CanGO company

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Elizabeth, Gail, Andrew, Maria, Warren, Narrator, Nick, Whitney,
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Elizabeth: -and it involves getting into a new market.
Gail: Okay, let’s go to it.
Andrew: If the main issue is control, there’s ways to protect ourselves and our interests.
Elizabeth: This is my company.
Maria: And if heads are going to roll, they say start at the top.
Warren: Yes!
Narrator: Welcome to the Mastering Marketing episode “Understanding Consumer Behavior”.
Gail: I love that deal.
Whitney: But the two-for-one. Forget about it; I’m not worried about it.
Nick: What’d you buy?
Whitney: Oh, a sweater and some shoes.
Nick: You don’t have to leave your desk. You could’ve got that online.
Gail: You know, it’s funny, the skirt that I bought today, I saw it online and I put it in my virtual shopping cart, but I didn’t pull the trigger.
Whitney: Hmm. You know, I saw a statistic that said over 75-percent of e-shoppers who put stuff in their cart never pull the trigger.
Andrew: Is that true? That’s a large number.
Whitney: Well, that’s what the BizRate site said.
Andrew: That’s incredible. I wonder if that rate applies to Can Go shoppers.
Gail: Well, shopping is just different online.
Andrew: Well, actually the Web page hierarchy is set up to mirror the consumer buying process from problem recognition to purchase.
Gail: You know, but virtual things always happen along the way. It’s just, it’s different when the skirt is in your hand.
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Elizabeth, Gail, Andrew, Maria, Warren, Narrator, Nick, Whitney,
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Whitney: Or in this case on your hips.
[Laughter]
Whitney: Just kidding! It’s a joke.
Gail: That’s not funny. Something’s wrong. What?
Andrew: Here’s what I want you to do, I want you to investigate the hit-
Gail: Quiet, Nick.
Andrew: -hit and click through rates on some of those specific pages. I’ll e-mail you the page numbers that correspond to problem recognition, informative search, alternative evaluation, purchase and post-purchase evaluations.
Gail: And you want this when?
Andrew: ASAP. This should help see if customers – where customers are falling off, if they’re moving through the process as they should, and if this 75-percent rate applies to us.
Gail: Guess I have my marching orders.
Nick: And, Gail, the clock’s ticking.
Gail: Oh, don’t worry, you’re going to be on it with me.
Nick: Oh, no, I’m-
Gail: Oh, you are going to be my-
Andrew: Actually, why don’t you help her with that?
Nick: Come on, Andrew.
Gail: My number one assistant.
Narrator: Now move onto the brief summary of concepts and then to the interactive exercises.
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Narrator, Warren, Andrew
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Narrator: This additional video further explores the topics addressed in this episode. Watch the video and then consider the discussion questions that follow.
Warren: Half day?
Andrew: No, just sitting here enjoying my lunch.
Warren: Yep.
Andrew: Okay then.
Warren: You notice anything?
Andrew: About what?
Warren: Shipping.
Andrew: That’s your department, Warren.
Warren: You haven’t noticed an increase in shipping to Japan.
Andrew: Has there been?
Warren: Come on, you don’t have some kind of campaign going to attract more Japanese customers?
Andrew: Not at all.
Warren: All right. Okay. I’ll see you around.
Andrew: No, no, wait a second. I haven’t been doing anything. Has there been an increase?
Warren: Yeah, lately. I thought you were doing something.
Andrew: I wouldn’t even know where to begin.
Warren: Yeah, I know. Who knows what goes on in the mind of a 20-year-old these days, no matter where they’re from, Japan, America?
Andrew: I’ll check it out, though.
Warren: You will? You’re going to check it out? You promise?
Andrew: I’ll check it out.
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Narrator, Warren, Andrew
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Warren: All right. I’ll see you.
Andrew: See you later, Coach.
Warren: Okay.
Narrator: Now take a look at the discussion questions. These questions will ask you to apply what you’ve learned in this episode to this case video.
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Narrator, Debbie, Gail, Andrew
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Narrator: Now that you’ve responded to the questions, let’s see how this challenge was met by the staff at Can Go.
Debbie: I think _____ figures over to that side.
Gail: Okay.
Debbie: That just might be a little bit clearer.
Gail: We are not as bad as this 75-percent figure says we are.
Andrew: We aren’t, but we aren’t that far off either. So where are we losing them?
Gail: I don’t know, it’s somewhere between evaluation and purchase. But when they do purchase they go to those post-purchase pages.
Andrew: But are we losing to the other sites?
Gail: I don’t think so. Many are not even completing the transaction, but it’s not just Can Go, it’s everywhere.
Andrew: But did you notice that the more expensive items are more likely to stay in the shopping carts?
Debbie: That’s the key word: expensive. Anyone can buy a CD, but a boxed set, well, that’s a week’s lunch money.
Andrew: Depends on where you eat lunch.
Gail: Yeah, exactly.
Andrew: Here’s what we’re going to do, I got this information from Valstem II.
Gail: Exsqueeze me?
Andrew: Val System II. They do extensive research on consumers and their tendencies. I’ve asked them to tailor this specifically for consumers similar characteristics to our own, demographically and psychographically.
Gail: Is this legal?
Andrew: They classify our consumers as mostly experiencers with secondary aspects of achievers.
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Narrator, Debbie, Gail, Andrew
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Debbie: That sounds right.
Andrew: I think we’re going to be able to use this information to appeal to our customers’ self-concept.
Debbie: Peer pressure.
Andrew: Just a little bit of pointed marketing design to help our consumers click and buy.
Gail: I think your strategy seems sound to me.
Debbie: And what specifics do you want us to handle?
Andrew: I’m not sure about that yet. I’ll have to get back to you.
Gail: Oh, you’re taking those back?
Andrew: Yes, thank you. Thank you.
Debbie: Oh, that’s good.
Gail: I can’t believe they know that about people.
Debbie: That’s going to be very valuable to us.
Narrator: To serve their target market effectively, marketers must understand how consumers go about deciding to buy a product. This consumer buying process usually involves five steps: the recognition that a need for a product exists, a search for information about products that might satisfy the need, an evaluation of alternative products, a purchase decision, and a post-purchase evaluation. Marketers work to encourage consumers to move through each step of the process. Once the consumer has bought the product the marketer reinforces the purchase with messages that make the consumer feel good about his or her decision.
There are also psychological, personal, and social factors that affect buying behavior. By understanding these factors, marketers build the customer loyalty any firm needs to hold on to its target market. Consider these ideas as you take a look at how Can Go employees face another challenge in the case video that follows.
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