Description of the customer journey

Personal characteristics are often related to each other. Therefore, it is interesting to figure out with logistic regression what the influence is of these variables on shopping behaviour during the customer journey. The shopping behaviour of respondents during the customer journey is considered as a categorical dichotomy, for instance; getting stimulated by magazines to buy fashion; Yes=1, No=0. With this regression we can predict to which category (Yes or No) a respondent belongs to, given information about psychographics and demographics. Through this analysis we are trying to discover which independent variables can predict shopping behaviour within the three categories. For instance, getting stimulated by magazines to buy fashion is the dependent variable, demographics and psychographics are independent variables which can predict the outcome of the dependent variable. Variables which participate in predicting the outcome of the dependent variable are the predictors. Variables which were used within the analyses are psychographics, situation, work, income, gender, age and education. Thereby, information from the previous phase in the customer journey is added to the logistic regression as variable. For instance, whether consumers get stimulated by magazines to buy fashion is added as input variable to predict whether consumers search for information through magazines.

Fashion

Table 15 shows a summary of the results of the twenty-eight logistic regression analyses (for the outputs see Annex B25-B29). Outcomes of the regression analyses are shown in Annex 5 tables 41-69. Significant results with a Nagelkerke R Square above .100 and an exp(B) value above 1.400 and below 0.600 are discussed below.

Interesting to mention is the fact that search for information and buying fashion have very high values for Nagelkerke R square. This due to variables that describe channel usage in the previous phase of the customer journey. This shows that it is very important for the selection of a channel to buy fashion that the consumer gets stimulated or searches for information within this channel.

Phase 1 – getting stimulated to buy fashion Magazines

Whether consumers do get stimulated by magazines for buying fashion depends on personal characteristics;

gender, income, work, innovativity, loyalty, shopping enjoyment and price consciousness. For instance, women are more likely than men to get stimulated by magazines for buying fashion. Thereby income is an interesting estimator for getting stimulated by magazines to buy fashion. When the income of the respondent decreases, the probability to get stimulated by magazines for buying fashion also decreases. So consumers with very low incomes are unlikely to get stimulated by magazines to buy fashion. This is an interesting conclusion, probably are magazines more often read by consumers with high incomes. As well as incomes, work has an influence on stimulation for fashion through magazines. Part-time working or retired consumers are very likely to get stimulated by magazines to buy fashion. The psychographics innovation, loyalty, shopping enjoyment and price consciousness estimate whether consumers do get stimulated by magazines to buy fashion. Non-innovative respondents (totally disagree and disagree on ‘I like to try new and different products’) are unlikely to get stimulated by magazines to buy fashion. Respondents who do not like to shop (totally disagree/disagree on ‘I like shopping’) and un-loyal consumers are very unlikely to get stimulated by magazines to buy fashion. In addition, non price conscious consumers are very likely to get stimulated by magazines.

71

Magazines (table 41, annex 5) .172 gender, income, work, innovative, loyal, shopping enjoyment, loyalty and price consciousness

Catalogues (table 42, annex 5) .208 gender, innovative, motivation to conform, shopping enjoyment, time pressure and price consciousness the shop (table 43, annex 5) .195 gender, income, situation, loyalty and shopping

enjoyment

family and friends (table 44, annex 5) .116 age, gender, income, innovative, motivation to conform, shopping enjoyment,

website/webshop (table 45, annex 5) .167 age, innovative, loyalty social media (table 46, annex 5) .163 age, innovative

Applications (table 47, annex 5) .180 age, innovative and motivation to conform

phase 2: search for information

Magazines (table 48, annex 5) .475 stimulate magazines, innovative, loyalty, motivation to conform and shopping enjoyment

Catalogues (table 49, annex 5) .443 stimulate advertisement leaflets/catalogues, gender, innovative, loyalty, motivation to conform,

the shop (table 50, annex 5) .337 stimulate the shop, gender, loyalty and shopping enjoyment

family and friends (table 51, annex 5) .475 stimulate family and friends, innovative, loyalty, motivation to conform and shopping enjoyment website/webshop (table 52, annex 5) .481 stimulate website-webshop, age, innovative and

shopping enjoyment

social media (table 53, annex 5) .529 stimulate social media, innovative and motivation to conform

