Running head: SHOPPING ONLINE AND E-COMMERCE MARKETING 1

Consumption and Purchases

Rosalinda Rodríguez, Eukarys Cabrita, Katheri Galindez and María Ortega.

Unidad Educativa Privada “Miguel Palao Rico”

Author´s Note

Rosalinda Rodríguez, Eukarys Cabrita, Katheri Galindez and María Ortega

5to”A” ,U.E.P “Miguel Palao Rico”

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May 2019

Table of Contents

Introduction………………………………………………………………………………………3

Online Shopping, Changes In Purchase Habits, table 1, table 2……………………………4-5

Table 1- Table 2……………………………………………………………………………….….5

Marketing Impact...............….......................................................................................................6

Table 3…………………………………………………………………………………………….7

Conclusion………………………………………………………………………………….…….7

Bibliographic reference………………………………………………………………………….8
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Introduction

Consumption and Purchases

Purchase and consumption behaviors in daily life often are repetitive and performed in

customary places, leading consumers to develop habits. When habits have formed,

environmental cues can activate the practiced responses in the absence of conscious decision

making.

In everyday life, purchase and consumption activities tend to be repeated at particular times in

customary places. As Ehrenberg (1988) observed, “various indices of repeat-buying follow

regular patterns which generalize across a wide range of brands, products, time-periods and other

conditions” (p. 28). Empirical evidence of this repetition comes from panel data investigations

that have identified periodic patterns in consumer purchasing and consumption (Ehrenberg,

1991; Khare & Inman, 2006). Evidence also comes from individuals self-reports of repeat

purchases. For example, Bettman and Zins (1977) found that about one fourth of housewives’

supermarket purchases were repetitions of past choices.

Technology has change the way to buy in the actuality. It was in 1979 when Michael Aldrich

invented online shopping and the process of online transactions between customers and

businesses. The website, created by Englishman Tim Berners-Lee in 1989, has completed the

form of communication and commercialization in the world. Electronic commerce consists of the

sale of products or services through the Internet. Electronic commerce is growing by leaps and

bounds, making it clear that the future of shopping is digital. Marketing has a big role in the
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eCommerce , This strategy could involve everything from the creation of micro-content to the

creation of retargeting campaigns by using as many avenues as possible to expand their reaches.

Online Shopping, Changes In Purchase Habits

In the last few years technology has evolved the way to buy in the society. The fact of being

able to purchase without leaving home has made consumers to change their habits when buying.

Numerous changes has being experienced tied to the growing use of tools like the pc,

Smartphone, tablets and as well the growth of electronic stores (e-commerce) and the

digitalization of numerous media.

According to the Annual Study of eCommerce 2017 from IAB Spain, made among the

population between 16 an 65 years, 7 in 10 people (70%) buy online.

The Most Relevant Changes In The Purchasing Habits Are

Part one.

1. Places to buy. Although today the largest volume of purchases is made offline, many

people are looking for pre-purchase information.

2. Shoppers are less brand royal than ever. This means people are changing brands more

frequently than ever before.

3. The newest consumer. We are faced with new forms of behavior associated with a more

informed and more reflective consumer profile that tries to minimize risks and find

simplicity in the purchase process.

“As a consumer, you don’t want to choose from a million pairs of jeans, you just want the one

pair that´s going to fit you and look great on you. There was such a great opportunity there. What

consumer wanted was not reflected in the market place”. (Source- New York Times).
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The process of making decision are very similar whether the consumer is offline or online. But

one some major differences are shopping environment and marketing communication. According

to traditional consumer decision model, Consumer purchase decision typically starts with need

awareness, then information search, alternative evaluations, deciding to purchase and finally,

post-purchasing behavior.

Table 1
Consumers Satisfaction Levels With Different Aspects Of Online Shopping.

Reasons %

Ease of checkout 81%

Variety of brands and products offered 80%

Number of shopping options offered 73%

Number of payment options available 71%

Free or discounted shipping 69%

Ease of making returns and exchanges 62%

Ability to purchase through a tablet application 61%

80% of surveyed consumers are more likely to purchase a product online when offered free shipping.

64% of consumers are more likely to purchase when offered free returns and exchanges.

Table 2
Most Purchased Products Online.

Product Category %

Consumer electronic 69%

Books 67%

Clothing and apparel 63%

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Household goods 38%

Office supplies 30%

Consumers packaged goods 28%

There´re others in less quantities as pet supplies, sporting goods and food and groceries (20%).

Marketing Impact

Online shopping marketing is highly as competitive as just about every brand, retailer and

company. The competition increases every day and it´s estimated that there are more than 1.5

billion websites online.

E-Commerce retailers must be prepared to use online shopping marketing across as many

platforms as possible, it´s not enough to just set up shop online and wait for orders to come in.

This strategy could involve everything from the creation of micro-content to the creation of

retargeting campaigns by using as many avenues as possible to expand their reaches.

“In terms of online communication, when customers see banner ads or online promotion,

these advertisements may attract customers’ attention and stimulate their interesting in particular

products. Before they decide to purchase, they will need additional information to help them out.

If they do not have enough information, they will search through online channels, e.g., online

catalogs, websites, or search engines” (Laudon and Traver, 2009).

When customers don´t have enough information, they will need to compare those choices of

products or services. In the search stage, they might look for the product reviews or customer

comments. They will find out which brand or company offers them the best fit to their

expectation. During this stage, well-organized web site structure and the attractive design are

important things to persuade consumers to be interested in buying product and service.

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In the purchasing stage, product assortment, sale services and information quality seem to be

the most important point to help consumers decide what product they should select, or what

seller they should buy from.

Tabla 3
Most Effective Online Tactics.

Tactics %

Email Marketing 45%

Content Marketing 45%

Social Media Marketing 39%

Landing Page/ Website Optimization 38%

Search Engine Optimization 38%

Paid Search or Online Advertising 30%

Virtual Events 29%

This are penetration strategy in the market.

Conclusion

Consumers have changed the habits when buying thanks to the facilities of the modern

world, such as new tools that allow us to make most things from the comfort of home, faster,

safer and with greater variety when buying.

Basically we find new behaviors related to a more reflective and informed consumer that

tries to find comfort.

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All this has been possible not only to eCommerces, but also to the impact that marketing has

on consumers to convince them and encourage them to buy products and services through well-

organized web site structure, micro-content and banner ads or online promotion,

bibliographic reference
Bibliographic reference

1. La importancia de tener una tienda online, from: https://blog.sogiteck.net/marketing/la-

importancia-de-tener-una-tienda-online-1

2. Cómo ha cambiado el marketing en los últimos 10 años, from: http://blog.aventaja.com/como-

3. La importancia del marketing digital en los ecommerce, from:

https://marketing4ecommerce.net/l

4. Purchase and Consumption Habits: Not Necessarily What You Intend, from:

https://www.sciencedirect.com/science/article/abs/pii/S1057740807700372

5. Changes in Shopping Trends, from: https://ecommerce-platforms.com/a

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