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Consumer Behaviour

Consumer Behaviour- Circulation to class

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Make It Fun to Keep Them Loyal

What makes consumers love your Web site? The answer might be as simple as child's play. Research shows that customers have a more positive attitude toward a site when their online experience is engaging and enjoyable. And enjoyment is an important determinant of why consumers shop.

When they become immersed in your site, customers view being on it as fun rather than work. Since their experience feels like play, they return more—making them more loyal to the site, the company and the brands it sells.

What creates this immersion? Research suggests you gain loyalty when:

* The site challenges customers. Customers don't want to be bored. When the skill required to navigate your Web site marginally exceeds customers' search skills, they see the experience as an enjoyable escape rather than a burden.
* Customers believe they have the skills to find what they want on the site. If customers can't follow the site navigation, they will lose interest in their search and, perhaps, your company and its products.
* Customers feel they have control over the search. If the navigation is too complicated for the average user to master, they won't return to the site.

The Po!nt: Design your Web site with the end-user in mind. Make it a fun challenge, not a task. Customers who become immersed in your site will be more loyal to the site, your company and your brands.

Source: "Play, Flow, and the Online Search Experience" by Charla Mathwick and Edward Rigdon. Journal of Consumer Research, 2004.
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Best wishes
Prof. R. Kasthuri Rangan

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Case Study - Macro Economics

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Company Law - 14/11/2008 - AfterNoon Session

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Managerial Economics - 12/11/2008 - AfterNoon Session

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Brand Management

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Consumer Behaviour 2nd Internal Assessment

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Group Presentation in Class

Begins Nov 9, 2008


Each presentation should not be more than 20 slides.

Concepts should be brought out.

Groups should not repeat product or service.

Every member should participate and present.


TOPICS :


Influence of friends, family, culture, subculture on an individual.

Choose any product or service and showcase how influence impact consumer behaviour for the


product or service.


OR


Persuasion & Communication with regard to CB and bring out how group influence contributes to Persuasion & Communication

Choose any Ad or stimulus which contains both persuasion and communication elements and


capture the concepts therein.

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