Amazon Prime Consumer Behaviour

RUNNING HEAD: CONSUMER BEHAVIOUR 0
AMAZON PRIME

CONSUMER BEHAVIOUR 1
Executive summary
The communication mix is considered effective technique for promoting the product and services
and raising the consumers of the organizations. The objective of the report is to investigate the
communication mix adopted by company for promoting Amazon Prime and the behavior of the
consumers. The findings of the study revealed that organization use advertising and internet
marketing strategy to improve communication and increase the profitability of the organization.
Further, to remove problem such as dynamic environment and more competition,
recommendations is provided to the company that is it can adopt efficient communication
channel, select target audience based on the segmentation and can make alterations in the
communication practices.

CONSUMER BEHAVIOUR 2
Table of Contents
Introduction......................................................................................................................................3
Overview of the product..................................................................................................................3
Current marketing communication mix...........................................................................................4
Communication mix with findings..................................................................................................5
Recommendations............................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

CONSUMER BEHAVIOUR 3
Introduction
The communication mix refers to specific methods used to promote the company or its products
to targeted customers (Adam & Sultan Khan 2017). This is most effective strategy to understand
the behavior and attitudes of the consumers and supports in achieving the objective of the
organization and helps in accomplishing the goal of promoting the product (Yeshin 2012). In this
report, overview of Amazon Prime services and present marketing communication mix which
company adopt are discussed.
Overview of the product
Amazon Prime is the paid subscription services which are mainly delivered and offer by Amazon
to help the users for consuming all the services. Through, this consumer should not have to
charge extra for each service and overcome the challenge of providing all the services at
affordable cost (Castronovo & Huang 2012). The subscription service provides music, video as
well as various other additional benefits to motivate the consumers towards purchasing the
services. It was founded in the year 2005, and delivers several efficient services through which
consumers gets satisfied such as prime music in which the Amazon members can listen most of
the songs for free and consumers also get particular subscription service it which members can
listen unlimited songs. The other services that is prime video in which customers can view
different vides for longer term and can also read from the magazines, e-books and travel guides
(Bacik et al. 2018).
This service provides all the facilities according to the needs and requirements of the consumers.
Amazon Prime subscription service also provides the option to the members for getting home
deliveries through “Amazon Flex Contactors” (Nakano & Washizu 2017). These features and
innovation in the services motivate the consumers for use than other alternatives. It is estimated
that market performance of Amazon Prime is better which is evaluated by describing that in the
year 2020 it has up to 150 million it is because of meeting the needs and requirements of the
members by providing efficient services with innovation and addition (Bacik et al. 2018). The
other strategy is that Amazon invest more amount in encouraging the consumers and to
understand the current requirements of the consumers, this results in raising the revenue of the