Why do consumers choose to shop online rather than offline? Marketers emphasize

Question

Why do consumers choose to shop online rather than offline? Marketers emphasize the importance of interactivity, individuality, relationship building, and their ability to create a positive customer experience in the new marketspace. However, consumers typically list six specific reasons for shopping online: convenience, choice, customization, communication, cost, and control.

Consumers choose online shopping when the online environment creates more value than the offline alternative. Whether it's avoiding the crowded mall parking lot or finding one-of-a-kind products, online marketers create value for their customers in a number of unique ways. Online customer value is created by marketers through convenience, choice, customization, communication, cost, and control.

Read the description of each customer shopping scenario below to determine what online customer value it represents (Convenience, Choice, Communicatin, Cost, Customization, and Control).

Smart shopper - Sunil is excited and nervous about purchasing his first home. He spent hours researching neighborhoods and schools before contacting a relator with his list of requirements. For Sunil, knowledge is power.

From Nana - Bette is sending a gift to her grandson who lives far away in Phoneix, Arizona. She has no idea what to get him so she visits toysrus.com and scrolls through top picks for two-year-old boys before making her selection.

mySimon - Ellen needs a new television but she hates big electronics stores. Instead of venturing out, she fires up her laptom and visits mysimon.com, a comparision shopping agent to find the best deal on her new 50" Samsung TV.

Rooms From Tonight - Monica loves last-minute travel and is not picky about brands. She uses Priceline's Name Your Own Price tool to score big savings, while hotels use the flexible pricing tool to manage their perishable inventory.

Just for Me - Willie is tired of trying to find jeans to fit his 6' 3", 160-pound frame. To solve the problem, he visits makeyourownjeans.com and orders a pair of $79 jeans made to his measurments, perfect fit guaranteed.

Treat tower - To make the holiday's delicious, Juan vists cheryls.com to order a cookie tower for his family. Within minutes, he recieves an email with his order confirmation and, a few days later, a shipping confirmation email as well.

Explanation / Answer

People prefer online shopping than offline and biggest reason is that everything they get on their door step. For an example Mr. x wants to purchase 4 things, Mobile, shoes, stationeries, chair. To buy these 4 things most probably he will go to at least 4 shops . It will take time, effort, money and if desirable product is not met then more time, money and effort will be taken. And if Mr. x buys all these things online. He will do it in few minutes. And if he is not getting on one site he can chose another site.

Now suppose Mr X did not like the product when he had purchased offline then again time, effort and money will be spent to return the product and of the shopkeeper did not allow to exchange then money will be wasted. But online shopping will felicitate Mr X to exchange his product and get refund if he feels like that to sitting on home.

That is why it is said that because of factors like convenience, choice, customization, communication, cost, and control people prefer online shopping rather than offline

In the first case Sunil is finding Convenience in searching for his home. While Neha has convenience and choices as well. She was not getting idea about toys are where to go buy and then send. Through online shoppi9ng she will select and pay and the delivery will be done to her grandson. She had many gifts to choose upon.

mySimon has control over the product prices. No company can ask him big amount because he can tally the selling prices of same TV.

Monica is enjoying cost saving while Willie had got customization benefits and Juan communications

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