here I wanted to study each dimension of marketing efforts that online retailers use to reduce customers perceived risk categories as follows;
Financial marketing efforts like COD, payment options, least price guarantee, sales, discounts, buy one get two, etc
product/physical marketing effort like try and buy offer, no question return policy, quality assurance policy,etc
time/delivery marketing effort like fast delivery, order tracking, choice of delivery time,etc
here am I right to use term "marketing efforts" for those statements?
or can I get any measuring scale which can incorporate all prevailing offers that online retailers provide to their customers?
or how my study be designed to study those all offers and schemes by online retailers from how much they value to customers?
Dear Bindu Tiwari,
This is a very interesting area... Congratulations!!
If you don't mind, I'd like to make some thoughtful contributions.
First of all, the models of consumer behavior have significant results in a specific context.
Probably, it may be very difficult to assess all the variables/indicators, for all products and all interested target groups.
In this sense, the suggestion is limiting the scope by identifying a segment (as well as defining a position) for a specific (kind of) product to develop a methodology aiming to assess the influence of all these variables.
Second of all, it is common to develop communication for the most important competitive advantage (the concept of the product or the price policy or the distribution, etc.) separately. This means that marketing should promote only the most important to the consumer (based on demand).
Finally, the options must be related to the product life cycle.
There should be some concern about price promotions because they may affect the perception of quality.
I hope these suggestions helped you!
All the best,
Oliva
Oliva Martins Mam has made the good suggestions.
Thank you Oliva Martion for your information.
