Consumer Micro-moments: The Four Game Changing Moments and Consumer Online Buying Behavior

Abstract

Micro-moments are rationale-rich moments while selections are made, and alternatives fashioned. Such records and trends can provide insights as to what topics and types of content material the customers are looking for. The main agenda to choose this topic is that it is something very minute, yet highly profitable to a firm if done right. This chapter mainly aims to focus on quantitative analysis with the collection of data that revolves around questions which represent consumer behavior and some parts of consumer psychology as well. Google has devised four major moments with regard to online purchase behavior as just browsing, shopping, reviews to positive word of mouth which when measured in the right manner can generate the database of the most profitable target consumer group for a particular organization. This being the major agenda of the research, it will help marketers and the R&D team of any organization to formulate and advertise the right products on the right platform. The objective of this study is to connect consumer behavior and micro-moments for the benefit of marketers. The managerial implications of this study are to reduce the advertising costs by tapping into the right target customers and find a suitable online platform to advertise by understanding the micro-moments of the consumers with the help of some questions via the form of a questionnaire and finally to prove that the relation between measuring these moments of consumers are profitable to determine the purchaser’s mindset hence to achieve profitable conversions.

Citation

Shetty, P. and Khadir, F. (2023), "Consumer Micro-moments: The Four Game Changing Moments and Consumer Online Buying Behavior", Saini, A. and Garg, V. (Ed.) Transformation for Sustainable Business and Management Practices: Exploring the Spectrum of Industry 5.0, Emerald Publishing Limited, Leeds, pp. 267-278. https://doi.org/10.1108/978-1-80262-277-520231019