Consumer Behaviour Analysis and Recommendations for Appliances Online

This report analyzes the findings of Khan and Kupor's article on consumer behavior and applies them to Appliances Online, an e-commerce company in Australia. The report provides recommendations for the company to improve its after-sales services, energy efficiency ratings, and website user experience.

Running head: CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
Name of the Student
Name of the University
Author Note

1CONSUMER BEHAVIOUR
EXECUTIVE SUMMARY
The following report deals with the analysis of the finding that have been presented in a given
article and aims to apply the same in an organisation that exists in the real world. The report aims
to evaluate the various findings that have been put forth in the given article. The report further
proceeds to implement the findings in the context of a real-world organisation. The report further
advances towards the conclusion with the recommendations that might prove to be helpful in the
context of the given organisation.

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Table of Contents
Introduction..........................................................................................................................3
Findings...........................................................................................................................3
Recommendations............................................................................................................4
Conclusion...........................................................................................................................6
References............................................................................................................................7

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Introduction
Consumer behaviour generally refers to the study of the various groups, individuals and
the organisations as well as the other matters that pertain to the purchase and the use of the
concerned products and services. The consumer behaviour also takes into account the responses
of the concerned consumer of the given product or service that has been manufactured by the
concerned company. The following report deals with the analysis of the finding that have been
presented in a given article and aims to apply the same in an organisation that exists in the real
world. The report aims to evaluate the various findings that have been put forth in the given
article. The report further proceeds to implement the findings in the context of Appliances
Online one of the leading e-commerce companies of Australia. The report further advances
towards the conclusion with the recommendations that might prove to be helpful in the context
of the given organisation.
Findings
Khan and Kupor (2016) in their article state that the addition of risk prospects that have
similar valency to the already existent risky option leads to the decrease in the value of the
concerned risky option that has been existent in the matters that pertain to the concerned
products and the services that are offered by the concerned organisation. The paper states that the
normative value of the danger is perceived to be on the decline by the concerned consumer of the
product due to the fact that there is existent within the scope of the product other factors that deal
with lesser degrees of danger. This might arise from the condition that state that the consumers
perceive the highly dangerous matters that might be associated with the product or service are
less likely to occur than the matters that pertain to the lower amounts of the risks that are
associated with the concerned product or the service that is marketed by the concern. The article

4CONSUMER BEHAVIOUR
in discussion by Khan and Kupor (2016) majorly discusses the various drugs and other matters
that deal with the various side-effects of the drugs that might be faced by the concerned
consumer. The article further states that the inclusion of the smaller amounts of risks within the
concerned product helps in the reduction of the overall value of the considered risk by the
concerned consumer. The authors further state that the concerned consumers of the product or
service might consider the risks that are posed by the concerned drug on an average of the
various risks that are posed in case there is an inclusion of the matters that deal with the lower
risks that are associated with the same product. The concerned clients are observed to have been
considering the occurrence of the higher risks to be a rare phenomenon as compared to the
various number of the lower magnitude risks that are associated with the concerned drug that has
been inn question. The research that had been conducted for the composition of the article might
also result from the fact that the consumers have already assumed of a probability of the
likelihood of experiencing the matters that pertain to the high-risk zone as compared to the
conditions that deal with the experience of the low risk matters that are associated with the same
product. The study also reveals the fact that the consumers of the concerned product might show
the typical behaviour during the purchase of the similar products. The consumers might tend to
buy the products that provide them with the service that they might be requiring over those that
provide them with the other additional services along with the one that they might require. The
authors of the article do conclude the fact that the inclusion of even a small prospect that might
not affect the salient features of the greater prospect might also lead to the conditions wherein the
value of the available option might face an increment due to the increase in the number of the
possible prospects within the scope of the product.

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Recommendations
The findings of the concerned research were applied to one of the leading e-commerce
companies of Australia, the Appliances Online. The concerned company was founded in the year
2005 and one of the first retail companies in the country to have been dealing with the sale of the
products on an online platform. The application of the findings of the concerned research led to
the matters that the consumers of the company deal with the matters that pertain to the
involvement of the varying degree of the risks that are involved in the matters of the products
that are marketed by the online retailer that has been active within the country. The online retail
company is known to be a part of the very old business organisation, Winning Appliances. The
parent company has been functioning in the concerned market for the past 108 years. The
consumers of the concerned company might face the risks that pertain to the successful
installation and functioning of the products that they might procure from the concerned
company. The clients of the company are known to evaluate the risks that are involved in the
purchase and the marketing of the various appliances that are marketed by the company. The
company might be advised to enhance the various matters that deal with the after services of the
products that are marketed by the concerned online retail store. The various appliances that the
company had been providing to the concerned consumers are freezers, television sets, the heating
and the cooling appliances. The concerned company might deal with the matters that pertain to
the efficiency of the concerned appliance in matters that deal with the energy that is consumed
by the concerned appliance. The concerned company is advised to look into the matters that deal
with the various appliances that deal with the energy efficiency ratings of the various appliances
that are marketed by the concerned company. The companies might also be advised to look into
the matters that deal with the application of the positive word of mouth of the concerned

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companies. The company must also look into the matters that deal with the reviews of the
various products that are marketed by the concerned company. The company might further be
advised to look into the fact that the concerned e-commerce site is consumer friendly in nature
and displays features that are easy to understand on the part of the concerned potential as well as
existent buyers of the company. The company might be advised to put in the efforts in the
matters that deal with the betterment of the site experience of the potential as well as the existent
consumers of the company. The company might also be advised to bring about the betterments of
the various matters that deal with the aftersales services of the products that the consumers might
be availing from the concerned website of the e-commerce retailer in discussion, Appliances
Online.
Conclusion
In lieu of the above discussion it might be pointed out that the consumer behaviour is
highly proportional to the matters that pertain to the risks that are involved in the marketing of
the concerned products and services that are marketed by the concerned company. The above
discussion majorly relates to the matters that the consumer might find to be affecting the risk
potential of the concerned product or service that are marketed by the concerned company. The
company in discussion, Appliances Online, is provided with certain recommendations that might
help them to deal with the increment in the number of the consumers that they serve within the
country.

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References
Khan, U., & Kupor, D. M. (2016). Risk (mis) perception: when greater risk reduces risk
valuation. Journal of Consumer Research, 43(5), 769-786.