Service Marketing - Fogg Behaviour Model - Case Study Example

MKTG 1112 Services Marketing (Semester 1, 2015) ASSESSMENT 1: Individual Assignment (30%) Student Name: ______________________ Student ID: _______________________ Executive Summary Currently, technological trends focus on mobile phones is the emergence of smart phones in the industry. The smart phones led to a series of events taking place. Among the industries that benefited from this technology is the marketing industry; the opportunity is mobile marketing could not just be ignored by any firm in the world of competition. This document analyses the key feature of two applications; ASOS and Trenery they way they influence consumer behaviour in marketing of their brand. The analysis is done based on Fogg Behaviour Model. In the model, behaviour is seen as a combination of ability, trigger and motivation. All the three are further divided into subcomponents. According to Fogg Behaviour Model (FBM), for a person to carry out target behaviour, first, there must be energy motivating the individual towards the behaviour, secondly, they should be able to perform the behaviour and lastly should be triggered to perform the behaviour. The occurrence of the above behaviours must be concurrent for the objective to be achieved. FBM is the best model for analysing and designing persuasive technology. It is also good in team building because individuals can relate a behaviour and outcome directly. Introduction and Overview of Trenery and ASOS Globally, mobile technology trend is focused on smart phones; hardware and application. Applications make the Smart phones more versatile. The applications (apps) fitted in the smart phone environment facilitates the end user to perform a number of functions in their device. Most of this applications range from recreational applications like games and video players, social media applications where people interact, marketing applications, security apps, internet access softwares and basic telephone interface like reading SMS, etc, (Kaushik, 2012). It is therefore clear that the mobile device is also important for other activities, beyond just making call. Among the recent trends mobile phones application is usage in marketing. There are many applications at the marketer’s disposal to explore and use in marketing there products and reach potential product users with ease and directly on their mobile phones. On the retailing industry, mobile marketing has a greater potential to transform the pattern of retailing due to timeliness and mobility of the mobile devices. Nowadays, the a customer can go into the retailers location using their mobile device anytime as opposed to the past when the customer had to physically visit the retailers premises. In mobile shopping the retailers can, create shopping list, search for product of choice, communicate with the retailer, compare prices, compare products, purchase products and make a fuss of in post acquisition behaviour, He, (2012). ASOS’ is UK based retail firm that sells fashion outfits, targeting the market of youth in twenties. It has embraced the evolving technology to influenced consumer behavior. In 2009 it lounged its mobile application; ASOS for iPhones and Androids, to facilitate mobile marketing. The introduction of mobile marketing at ASOS has seen it rise to top of the list in fashion retailing in the UK. Despites facing stiff competition from the other online marketer like Boohoo and Zalando, it is still maintaining its position as the leading independent online pure-plays fashion retailer for men and women in the UK, selling up to £770m (2012/2013) as well as being the second most frequently visited fashion website globally by 30 million visitors monthly. Though in the market value of UK, ASOS looks small, compared to the supermarket fashion, there is hope that he fashion retailer is rising to grater heights by 2017, Marketwire (2012). Trenery is another mobile marketing app that emerged in 2010. It’s a marketing app for retail shops selling men and women fashion clothes belonging to an Australian firm; iconic Australian fashion retailer Country Road. It is a web based apps that runs on mobile platforms and aim at improving their sales on global level. Trenery targets adults; above forties in Australia. The cutting edge for Trenery is the fact that the delivery of advertising massage is real time and the potential customer can access the information away from the other media anywhere anytime, Gartner, Inc. (2010). E-commerce is associated with success, competence and accomplishment. Suitability of ASOS and Trenery when it comes to the use of the mobile applications for marketing will be compared in this document using Fogg Behaviour Model. The analysis will be purely based on, ability, motivation and trigger. End users should be influenced to buy the product, hence there is need to create motivating factors to perform the target behaviour, make it simple to perform the target behaviour hence increasing the ability and ignite the desire to perform the target behaviour, Breakthrough Limited (2012). Analysis of ASOS and Trenery Mobile apps Analysis of the features of ASOS app and