Customer Knowledge and the Internet

Select a company and write an analysis of how it uses the Internet to better educate its current and potential customers about its products in order to build greater brand recognition.

Introduction

While the process consumers go through to determine what products to buy is fascinating, the ways in which consumers actually use the products they have purchased is equally as interesting. Some products are associated with certain types of events or behaviors, but often consumers branch out on their own and use products in new and innovative ways. Consumers typically use dryer sheets to soften and add scent to clothing in a dryer, but some customers also use dryer sheets to deodorize their shoes. Companies that pay attention to such behaviors can expand the uses for their products and thereby increase the sales of their products. In fact, one brand of fabric softener now promotes the use of dryer sheets in shoes by placing a picture of that use on the side of the package.

Each consumer is distinct because of the unique composition of traits. However, groups of consumers can be identified based on the individual traits that they share. By studying a consumer’s age, gender, ethnicity, and income, marketers are better able to predict behavior.

Yet, specific pieces of demographic information alone cannot be calculated or analyzed in the same way as financial sales figures. Behavioral predictions that are based on demographics are more likely to provide insight into what direction a company should take its products rather than providing a specific answer.

For example, the age of a consumer might be seen as a determiner of whether or not he or she will purchase a motorcycle. You might predict that younger people would be more likely than older ones to buy a motorcycle. Harley-Davidson, however, knows that age is not the only key determinant. The median age for the purchaser of Harley-Davidson’s motorcycles has been rising over the past five years and is now approximately 47 years! However, the typical Harley owner does not just fit in that age category; the typical Harley owner also fits a certain income profile. The median income of a typical Harley customer is at least $80,000 per year. So, for Harley-Davidson, the age of the consumer and the income together help paint a clearer picture of a typical customer.

Reference

Harley-Davidson. (2008). Investor relations. http://investor.harley-davidson.com/demographics.cfm?bmLocale=en_US

Select a company and analyze how it uses the Internet to better educate its current and potential customers about its products in order to build greater brand recognition.

Complete the following:

• Select a firm that uses the Internet to offer consumers detailed and helpful information on its products.
• Describe the selected firm and its business.
• Locate the firm’s website. Analyze the website and how the firm uses it for brand recognition.
• Explain how the website is used to educate customers about the firm’s products. Provide examples.
• Describe how the website is used to create a lasting, favorable impression of the firm with customers. For example, consider how the firm may use its website to increase top-of-mind awareness of its products.
• Describe how the strategies used may affect customer behavior toward the firm’s products.

Use proper APA style and formatting. The content of your assessment should determine its length. Visit Evidence and APA for help with APA.

Competencies Measured

By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria:

• Competency 2: Analyze consumer behavior.
  • Describe a firm that uses the Internet to provide brand recognition and information about its products to customers.
• Competency 3: Assess the managerial application of customer behavior concepts.
  • Analyze how a firm uses the Internet to educate customers on its products.
  • Describe how the strategies used by the firm may affect customer behavior.