TRAITS OF AN ONLINE

CUSTOMER
 INTRODUCTION

 Online customer behaviors include a wide range of processes and activities related to sensory reactions, perceptions,
attitude formation, preferences, decisions, satisfaction evaluation, and loyalty formation. Online customer behaviors are
influenced by exogenous and endogenous factors. Exogenous factors include attributes associated with the online
retailer and the consumer's environmental influences. Endogenous factors include characteristics attributed to
consumers. Of these, personality has major influences on customer behavior in the online stores. In this paper we
highlight the influences of personality on important decision making variables linked to the customer's online visiting,
buying and post purchase process. Thus, we intend to point out the influences of personality on the criteria used in
evaluating stores, on expectations customers form towards stores, on the perception of store performance and the
assessment of satisfaction. This will involve carrying out a survey, and its administration will be performed on the
Internet. The sample under research will comprise respondents who own an account on the social network Facebook,
assuming these respondents have time and are more likely to have purchased online at least once. The results of this
study are useful both for academic researchers and practitioners engaged in online marketing, online communication
and web design.
CONTENT

 1. Customers reign supreme. They control the experience they want; they research, explore, and share. 
 2. Customers are ALWAYS connected. 24 hours a day, 7 days a week, on any internet enabled device. 85%
of Americans own a smartphone today, compared to 35% in 2011. 
 3. Customers expect personal interactions. 3 out of 5 consumers are likely to buy from a company that has
personalized their experience. 
 4. Customers won't wait for items they want. When US consumers experienced out of-stock items, only 13%
waited for the item to come back in stock, while 39% switched brands or products and 32% switched
retailers altogether.
CONTENT

 5. Customers trust influencers over brands. 43% of Gen Z consumers trust influencers over brands to learn
how to use a product or service. 
 6. Customers care about sustainability. 65% of consumers desire brands that are environmentally-friendly
and invest in sustainability. 
 7. Customers are very opinionated. And they're 5.1 times more likely to recommend a brand after they've had
a positive customer experience.
OBJECTIVES

 CONVENIENCE
 BETTER PRICE COMPARISON
 NO NEED TO COMMUTE
 SERVICE OR PRODUCT PROMOTION IS MORE
 PRODUCT SUPPORT OR CUSTOMER ASSISTANCE
 MORE BRAND AWARENESS AND IDENTITY
CONCLUSION

 Technology has made significant progress over the years to provide consumers a better online shopping
experience and will continue to do so for years to come. With the rapid growth of products and brands,
people have speculated that online shopping will overtake in-store shopping. While this has been the case in
some areas, there is still demand for brick and mortar stores in market areas where the consumer feels more
comfortable seeing and touching the product being bought. However, the availability of online shopping has
produced a more educated consumer that can shop around with relative ease without having to spend a large
amount of time. In exchange, online shopping has opened up doors to many small retailers that would never
be in business if they had to incur the high cost of owning a brick and mortar store. At the end, it has been a
win-win situation for both consumer and sellers.