The Importance Of Online Personalization

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While carrying out the secondary research for the literature review, there were many studies elaborating the importance of the conceptual issues raised in my final management project. In one of the studies, Hoffman and Novak (1997) have said, “personalization is the essence by which Internet firms valorize the Internet as a unique consumer market.” Other than the above-mentioned statement, there are several studies, which reveal that people’s behaviour online is influenced by high-speed connection. Studies have also researched upon the consumers’ apprehensions about payment safety and security and the connection it has with the attitude towards online shopping and real purchases. A negative correlation was seen between the consumer’s outlook …show more content…

In most families, women are the chief decision makers (Dholakia, 1999). Men are more motivated toward utilitarian benefits of products and give lesser importance to social relations and personal contacts (Steenkamp et al., 1999). Younger generation has always exhibited a positive disposition towards adoption of a new innovation (Schiffman and Kanuk, 2003) and understands the technological changes and complexities optimistically than the elderly segment (Wotruba and Pribova, 1995).

Gurvinder and Zhaobin (2005) found that website design, website reliability/ fulfilment, website customer service and website security/privacy are the four dominant factors which influence consumer perceptions of online purchasing. The four types of online New Zealand buyers—trial, occasional, frequent and regular—perceived the four website factors differently. This paper has been taken as a basis for this study and the scale constructed for the study was partially adapted from this …show more content…

The most important thing to remember is that putting a celebrity in an ad is not an idea in itself. Unfortunately, this is how most celebrities are being used in Indian advertising, where they just become a prop. Ideally, there should be an idea that makes the celebrity relevant to the product and the consumer. A celebrity's presence in the ad should be contextual.
Celebrity endorsement cannot guarantee foolproof success. The celebrity endorsement strategy must be integrated with target market characteristics, and the other elements of the marketing mix such as product design, branding, packaging, and pricing. The message execution that will be mouthed by the celebrity must likewise be made clear and single-minded. Aligning the spirit of the brand to the product can do this, or by using a celebrity because it ensures that people will notice you, and hopefully remember what the brand is

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