Applications (table 54, annex 5) .544 stimulate applications, age and innovative

phase 3: buy

the shop (table 55, annex 5) .489 stimulate the shop, search the shop, income website/webshop

(table 56, annex 5)

.527 stimulate website/webshop, search website/webshop, age and time pressure

Catalogue (table 57, annex 5) .164 stimulate catalogue, search catalogue, education, innovative, time pressure

Application (table 58, annex 5) .559 stimulate application, search application and innovative social media (table 59, annex 5) .583 stimulate social media, search social media, gender,

innovative, loyalty and motivation to conform

phase 4: deliver

take direct home (table 60, annex 5) .088 work and shopping enjoyment

pick-up point (table 61, annex 5) .184 education, age, situation, innovative, loyalty, shopping enjoyment and time pressure

pick-up in shop (table 62, annex 5) .109 gender, work, innovative, shopping enjoyment, time pressure

Deliver (table 63, annex 5) .155 age, gender, innovative, loyalty, price conscious

phase 5: service

back to the shop (table 64, annex 5) .078 innovative, motivation to conform, shopping enjoyment and price consciousness

website/webshop (table 65, annex 5) .122 age, gender, innovative and loyalty social media (table 66, annex 5) .250 age, gender and innovative

Call (table 67, annex 5) .075 gender, situation, innovative, price conscious

e-mail (table 68, annex 5) .126 education, age, situation, innovative, motivation to conform and price consciousness

Application (table 69, annex 5) .221 innovative and price consciousness

72

Catalogues and advertisement leaflets

Respondents can get stimulated for buying fashion through catalogues and advertisement leaflets. Women are very likely to get stimulated by catalogues or advertisement leaflets to buy fashion. For non-innovative consumers contrary results were found regarding getting stimulated to buy fashion through advertisement leaflets and catalogues. Consumers which totally disagreed and disagreed on innovative statement 4 are unlikely to get stimulated by advertisement leaflets and catalogues to buy fashion, while consumers that totally disagreed and disagreed with innovative statement 1 are very likely to get stimulated by advertisement leaflets and catalogues. Therefore, we cannot draw a clear conclusion from these statements. Motivation to conform and stimulation by catalogues and advertisement leaflets for fashion have a negative relation. Respondents who do not need motivation to conform (totally disagree/disagree/neutral on I find it very boring when other people criticize my behaviours) are very unlikely to get stimulated by catalogues or advertisement leaflets to buy fashion. Respondents who do not like to shop (totally disagree on I like shopping), are very unlikely to get stimulated to buy fashion through catalogues and advertisement leaflets. Non-price conscious respondents (totally disagree/disagree on I compare the prices of various products before I make a choice) are very unlikely to get stimulated by catalogues or advertisement leaflets to buy fashion.

The shop

Women are more likely than men, to get stimulated by the shop to buy fashion. Respondents who live alone with children living elsewhere are unlikely to get stimulated by the shop to buy fashion, the same applies for respondents living together with children living at home and elsewhere. In addition, consumers who do not like to shop are not likely to get stimulated by the shop to buy fashion. When the respondent has more fun in shopping, the chance to get stimulated in the shop to buy fashion increases.

Family and friends

Consumers below 50 years old are more likely than older consumers to get stimulated by family and friends to buy fashion. Thereby, women are more likely than men to get stimulated by family and friends to buy fashion.

Respondents with lower incomes are less likely to get stimulated by family and friends to buy fashion. The higher the income becomes, the more likely it gets for respondents to become stimulated by family and friends to buy fashion. Respondents who do not like to shop are very unlikely become stimulated by family and friends to buy fashion.

Websites and webshops

Important personal characteristics which influence whether a consumer gets stimulated by websites or webshops to buy fashion are age, innovativity and loyalty. Interesting is the fact that the younger the consumer is, the more likely it is that the consumer gets stimulated by websites or webshops to buy fashion. Very young consumers (below 30 years old) are almost 5 times more likely than consumers above 65 year old, to get stimulated by websites and webshops to buy fashion. This finding was expected because younger consumers are habituated to the use of internet. As expected, non-innovative respondents are unlikely to get stimulated by websites and webshops to buy fashion (totally disagree and disagree on I like to try new and different products).

Social media

As expected are younger respondents also more likely to get stimulated by social media to buy fashion. In addition, non-innovative respondents are very unlikely to get stimulated through social media to buy fashion, and innovative consumers are very likely to get stimulated by social media to buy fashion.