their influence on customers to perform target behaviour. How motivation has been used Motivation Pleasure and Pain ASOS online marketers are experienced in persuasive technology; they make online shopping fun by making online shopping experience more entertaining. This is done through elaborate pictorial of the products which are presented in a way that simulates enjoyment as one browse through a large number of exciting products at ones disposal. The site also provide the shoppers with a list of new items to explore, this arouses users interest in consumers mind hence the need to satisfy the urge by experiencing pleasure of having the outfits. The large number of items at the user’s disposal is also a motivating factor that gives the shopper a good reason to keep exploring the site because of the good feelings associated with the experience of online shopping, Consumer Barometer (2013). Fear and hope Among the youth, there is tendency of persons to move with fashion. They always do this with the hope that they will have more appealing looks. They also it for fear of not being left behind. The young generation is motivated by the fear to miss out new fashion. (Przybylski et al, 2013). In an attempt to create fear to miss out a product, ASOS use limited editions, flash sales and restricted quantities. Other important feature of the app that brings about the fear to miss out is social acceptance, Consumer Barometer (2013). Public Approval and Rejection Peer acceptance cannot be underrated among the youth. This behavior is more pronounced in ladies than in their counter parts; gentlemen, (Mangleburg, , 2004). In an attempt to seek approval from peer, individual tend to ask friends what they thin about the product. This can be done through sharing in the social media where the products can view by a number of friends. Such media provides an opportunity for a friend to like the product or leave a comment or both. Such social media include Facebook, Gmail, tweeter and WhatsApp. The target group is well fitted with this strategy hence the discovery of the ability of the app to perform such may motivate the potential customer to shop with ASOS. Especially if the motivation comes from peers approving purchase of a product. It becomes irresistible, Headline daily (2011). Analysis of the features of ASOS app in terms of ability to perform a number of duties to suit the user’s needs. Time ASOS app aim first to influence target market to purchase the product, to do this, the design of the app is suitable to decrease resistance to purchase. this product therefore give the user the opportunity to create a wish list by saving those products that arouses the desire to own as the wait for the appropriate time when they will have the finance to settle the bill for purchasing the product, He, (2012). The user interface for browsing through the product is very simplified. One can chose choose a task to perform as shown in the diagram alongside. However, process of buying a product is still long and complicated hence, it may confuse the customer. There is need therefore for immediate action from ASOS development team to look into the matter and make improvements. Money ASOS application is available at the Google app stores for Androids and is free to download. Other smart phones iPhones and iTunes app can also be downloaded free from the net. Accessing and downloading the apps there is free as long as one is connected to the internet, (Rogders 2012). Prices of products are marked in dollars and the apps and it is clearly stated in website and app stores that delivery is free. User can choose a range of products within a specified price range Physical effort The application is found online in the Google App store; it can easily be searched for and downloaded. Using the app is also a simplified process involving navigating through the windows that are clearly guided with clear pictorials. User can simply access the site when they are online and can do their shopping with ease. Brain Cycles Though the range of products that are available with ASOS is very wide hence covering many pages, the interface of the app has been design with consistent icons, menus and design that are consistent with other software hence giving the user some familiarity. The types of icons used graphics and are those that are encountered in other technological environments. Newer products that need the users to learn new skills do not succeed in mobile marketing environment. So when a product is perceived to be requiring new skills in usage, the customers may be reluctant to purchase the product. The choices at the customer’s disposal are close to 40,000. ASOS is very important to the shoppers filtering their choices based on products of choice as preferred by the customer. This app assists the buyer in making choices so that they are not confused by the choices at their disposal as well as misplace their priorities. This app is therefore instrumental when it comes to simplifying consumers thinking hence can Influence the consumer toward the target behavior (Budiu and Nielsen, 2010). Non-Routine ASOS app has capitalized on simplicity giving the consumer some familiarity