Year of Graduation
Analysis of peculiarities of consumer behavior in the Russian market of e-commerce.
Faculty of Management
AbstractAnalysis of peculiarities of consumer behavior in the Russian market of e-commerce.Currently in the advanced countries, the development of e-commerce differs rapid growth and the emergence of new large companies. In this paper we attempt to determine the profiles of buyers with high and low expenses of internet shopping. Knowledge of their lifestyles and socio-demographic characteristics can help companies in building strategies to attract and retain customers.This study was built on the basis of data analysis of the Fund "Public Opinion." Used data from five surveys conducted every six months from October 2011 to March 2013 sample of each survey consisted of approximately 6000 people. Method of research - structured interviews at respondents' residences.Data analysis defined interesting results. Investigation identified four product groups ("durables", "clothing and footwear", "computer and sporting goods" and "consumer goods") and four groups of services ("services for travel", "services of sites", "electronic books, online games, coupons "and" online and offline media services ").Analysis of decile distribution have been found that the difference between the buyers with high and low expenses were significant enough. For the six types of goods and services defined a similar differentiation of expenses as the overall market. Exceptions were two types of products, "clothing and footwear" and "e-books, online games, coupons."The main result of the study was to identify the heavy (high expenses) and light (low expenses) buyers. Heavy buyers had the following characteristics:• Men 36-45 years with higher education• Have your own business or work the heads of departments, but not the top management of organization• Personal income of 30,000 rubles• They live in Central and Urals Federal District in cities with populations over 1mln.ch., especially in Moscow• Business people: travel abroad, flying airplanes, to deal with foreign exchange trading, drive a car and use the services of housekeepers, au pairs, nannies, nurses.At the same time light buyers have different characteristics:• Women 18-25 years with secondary or secondary special education• Do not work, including students, and if working, working at the position.• Personal income up to 10,000 rubles• Living in the South, Volga and Siberian Federal District in cities from 250 thousand to 1 million and villages• «Computer fans" who often use computers and the internet, looking for a low price in the network and information about various products.The results of the present study show that the profiles of light buyers of various commodity groups are very similar, and more importantly matches the profile of lung buyer for the whole market of e-commerce. Profiles heavy buyers of various commodity groups are very similar, but have differences. Similarity profiles manifested by education, personal income, place of residence, occupation and composition of online shopping, and the differences - by sex, age and lifestyle.Companies working on the market of e-commerce should pay attention to the segment of light buyers, as clients from this segment, with high probability, will not contribute to increase sales and in the worst case can bring only losses. In this situation, the online stores should make a decision either about the "resignation" of light of the client or to develop a program to increase the amount of expenditure on purchase on the Internet.Profiles of heavy customers, which are characterized by high expenses for purchasing goods in the Internet, was different because of the nature of commodity groups. Therefore, it is important to understand that for each segment of customers with high level of expenses you need to choose a specific set of marketing tools to attract and retain promising customers.