Applications

As well as for getting stimulated by social media age and innovativity are important personal characteristics which estimate whether consumers get stimulated by applications to buy fashion. Again very young consumers, are very likely to get stimulated by applications to buy fashion. Non innovative respondents (totally disagree, disagree on ‘I find it boring to use the same product (or brand) repetitively’; ‘I always have the newest gadgets’) are very unlikely to get stimulated by applications to buy fashion.

73 Phase 2 - search for information

For analysing whether consumers get stimulated by the mentioned channels information about the orientation behaviour of consumers is added to the input variables. This resulted into interesting findings and models with very good fits (high values of Nagelkerke R Square).

Magazines

For instance, when consumers get stimulated by magazines to buy fashion they are very likely to use magazines also for the next phase in the customer journey: searching for information. Other independent variables which influence whether consumers search through magazines for information about fashion are innovativeness, loyalty, motivation to conform and shopping enjoyment. Un-loyal consumers are very likely to search for fashion in magazines and respondents who do not like to shop are unlikely to search for fashion in magazines.

Advertisement leaflets

Consumers’ searching behaviour through advertisement leaflets and catalogues for buying fashion also depends on whether the consumer uses advertisement leaflets or catalogues during the former phase of the customer journey. When consumers also used advertisement leaflets or catalogues for getting stimulated to buy fashion then these consumers will also search for information about fashion through advertisement leaflets or catalogues. In addition, women are more likely to search through advertisement leaflets and catalogues to gain information about fashion. Thereby, respondents who do not like to shop are very unlikely to search in advertisement leaflets and catalogues for information about fashion.

The shop

Whether consumers search for information about fashion in the shop depends on the place where they get stimulated. When consumers do not get stimulated by the shop to buy fashion, they are also very unlikely to search for information about fashion in the shop. Also, women are more likely than men, to search for information about fashion in the shop and consumers who do not like shopping are very unlikely to search for fashion in the shop, when the shopping enjoyment decreases the likeliness of consumers to search for information in the shop decreases.

Family and friends

Also for searching for information about fashion at family and friends, it is important that consumers are stimulated by family and friends. Respondents who do not get stimulated by friends or family to buy fashion, are also very unlikely to search for information among their family and friends. In addition, motivation to conform has a significant influence on consumers search behaviour at family and friends. Consumers who do not need motivation to conform are also very unlikely to search for information about fashion among their family and friends. Thereby, consumers who do not like to shop are very unlikely to search for information about fashion among their family and friends.

Websites and webshops

When consumers get stimulated by websites to buy fashion, they are very likely to search for information about fashion through websites. On the other hand, if consumers are not stimulated by websites or webshops to buy fashion they are neither going to search for fashion on websites or webshops. Thereby, young respondents are more likely to search for information about fashion on websites or webshops then older respondents. This result was also found for getting stimulated by online channels.

Social media

For searching for information about fashion on social media very interesting results were found. We had expected that consumers’ age would influence whether they search for information on social media. However, from the analysis we did not find a significant influence of age on searching for information about fashion through social media. A interesting relation is found between search for information on social media to buy fashion and getting stimulated by social media to buy fashion, when consumers do not get stimulated by social media they neither go to search for information about fashion through social media.

74

Applications

For searching for information about fashion through applications significant relations were found for getting stimulated by applications to buy fashion, age and innovativity. Respondents which are not stimulated by applications to buy fashion are neither going to search for information about fashion through applications. As expected, younger respondents are more likely to search for information about fashion through applications then older respondents. Thereby, non-innovative respondents are very unlikely to search for information about fashion through applications.

Phase 3 – buy

For analysing which variables have significance influence on the outcome whether consumer do or do not buy fashion on a specific channel, the variables of the two previous phases in the customer journey were added to the analysis.

The shop

For instance, extra variables getting stimulated by the shop and search for information at the shop were added within the logistic regression analysis for estimating which variables significantly influence whether consumers do or do not buy fashion in the shop. This resulted into the following interesting findings: respondents who do not get stimulated by the shop to buy fashion, and respondents who do not search in the shop for information about fashion are very unlikely to buy fashion in the shop. In addition, respondents with an income below average are unlikely to buy fashion in the shop.