in the environment of the software. Appearance of the app pages resembles those of ASOS website hence maintaining the consistency of familiarity. The images of item in the app are beautiful; this helps the consumers get entertained with the aesthetics of the site as they browse searching for the product of their choice. The good looking pictures in ASOS app move the consumers to imagine that products are credible and fit for consumption. Analysis of ASOS app factors That Triggers Target consumer behavior. Sparks and Triggers Pictorial representation of the products that have been used by ASOS app with clear coloring brings to the target persons the need to own such a product and use it with the perceived expectation of becoming part of the good look. It is clear that this trigger has been hidden under a motivation element of pleasure of having confidence resulting from good look wearing the fashionable product. Facilitators and triggers According to (Junglas, 2003), Facilitator as a trigger has been used to convince the customers that, using ASOS app is convenient Because they will not travel to buy the product. By using the app, the need to visit retail stores is eliminated but they can easily access the information they required right from their mobile phones. This ability to use the mobile phone for shopping is a combination of trigger and perceived simplified process is able to trigger the consumer to perform a target behaviour considering the strength of the trigger to perform target behaviour. Signals and triggers ASOS app has been connected with a number of apps that the consumers may be using because ASOS app is regularly being updated, there is need to communicate the same to the users. It is for this reason that the application has been connected with other app that is able to deliver the massage immediately it is posted. The use of this feature is extremely important for customer who may be having the ability to perform a target behaviour but is lucking the element of motivation to perform the behaviour, the feature though it triggers the customer to perform a target behaviour, it also motivates them too. Analysis of the features of Trenery app and their influence on customers to perform target behaviour. How motivation has been used Motivation Pleasure and pain Trenery on the other hand does not offer much of pleasure on their site. How to trigger the behavior of desire to buy does not come out clearly in Trenery. However, there is the pleasure of free delivery of a product coupled with security concerns that in case of any disorder, returns policy accommodates delivery back to the business premises. Hope and Fear To begin with, at the initial login in interface, there is a clear picture of smartly dressed man and women. The two gives the buyer a sense of hope that as they browse through the available products, they would equally manage to secure for themselves outfits that gives them almost the confidence of the couple at the cover page. The entry behavior of the customer here is therefore the hope that some good things in the site. However, regular updating of the website has never been constant with Trenery. This raises the fear for the customer that the products that are in the website may have actually been sold. Social acceptance The nature of the target market here is a men and women who are in their forties. This group do not need approval from friends like the twenties group of ASOS. For that reason, there are not options such as connecting to the social media. App store does not review Trenery app regularly, whereas, regular appraisal may boost motivation because they give users an assurance of getting up-to-date products in the app. The viewer therefore view products with a mentality of “this products may not be actually up to date” Analysis of the TRENERY app - ABILITY Time Efficiency and utility drive the users of Trenery app. It is observed that Trenery app users are after uniqueness; a different environment from the traditional one. Despite the unique environment, there is still an element of simplicity, smart looking pictorials and beautiful graphics to give the user a sense of satisfaction. (Venkatesh et al, 2003). The highest number of clicks a user can make from selecting the item that satisfy their need through completing the payment for the product in the app are thirteen. This a long process are opposed to the need to make the app simple for the customers with respect to time spent in using the app. Money The main aim of the Trenery app is to influence the customer to perform a target behavior; the target behavior in this case is purchasing a product which will lead to spending of money. The buying of the app is to facilitate online shopping using the app. This product is therefore suitable for those user who will be who want their shopping simplified so that they can spent less resources in times of time and travel in the their shopping. Physical effort Users of Trenery app require spending the least of physical effort if any when using the product. This therefore reduces the level of ability required by the user in using the product; which implies that influence the customer