Consumer Behavior and E-Dating - Essay Example

?Consume behavior and E-dating By Business of Introduction Consumer behaviour is a widely used term in thebusiness world. It refers to the study of individuals, groups and organizations in relation to the procedures used to secure, select, and marshal of products, services, ideas that are aimed at satisfying the needs of the clients (Radcliff, 2007). Additionally, the consumer behaviour includes the effects or consequences that result from its application for the consumers. This paper intends to survey and adjoin insight to the online dating services phenomenon, which is the subsequent merchandise and recipient of the internet revolution that provides clientele with an efficient and inexpensive alternative to conventional methods of dating (Rosenthal & Knighton, 2002). The study will take an investigative approach, which involves the use of conceptual models aimed at boiling down to the aptitude to endow with appropriate matches through successful business to customer services enhanced by the internet and based on the sound customer relations administration practices. The models used in this survey include the Nicosia model, the HowarthSheth Model, and Bettman processing model, which facilitate privacy and secure oriented environment for customers. It is imperative to note that the whole study of consumer behaviour blends diverse opinions and views from sociology, social science and anthropology, psychology and economics (Rosenthal & Knighton, 2002). On the other hand, consumer behaviour can be defined as the process or study aimed at understanding diverse decision-making procedures embraced by buyers at dissimilar situations. Similarly, the buyer’s individual features are included in the consumer study (Conti, 2009). Such characteristics include demographics and other variables correlated to the behavioural variables aimed at determining what the consumer wants. It is observed that the customer behaviour analysis has re-discovery of the real meaning of marketing through the reaffirmation of the significance of the buyer (Out of Pocket, 2009). For instance, a lot of emphasis is given in the customer relationship management, customization and consumer retention. Nicosia model Consume e dating refers to courting a partner with an anticipated aspect over the internet. The Nicosia model describes the relationship amid the firms and the consumers. The model focuses on the conscious decision making behaviour of the consumers, where the act of purchasing is only one stage of the wholly ongoing decision process of consumers. The flowcharting perception by Nicosia simplifies and systemizes the variables, which affect the consumer decision making. Consider the illustration below, which help in understanding the process of e dating Courtesy of HAINES, G. H. (1969). Consumer behaviour: learning models of purchasing. New York, The Free Press [etc.]. The internet complements the conventional business strategy in business to customer relations establishment, and this is particularly the online dating. The web-enabled expertise does not eliminate the need to design a sustainable cutthroat benefit and does not revolutionize the configuration of an industry (Gao, 2005). It is imperative to note that, the internet and online business fits well in the Nicosia model. The internet serves well in as a tool and firms are required to share this perspective for the successful application and maximum benefits. This study establishes that, five forces determine the configuration of any industry (Gao, 2005). They include the level of rivalry amid contenders’ barriers to entry, peril of proxy products, the bargaining power embraced by buyers and the bargaining power of suppliers. It is observable that, numerous companies, which have been, designed exclusively on the internet, with no authentic value and lofty price ratios have remained dotcoms, which have failed miserably (Gao, 2005). On a similar note, a couple of successful online companies have fallen victims of similar situations, with significant increases in price ratios. This study establishes that, the internet can influence the industry configuration through its apt capacity to deliver immense information to a larger audience or population. Conversely, it does not revolutionize its basic configuration nor remove the five Porter’s forces (Gao, 2005). The internet’s levelling capacity has made it impossible for companies to make maximum benefits and profitability. There exists proliferation of information, which makes purchasing and marketing relatively easier. Numerous companies believed that, the use of online business market and serves would reduce the cost of conducting business this turned out to be false, due to the requirement of physical warehouses, sale forces, and inventory. It is essential for the business proprietors to realize that, the internet is profitable when used a tool intended to strengthen premeditated fit in B2C model activities. It should not be professed as a path of creating a cutthroat benefit or increasing output (Lamdin, 2012). One of the biggest mistakes committed by numerous internet companies was the insight perception of the internet as a stand-alone model, which is split from the conventional association. This reasoning intended to stand behind and observe no financial support. This saw lack of promotion for internet marketing for fear of cannibalism. Conversely, if the opposite were embraced, it would have seen the companies benefit