MKTG300: Amazon Consumer Behavior in Digital Context Report

This report analyzes significant changes in consumer behavior within the digital context, using Amazon as a case study. It identifies shifts in consumer habits driven by digital access, including increased mobile phone usage, demand for faster delivery, and growing environmental awareness. The report evaluates the impact of these changes on Amazon's marketing activities, assessing its ability to retain existing customers and attract new ones. It examines Amazon's strategies, such as Prime membership, product line expansion, and promotional offers, while also acknowledging the competitive landscape. Furthermore, the report offers recommendations for enhancing Amazon's marketing strategy, including opening offline stores and expanding the eco-friendly product line. The report concludes that Amazon must adapt to evolving consumer behaviors to maintain its market position and drive growth in the face of increasing competition and changing customer expectations.