Research undertaken by Amazon has shown that the level of customer involvement has increased significantly since the acquirement of Whole Foods. This research has revealed that Amazon received an increase from engagement in fresh food from 12% to 56%. It is predicted that Amazon will reach the same level as Walmart by 2021 for fresh food sales and customer interaction.
This research shows that consumers are more likely to purchase more products from Amazon due to the accessibility of also buying groceries on Amazon. There is a ‘subscription’ plan on Amazon which is Amazon Prime. Amazon also has its own grocery delivery businesses, including AmazonFresh and Prime Now.
Further research about Amazon’s recent acquisition demonstrates the importance of Amazon’s promptness when dealing with customers and delivering orders. This is why Amazon has made a focus on improving handing and delivery, so as to gain the interest of more consumers.
Sensation refers to the functioning of our senses and the immediate response of our sensory receptors (eyes, ears, nose, mouth, skin) to basic stimuli such as light, colour, sound, odour and texture. Perception is the process by which these sensations are selected, organised and interpreted.
In some cases, consumers’s perception is influenced by word of mouth, friends, online reviews, and social media comments. In other cases, it’s from personal experiences, including online and offline. All of these influences shape the way we think about a brand. I think Amazon is a superb business mostly because of personal experience – cheap and accessible products, quick delivery and useful customer service. My opinion has also been influenced by my Dad who also shops online lots, and from online reviews that I read about the brand.
Bibliography
MR, Solomon, R, Russell-Bennett & J, Previte (eds), Consumer Behaviour, Pearson, Australia, 2019, pp. 298-304.
Stec, C. (2019). How to Improve Customer Perception. Blog.hubspot.com, https://blog.hubspot.com/service/improve-customer-perception, viewed 1 Apr. 2019
Fortune. (2019). http://fortune.com. http://fortune.com/longform/amazon-groceries-fortune-500/ Accessed 30 Mar. 2019
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