massively through integration of internet applications into the existing companies structure (Lawton, 2008). This enhances the existing service and promoting expansion of more online outlets for consumers. A practical example is the eBay and it’s clearing house Pay Pal. This company has been successfully able to capitalize on the internet alone to carry out its activities, which has seen interconnection among millions of people across the globe realized (Lawton, 2008). It is observable that, it is not necessary to integrate the internet to suite the traditional structure for online business to be successful. The consequent outcome in this situation is that online dating services have successfully designed a model around the internet’s capacity. Numerous online dating services have emerged over some time now. It is evident that, online dating services remain the latest and conceivably one of the most contentious, businesses to reap directly from the internet insurgency (Gilles, 2008). The ability of the internet to contact millions of people globally has enabled enhancement of the online dating industry into a multibillion-dollar industry and love story for e-business customers. This has been based on the customer desire whose needs were not properly met under the conventional match making methods. It is fundamental to note that, the complexity of the consumer behaviour in online dating can be well outlined by the HowarthSheth Model. This model is apt in indicating the diverse steps in consumer decision making. Consider the following flow-charting of the Howarth model. Courtesy of MELENBERG, B. (1992). Micro-econometric models of consumer behaviour and welfare. S.l, s.n.]. This model is applicable to individuals and it involves four variables, which include, input, output, perceptual and learning constructs and exogenous. In reference to the Howarthsheth model, the apparent success of the online dating experience is partially attributed to a conscious endeavour to trounce customer uncertainties that inundated supplementary traditional dating services (Gilles, 2008). It is significant to note that, the latest shot to leverage the Web in a strategic manner has spawned an inexpensive, expedient, and a steadfast matchmaking service to the population. For instance, the recent survey indicated that, close to 90 million Americans visited online dating web sites compared to 40 million people back in 2002 (Gilles, 2008). It is significant to note that, most e-commerce business enterprises, initial starter up cost are reasonable. This substantially downs the entry barriers for the companies. The initial internet companies were able to concentrate their energies on attracting clientele to their web sites (Gilles, 2008).The Howarthsheth model fits this situation since it outlines how, motive, attitude and perception result to decision to consumer decision making. The technology was used maximally to enhance the companies’ activities and operations. It is notable that, online dating provides an opportunity for the existing multicultural and multiethnic populations to access dating services which suites their desires. The online dating serves have considerably reduced the conventional demographic boundaries. It is evident that, online dating services have opened up and this has seen custom brides order from as far as the Far East, the former Soviet and Middle East countries. For instance, there are web sites that cater for gays and lesbian couples. Furthermore, web sites offering nightstands for non-committal individual are available (Caves, 2000). The procedure is convenient in that, once the correct match has been established advances in technology are enhanced to enable the individuals communicate instantly with the new partners. Conversely, there exist critical legal and moral ramifications in this industry, which should be adhered. Black box model The online sites remain widely accepted as one of the most appropriate way of keeping customers’ information secure and confidential (Gilles, 2008). On a similar note, the firms endeavour to ascertain that the information provided by the clients is truthful and has extended worth to the firms. The black box model enhances understanding of the pattern of the customers’ interaction of stimuli, consumer features, the decision process and the consumer response on internet dating. The black box model enhances to distinguish between interpersonal and intrapersonal stimuli amongst the e- dating customers (Caves, 2000). Similarly, the model facilitates the theory of consumer behaviorism, where the concentration designed for the processes inside a consumer. It is imperative to note that, the stimuli related to marketing pattern is planned and processes by the companies (Ruikar, Anumba & Carrillo, 2003). On the other, hand, the stimuli related to the environment is enhanced by the social factors, which are wholly based on the social, economical and political pattern of a particular society. The buyer’s features determine the buyers’ response in the black box model and decision-making processes (Grantham & Carr, 2002). This study reveals that, the black box model considers the buyers response as a consequent result of a conscious and rational process, which is made after a careful consideration and recognition of a particular problem (Grantham & Carr, 2002). The following table illustrates the contents of the black box model in e-dating industry. ENVIRONMENTAL FACTORS BUYER’S BLACK BOX Marketing stimulus Environmental stimulus