Category: Marketing » Consumer Behavior »

Use of Hawkins Stern’s impulse buying theory (1962) in online shopping

The widespread popularity of online shopping in current times has undoubtedly enhanced the efficiency of the entire buying process. It has also posed to digital marketers the threat of losing to competition. This is why the marketers keep on trying novel tactics to fascinate new customers as well as retain the existing ones. One of the many tactics includes encouraging customers to buy impulsively (Foroughi et al., 2013). This phenomenon can be better explained through Hawkins Stern’s impulse buying theory (1962). This theory offers valuable insight into different circumstances under which the consumers are likely to indulge in impulse buying.

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A review of models on buying decision-making process in online shopping

A previous article in this study explored a few key models of the consumer decision-making process. The article explained its application in the present shopping environment where online shopping has overtaken traditional in-store shopping in terms of growth. Over the years, many more such models of consumer behaviour have been proposed, particularly in the context of the online shopping environment. A few of these models are; Engel-Kollat Blackwell Model, Kim, Ferrin and Rao’s (2008) model, Yan and Dai’s (2009) model, and Fang’s (2012) model.

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Maslow’s hierarchy needs as a theory for online marketing

Maslow’s hierarchal need is known as a theoretical psychology concept which deals with five stages of the human need in a pyramid (Lee & Hanna, 2015). The basic needs of the human being comprise:

  1. psychological needs,
  2. safety and security needs,
  3. love and belongings need,
  4. self-esteem needs and,
  5. self-actualisation (Harrigan & Commons, 2015).

This model remains used by the businesses to target a particular group of customers through social media by community or group for promotions.

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Application of Marshallian economics as an online shopping strategy

Online shopping facilitates buying and selling of products and services beyond the geographical periphery. The array of interdependence and parameters that emerge from coalescence among consumer purchasing behaviour, economics and human behaviour lead to the emergence of the Marshallian economics model. The advantage of this model is that it provides an idea of a marketplace consumer behaviour (Omotoyinbo et al., 2017).

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Use of Psychoanalytic theory and Pavlovian theory by online marketers

The Marshallian Economic was propounded by Alfred Marshall in order to propose the buying preferences of customers in the situation of product purchase (Biswas, 2012). Based on the gaps found in the Marshallian Economics, Psychoanalytic Theory and Pavlovian Theory of customer behaviour model were developed to fill them. The customers are given utmost preference in this economic model. Moreover, the model finds aggressive use in e-retailing services.

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The use of the Veblenian socio-psychological model for online marketing

Traditionally, consumer behaviour theories emerged from different psychological, anthropological and economic theories as marketers applied them to understand consumer wants. The Psychoanalytic theory classifies human psyche into three dimensions:

  1. Id,
  2. Ego, and
  3. Superego.
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Marketing strategies that influence consumer behaviour

As mentioned in previous articles, the Millennials or the Generation Y or digital natives are those born between 1982 and 1994 and technology is a part of their life (Glass, 2007). Whereas Generation Z was born into it, from 1995 to 2010. Marketers use different strategic marketing methods to target the two groups based on their characteristics and values.

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Factors affecting the online buying behaviour of Millennials and Gen Z

The buying process goes through a series of steps, leading to a purchase decision (Ordun and Ordun, 2015). The series of steps that lead to either of the two outcomes is very important for marketers to understand to avoid negative outcomes. To understand these steps, marketers should first assess consumer buying behaviour (Sivakumar and Gunasekaran, 2017). Both millennials (25-39 years old) and Gen Z (4-24 years old) are socially aware and technology-savvy generations.

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