Website or webshop

Whether consumers buy fashion through a website or webshop depends on whether they also get stimulated and search for information about fashion through websites. When they do not use websites in the previous steps of the customer journey, then consumers are very unlikely to use a website to buy fashion. Further is age an important estimator for buying fashion through a website. Consumers between 30 and 49 years old are 3 times more likely than consumers above 65 years old to buy fashion through a webshop, and consumers between 50 and 64 years old are 1,5 times more likely than consumers above 65 years old to buy fashion through websites.

Catalogues

Respondents who do not get stimulated by catalogues, and do not search through catalogues for information are very unlikely to buy fashion through a catalogue. In addition, low and middle educated respondents are more likely than high educated consumers to buy fashion through catalogues. When the education level of the respondent increases, the probability to buy fashion through a catalogue increases.

Applications

Furthermore, variables which significantly influence the outcome of consumers buying behaviour through applications are getting stimulated by applications, search for information on applications and innovativity.

Respondents who are not stimulated by applications to buy fashion or do not search for information about fashion through an application are very unlikely to buy fashion through an application. Non innovative respondents are very unlikely to buy fashion through applications.

Social media

Buying fashion through social media depends on whether consumers get stimulated and search for information for buying fashion through social media. Interesting is the fact that women are less likely than men to buy fashion through social media. Furthermore, non-innovative respondents are unlikely to buy fashion through social media. Remarkable is the fact that age is not as important as expected for buying fashion through social media.

75 Phase 4 – deliver

Pick-up point

Whether consumers collect their bought fashion at a pick-up point depends on their education level, age, situation at home, innovativeness, loyalty, shopping enjoyment and time pressure. First, low educated consumers are unlikely to collect their bought fashion products at a pick-up point. Next, younger respondents are more likely to use pick-up points than elderly consumers. In addition, non innovative respondents are unlikely to use pick-up points to collect their bought fashion. Interesting is the fact that un-loyal consumers are more likely to use pick-up points. And respondents who do not like to shop are very unlikely to let their fashion be delivered at a pickup point, thereby are consumers with enough time unlikely to use pick-up points.

Pick-up in the shop

Next to pick-up points, consumers can order products and let them be delivered at the shop. Interesting is the fact that part-time employees and students are likely to pick-up their bought fashion in the shop. These consumers can more often than full-time employees visit the shop to pick-up their purchases. Furthermore, non-innovative consumers are very unlikely to pick-up their fashion purchases in the shop. And consumers with enough time are very unlikely pick-up their fashion purchases in the shop. Thereby, has shopping enjoyment an influence on whether consumers use the shop to pick-up their fashion purchases. When consumers do not enjoy shopping, they are unlikely to pick-up their purchases in the shop.

Delivery at home

Fashion purchases can also be delivered (at home or elsewhere). Consumers between 30 and 49 years old are more likely to let their fashion purchases delivered at home or elsewhere than consumers between 15 and 29 years old and 50 and 64 years old. Thereby, women are more likely to let their fashion be delivered at home or elsewhere.

Phase 5 – service

When service for bought fashion products is needed, consumers can contact the shop through a website.

Consumers below 50 years old are very likely to go to the website of a retailer when service is needed. Another option is to contact the shop through social media. Women are less likely than men to contact the shop for service through social media. In addition, non-innovative consumers are unlikely contact the shop through social media when service is needed. There are also consumers that contact the shop through e-mail when they need service for fashion purchases. Consumers below 50 years old are more likely than consumers above 50 years old to contact the shop through e-mail. This is presumably due to the fact that younger respondents are more use the internet than older consumers. Thereby, non-innovative consumers are very unlikely to gain service for fashion through e-mail. Thanks to the development of applications it is also possible to obtain

Consumers below 50 years old are very likely to go to the website of a retailer when service is needed. Another option is to contact the shop through social media. Women are less likely than men to contact the shop for service through social media. In addition, non-innovative consumers are unlikely contact the shop through social media when service is needed. There are also consumers that contact the shop through e-mail when they need service for fashion purchases. Consumers below 50 years old are more likely than consumers above 50 years old to contact the shop through e-mail. This is presumably due to the fact that younger respondents are more use the internet than older consumers. Thereby, non-innovative consumers are very unlikely to gain service for fashion through e-mail. Thanks to the development of applications it is also possible to obtain

In document Omni channel shopping behaviour during the customer journey (pagina 71-87)