Buyer features Decision procedure BUYER’S REJOINDER Economic Motivation Product choice Product Political Perceptions Problem recognition Brand choice Price Social Personality Information search Dealer choice Place Cultural Attitudes Alternative evaluation Purchase timing Promotion Natural Knowledge Purchase decision Purchase amount Demographic lifestyle Post purchase conduct Online statistical dating and data mining concepts in search of a stable relationship The process of knowing the right matchmaking commences with precise and safe data compilation. Characteristically, these services give customers forms, which allow people’s likes and dislikes to be identified. Selected demographic information is captured and shared and outstandingly, the customer’s traits are sought to be prioritized (Grantham & Carr, 2002). For instance, a particular user may seek to an individual with non-excludable traits termed as deterministic variables. This helps in finding secondary data, which is critical in this study (Glickman, 2009). It is noteworthy that, the blend of deterministic and probabilistic questions is submitted to the users. The secondary data sought is used to mine the diverse exercise, which aid in generating a catalog of prospective matches that are apposite to the data in the input. The wish list, which is part of the secondary data, is critical in locating a partner (Glickman, 2009). This study prioritizes its significance. This process is a two-way communication exercise, which ensures that, the consenting members’ lists are cross-examined and tabulated. This study establishes that, not all elements of data correlates in a positive way. For instance, the perceived highly priority elements are found to be comparable for spiritual and sexual preferences. On the other hand, such as assertiveness are found negatively correlate elements. This study establishes that, collecting and matching techniques have revolutionized into a multifaceted structure and scheme (Glickman, 2009). For instance, Match.com as designed a personality test, which generates a six-paged personal appeal report, detailed with personal information on key topics. The information collected is used in corresponding selected personality features. It is notable that, internet applications have enhanced tremendous attraction of new clients to online services. Additionally, existing customers have been retained. It is evident that, online dating services have grown tremendously over the last few years (Glickman, 2009). Certain companies have aptly applied both the principles of exemplary service provision and certain personalization strategies to maximize benefits (Glickman, 2009). Consider the following example, which indicates the trend of dating for five internet-dating companies. Secondary data has been used in designing the charts. However, much this industry has facilitated globalization and e-commerce, numerous consumer concerns and potential problems are attributed to it. For instance, the legal and privacy policies remain a key challenge (Nader, 2003). The rapid and enormous expansion of this profit centre puts the linking companies in a desperate situation in ensuring the provision of legal protection to their clients. Numerous clients are concerned about the safety precautions, which should be taken into consideration before the formal meeting of a potential mate online (Nader, 2003). It is significant to note that, majority of the reputable online dating firms assure their clients of their safety and privacy through the online providers’ homepage. Despite of apt security measures put in place by most online dating firms, they warn less one-hundred-percentage security guaranteed (Grantham & Carr, 2002). The companies state that, they can only monitor users’ private exchange media if they suspect the users are of age 18 years and below. Conclusion In conclusion, e dating is beneficial and relevant to today’s globalized and technologically characterized world. It has reduced distance between partners and more significant, time and money are saved. It is evident that online dating is on the verge of tremendous expansion (Pizam & Mansfield, 2009). This is evidenced by the discovery and introduction of numerous virtual tools intended in reaching partners in an efficient and inexpensive manner. Some of the implication attributed to online dating includes conception, storage, recovery and use of online and digital information (Pizam & Mansfield, 2009). It is observable that all these variables are well covered in the three consumer models. The implication extends beyond the availability of personal data and the question as to the ultimate user of the data provided. In addition, the tricky situation exists, when the corporate reputations wholly depend on online dating services’ ability to earn the conviction of their clientele and to protect their clients’ personal integrity (Dignan, 2005). This does not assure complete privacy and security. References Caves, R. E. (2000). Creative industries: contracts between art and commerce. Cambridge, Mass, Harvard University Press. Conti, T. (2009). Quality standards development in a hypercompetitive scenario. The TQM Magazine. 11, 402-408. Dignan, W. (2005). Business process re-engineering at the Co-operative Bank improvingpersonal customer service. The TQM Magazine. 7, 42-45. Gao, Y. (2005). Web systems design and online consumer behaviour. Hershey PA, Idea Group Pub Gillies, L. E. (2008). 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