1. Go to www.strategicbusinessinsights.com/vals/presurvey.shtml. Take the survey

Question

1. Go to www.strategicbusinessinsights.com/vals/presurvey.shtml. Take the survey to determine which
lifestyle category you fit into. Then write a two-page paper describing how your lifestyle and values
impact your use of e-commerce. How is your online consumer behavior affected by your lifestyle?

3.Use the Online Consumer Purchasing Model (Figure 6.11) to assess the effectiveness of an e-mail
campaign at a small website devoted to the sales of apparel to the ages 18–26 young adult market in the
United States. Assume a marketing campaign of 100,000 e-mails (at 25 cents per e-mail address). The
expected click-through rate is 5%, the customer conversion rate is 10%, and the loyal customer retention
rate is 25%. The average sale is $60, and the profit margin is 50% (the cost of the goods is $30). Does the
campaign produce a profit? What would you advise doing to increase the number of purchases and loyal
customers? What web design factors? What communications messages?

Explanation / Answer

There are 4 main types of factors influencing consumer behavior: cultural factors, social factors, personal factors and psychological factors.

I. Cultural factors

Cultural factors are coming from the different components related to culture or cultural environment from which the consumer belongs.

Culture and societal environment:

Culture is crucial when it comes to understanding the needs and behaviors of an individual.

Throughout his existence, an individual will be influenced by his family, his friends, his cultural environment or society that will

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