Nathalie's Online Shopping Experience Nathalie is a second-year student at a Danish university who needs to buy textbooks for the new term. She tries the campus bookshop, but several of the required books are still unavailable, so she goes online to look for them. She uses her favorite portal, jubii.dk, to check out Scandinavian bookshops, but none of them have all the books she needs. She then tries a student shop that sells used books and provides search facilities for Bames & Noble, but the search facility does not seem to work. Finally, she goes to Amazon.co.uk, where the books she wants are in stock and can be delivered in about a week, maybe less. While she fills out the order form, she plans where to go next. She wants to look for an interesting topic for a course project and wants to visit a few of her favorite sites for news, music, and travel. She clicks 'OK' to her order confirmation and begins searching for inspiration on Yahoo.com. She also thinks about checking out the latest fashion and beauty tips. Suddenly, she remembers that she must print out a couple of study plans from the university website and answer a few emails. Nathalie's online shopping experience highlights several aspects of consumer behaviour. First, she is a price-sensitive consumer who tries to find the best deal on the books she needs. Second, she is a convenience-seeking consumer who prefers to shop online rather than visit physical bookshops. Third, she is an information-seeking consumer who uses search engines to find inspiration for her course project and keep up with news, music, and travel. Fourth, she is a time- constrained consumer who values the ability to multitask and get things done quickly and efficiently. Nathalie's behaviour is influenced by several factors, including her demographics, psychographics, reference group, and cultural values. As a student, she has a limited income and is therefore price sensitive. As a second-year student, she is also likely to be more familiar with online shopping than older generations. Her interest in fashion and beauty suggests that she may be influenced by the opinions and behaviours of her friends, who value innovative, style- conscious, independent women. Finally, as a member of Danish society, Nathalie shares certain cultural values and beliefs that may influence her purchasing decisions. In conclusion, Nathalie's online shopping experience provides insights into the complex and multifaceted nature of consumer behaviour. By understanding the various factors that influence consumers like Nathalie, marketers can develop more effective marketing strategies and target their products and services to the right audience. 1)List and describe the characteristics of the consumers that marketers may utilize in effectively targeting and influencing consumers during the research process. 2)Identify and describe Nathalie's characteristics from this case study. 3) Explain how Nathalie's characteristics influence her online shopping behavior. (10 Marks) (10 marks) (10 Marks) 4)Explain how Nathalie's use of different sources of information during her online shopping experience influenced her purchasing decisions. (10 Marks) 5)Identify and describe the external factors that may influence Nathalie's interest in fashion and beauty as well as her purchasing decisions. (10 marks)