Consumer Behavioral Segmentation and Strategic Positioning for Online Auctions.
Consumer Behavioral Segmentation and Strategic Positioning for Online Auctions.
Abstract
E-Bay is one of the most widely used and consumer adapted means of selling a product in todays e-business market. It requires a unique marketing approach to effectively segment, target and position potential customers. Competition between sellers can be fierce and without precise understanding of buyer behavior, pinpointing what creates value can be daunting.
This paper will address the basic concepts of behavioral segmentation and positioning strategies as they relate to E-Bay auctions. It is intended to show the importance these findings for sellers to better understand their customers in order to create more efficient positioning strategies. It will evaluate and interpret existing concepts to unfold a new understanding then eventually propose a new conceptual model.
Keywords: Behavioral Segmentation, E-Bay, Target Market, Positioning, Strategies
Introduction
Today, in the 21st century, the average person has the ability to share basically anything online and have it transmitted around the globe within seconds. Businesses are making use of this technology and reaching a much larger consumer base. If marketers have access to the right information, such as information regarding online consumer behaviors and where to reach their target market, they will be able to focus their attention on those particular areas. Online retailing has seen significant growth over time; especially in recent years this growth has become much more evident. Segmentation and positioning are not strictly “online-tools” but rather pre-existing tools, altered to a certain extent to make them applicable on the web. There are numerous aspects of positioning that all play a vital role in developing a proper positioning strategy for a company. Segmentation and Positioning are both very important but complex aspects of e-commerce. A company will not experience success without
Abstract
E-Bay is one of the most widely used and consumer adapted means of selling a product in todays e-business market. It requires a unique marketing approach to effectively segment, target and position potential customers. Competition between sellers can be fierce and without precise understanding of buyer behavior, pinpointing what creates value can be daunting.
This paper will address the basic concepts of behavioral segmentation and positioning strategies as they relate to E-Bay auctions. It is intended to show the importance these findings for sellers to better understand their customers in order to create more efficient positioning strategies. It will evaluate and interpret existing concepts to unfold a new understanding then eventually propose a new conceptual model.
Keywords: Behavioral Segmentation, E-Bay, Target Market, Positioning, Strategies
Introduction
Today, in the 21st century, the average person has the ability to share basically anything online and have it transmitted around the globe within seconds. Businesses are making use of this technology and reaching a much larger consumer base. If marketers have access to the right information, such as information regarding online consumer behaviors and where to reach their target market, they will be able to focus their attention on those particular areas. Online retailing has seen significant growth over time; especially in recent years this growth has become much more evident. Segmentation and positioning are not strictly “online-tools” but rather pre-existing tools, altered to a certain extent to make them applicable on the web. There are numerous aspects of positioning that all play a vital role in developing a proper positioning strategy for a company. Segmentation and Positioning are both very important but complex aspects of e-commerce. A company will not experience success without
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