to achieve target behaviour is boosted. Brain Cycles Important changes that should be made to Trenery app to eliminate distort brain cycles are; making sure that the color of the product in the app matches with the one in the shop. This is not so in the app. The app should be fitted with feature to allow enlargement of a product to facilitate clear view, (Magrath , 2013). The absence of this feature on the app actually complicates the brain circle. None Routine Unlike ASOS which use icons, menus and graphics that are familiar with the users of the mobile apps, Trenery uses icon and graphic representation that are unique to Trenery app alone. This may give app user some sense of alienation which is not positive towards influencing the users to perform a target behavior. Analysis of Trenery app factors That Triggers Target consumer behavior. Sparks and Triggers Symbols, pictures and graphics have been used compressively by Trenery app but are more likely to trigger customer’s emotions but not sense. This though can also influence the customer to perform the target behavior, it is still not as good those symbols which trigger logic with proof. Feature that facilitate push massage, link to the newest products and salutation massage for the customer are missing in Trenery. Facilitators and triggers Trenery does not have facilitating elements hence cannot influence the customers with high ability and low motivation. Signals and triggers With Trenery, photographs act as signals, considering that at this age and time, where technology is robust, such methods end up sending confusing signals to customers and end up not attaining the mission which was intended for; the customer is not influenced to perform the target behaviour. Recommendations and Conclusion Overall Comparative Analysis From the above analysis, ASOS app tends to be more attractive to the online shopping customer. First of all, ASOS has a wide range of products with the most appropriate mobile application whose user interface is tailored to suite the user’s online needs. The app makes the mobile shopping experience more of fun to the user. The ability of the app to convince the keep the user happy in the site makes it a suitable pilgrim guiding the users toward the targeted behavior. However, the payment process in a long process which may look unreasonable but this process does not originate from ASOS. In the analysis above, ASOS application was design based on the three elements that are required to influence an individual to perform a target behavior. The results shows that motivation, ability and trigger are all present in the ASOS app. But motivation is weak, but ability is strong, for this reason, the strong On the other hand, Trenery app does not offer much of what the Fogg’s model requires in terms of motivation, the elements of ability are not strong either. Though there was a lot that could be done to trigger the customers craving towards the target behavior, they were ignored. References Breakthrough Limited (2012). Survey on the online shopping habit of the Hong Kong young people. Retrieved 27th , March 2015 from Breakthrough Limited, Web site: http://www.breakthrough.org.hk/ir/Research/48_Web_Consump_Behavior/ Consumer Barometer (2013). Consumer barometer-insight in online & offline purchase behavior. In Hong Kong, Singapore have highest number of tablet and smartphone users. 27th , March 2015 from Google, Web site: http://www.consumerbarometer.com/#?app=graph&req=getMetricData&metricId=44,31&countryId=3 Gartner, Inc. (2010). App-Store Mobile Downloads to Top 4.5B in 2010. Retrieved 27th , March 2015 from http://www.marketingcharts.com/interactive/mobile-downloads-at-app-stores-to-top-45b-in-2010-11676/ He, S. (2012). Mobile shopping trend on the rise. Retrieved 27th , March 2015 from http://www.chinadailyapac.com Headline daily (2011). The rapid growth of smartphone and tablet. Retrieved 27th , March 2015 from Web site: http://news.hkheadline.com/dailynews/headline_news_detail_columnist.asp?id=158560§ion_name=wtt&kw=97 Kaushik, R. (2012). Hong Kong, Singapore have highest number of tablet and smartphone users. Retrieved 27th , March 2015 from, Web site: 108. http://premiumproblogger.blogspot.hk/2012/06/hong-kong-singapore-have-highest-number.html Marketwire (2012). Number of Smartphones Around the World Top 1 Billion --Projected to Double by 2015. Retrieved 27th , March 2015 from, Web site: http://www.marketwire.com/press-release/number-of-smartphones-around-the-world-top-1-billion-projected-to-double-by-2015-1715571.htm Melanson, D. (2011). IDC: 18 million tablets, 12 million e-readers shipped in 2010 . Retrieved 27th , March 2015 from AOL Inc., Web site: http://www.engadget.com/2011/03/10/idc-18-million-tablets-12-million-e-readers-shipped-in-2010/ Office of the Communications Authority (2012). Retrieved 27th , March 2015 from http://www.ofca.gov.hk/en/media_focus/data_statistics/key_stat/index.html . 111 The Inquisitr (2013). 52.5 Million Tablets Sold In Q4 2012, Record Sales Included 22.9 Million iPads . Retrieved 27th , March 2015 from, Web site: http://www.inquisitr.com/503134/52-5-million-tablets-sold-in-q4-2012-record-sales-in114 Read More