Strategic Role of Consumer Moments of Truth: A Marketing Challenge in Mobile Communities

Strategic Role of Consumer Moments of Truth: A Marketing Challenge in Mobile Communities

Lukasz Lysik (Wroclaw University of Economics, Poland), Karol Lopacinski (Wrocław University of Economics, Poland), Robert Kutera (Wroclaw University of Economics, Poland) and Piotr Machura (Wroclaw University of Economics, Poland)
DOI: 10.4018/978-1-5225-0559-4.ch002
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Abstract

Contemporary consumers obtained many possibilities to search for goods and they are very active in this field. Although specialists know that it's difficult to state how, where this process of search takes place. Multi-channel market place is a very complex environment where brand battle for the customer attention. This chapter helps to understand consumer behaviour and reveals many facts concerning mobile and social world of marketing. The authors present the idea of micromoments and their place in the mobile and social channel of communication with the market. Among definitions and examples explaining the idea of micromoments Authors also try to answer questions that can help to understand how micromoments should be handled. Main aim of this chapter is to present behaviour of a modern consumer and factors influencing his decisions as being a part of mobile consumer communities.
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Background

Consumer behaviour and their decisions are gradually evolving along with progressive technological and civilization development. Growing awareness of consumer rights, more transparent market and global competition make it more important for consumers to make purchasing decisions consciously, based on the analysis and assessment of possible offers.

The increasing number of sources from which they retrieve the information, makes, however, that consumers come into contact with more and more different kinds of stimuli. Hence, these stimuli may encourage consumers to impulsive purchase, especially for fast moving consumer goods (FMCG’s) and services. On the other hand, in the case of the more important purchasing decisions, when the process is taking longer, consumers are exposed to stimuli for a longer period of time and under different situations. Contemporary marketing strategy should take into account recent changes in consumer behaviours, defined as “the dynamic interaction of affect and cognition, behaviour, and the environment by which human beings conduct the exchange aspects of their lives” (Bynum, 2008).

Since the first pulse (stimulus, needs, desires) consumer is guided along the purchase funnel, consisting of four steps (Barry, 1987):

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