on offline stores.
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HOW AMAZON CAPITALIZE ON SELF-PERCEPTION
Amazon believes in its self to have the potential to become the world biggest selection and most customer-centric e-commerce business.
With this perception, the company has designed its website to focus more specific on the consumer's behaviour and what the customer high demands.
It also has the concept of making the brand the most attractive when it comes to customers’ experiences personalization and fulfilment of individual consumer’s needs and love for advanced technology. The Alexa (an echo version program) is one of the advanced technologies that the company believes will meet customer obsession with advanced technology.
Amazon view its brand as a global e-commerce organization with the best customer centric focus and the potential to be the world most selected e-commerce platform for offering quality products and services. With this high level of self-rating the company confidently provide reviews for every product and services it offers to consumer so consumers can provides feedback about their shopping experiences as were as comment about the quality of the products provided. Through this the company believes that it has the potential to identify what the consumer need and provides the most crucial information that can influence to consumer to makes the best and self-satisfying decisions. The company also uses advances technology such as Alexa for providing prime services such as echo version program that provides the best customer experience while shopping in its e-commerce platform or through mobile application.
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HOW TARGET CAPITALIZE ON SELF-PERCEPTION
Other than focusing on technology alone, target.com believes that it can influence consumer buying behaviour significantly through different concept such as offering quality product at relatively lower prices (Kirkpatrick, 2020). Through this self-belief, the company markets its brand images as retail e-commerce where a customer will pay less and get more in return. It is a concept that focuses on consumer personalities such as incomes and belief about product and services value.
The company believes that through prompt customer services and problem-solving solutions, it has the best customer experience. Additionally, it also believes that focus one some of the simple things that other companies ignore such as honouring customers by referring to them as a guest and product colour assortment have the highest potential to influence customer purchasing choice.
Target company believe in offering more for less pay and through this the company has integrated the advances technology such as the Target Apps and Beacons to province better consumers experience and make both online and offline shopping simple and quick. Kirkpatrick (2020) states after Target implemented the Beacons and Target apps consumers can now easily identify the precise location of the product they are looking for in offline stores. The company believes that through this technology it has the best the best approach to integrates it offline store with onlines stores a perception that has become a reality and improve the customer experiences while shopping in its offline store located in different regions in US other parts of the world.
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IMPACT OF PERSONALITY CHARACTERISTIC ON CONSUMERS PURCHASING BEHAVIOUR
Personality character influences consumers' behaviour through different factors such as age, income occupation, beliefs, attitude and lifestyle. Both Amazon and Target understand how crucial these factors are when it comes to consumer purchasing choices, and each of the company utilizes the elements differently. For instance:
a. In Amazon e-commerce platform, the company combines personality factors such as attitudes, lifestyles and belief by focusing on consumers' obsession with advances technology and speeds. The Alexa program influences consumers to belief on the company's potential to deliver its promises as the world most attractive website to shop on.
b. In Target e-commerce platform, the company combines personality factors such as incomes, beliefs and attitudes by focusing on consumers’ obsession with products quality and services quality, and the cost or price of those commodities. For instance, the company has a tagline that labels its brand as the best in offering more with less for the customer to pay.
RECOMMENDATION TO TARGET COMPANY TO IMPROVE TO BETTER REACH ITS TARGET MARKET
From the above outline, they are several areas that Target can improve to better its strategies in reaching out to the target market. One of the primary areas includes focusing on consumers' lifestyle personalities since this will help the company to improve on identifying customers on-demand needs.
Technology changes are a core factor that is influencing every business operation. Therefore to ensure that the company has optimized reaching its customer, it is crucial to advances its e-commerce strategy. One on the recommendation that can help include introducing advances application like in the cases of Amazon.
REFERENCES
Alghalith, N. (2018). Targeting IT Opportunities at Target. Journal of Strategic Innovation and Sustainability, 13(4)
Hu, N., Koh, N. S., & Reddy, S. K. (2014). Ratings lead you to the product, reviews help you clinch it? The mediating role of online review sentiments on product sales. Decision support systems, 57, 42-53.
Kirkpatrick, K. (2020). Tracking shoppers.
Ramya, N., & Ali, S. M. (2016). Factors affecting consumer buying behavior. International journal of applied research, 2(10), 76-80.
Shevchenko, E. (2020). Amazon as a global sales channel for small and medium size Finnish companies. Ki
