Online Market Segmentation – Experimental Consumer Research and Economic Valuation – August 2018

behavioural-and-experimental-economics||114consumer-and-firm-behaviour||114consumer-behaviour-and-protection||56
Sector: Behavioural and experimental economics | Consumer and firm behaviour | Consumer behaviour and protection
Client: EC DG Justice and Consumers
Published: 13 September, 2018
Document type: Report 
Tagged: behavioural and experimental e-commerce economic valuation mystery shopping qualitative analysis quantitative analysis EC/EEA

The European Commission commissioned LE Europe, Deloitte and Ipsos to study online personalised pricing and offers and targeted advertising. The study used desk research, stakeholder consultations, mystery shopping, a consumer survey and a behavioural experiment to understand how e-commerce websites use consumers’ personal information, and consumers’ attitudes and behaviour when faced with personalisation online. The study found evidence that e-commerce websites use consumers’ information to personalise offers, and that consumers may be more likely to buy personalised products when e-commerce websites target both advertising and offers to them.