Mailmen Rejoice!
As discussed heavily in my first blog, Amazon Prime plays a huge role in my consumer behavior. I'm an active user of Amazon Prime, enough so that Ann Arbor mailmen are fed up with the amount of packages they deliver to my doorstep on a weekly basis. However, luckily for Ann Arbor mailmen, and sadly for myself, I won't be on campus any longer after graduation this year. They'll have to find other Amazon Prime users to take their anger out on, and I'll have to find other ways to use Amazon in whichever urban setting I move to.
Thankfully, the incredible features of Amazon don't stop at Amazon Prime. Instead, they've already branched into Amazon Fresh (Amazon's online grocery delivery service), Amazon Prime Now (offering household items and essentials in urban areas within two hours), and are branching into Amazon Prime Air (Amazon's drone delivery service within 30 minutes of order).
So, how does this relate to me and how does this relate to consumer behavior in general? Well, let's first take a look at Amazon Fresh. A year from now I'll no longer have several hours of free time throughout the day like I do in college. Sure, I spend a bunch of my free time in the library studying for classes, but regardless the free time in college will pale in comparison to the free time in the corporate world working at least 9-5 every day. Therefore, I won't have time for grocery shopping plain and simple, and Amazon Fresh can change that for me.
The monthly $14.95 fee for Amazon Fresh is well worth it for several key consumer behavior reasons we've learned in class. First of all, it appeals to the ease of convenience factor that several millenials nowadays are focused on. We don't have the time to go grocery shopping, and even if we do have time, we follow the lead of the rest of our generation. We talked about it in class when referring to social groups and influences, and it's a key point when looking at Amazon Fresh. Even if some millenials do have time to go grocery shopping, it's something several millenials don't have time for. And if several millenials don't have time for it, then several other millenials will follow the lead since grocery shopping online is the new fad. The social influence is a key factor in the success of Amazon Fresh with the millenial generation, and more can be found in this CNN Money article here.
Secondly, Amazon Prime Now is making great strides in several areas, specifically urban areas I will soon be living in. The 2-hour delivery service for essential household items, and 1-hour delivery for food from several participating restaurants in urban areas is appealing to the millenial convenience factor as well. However, Amazon Prime Now isn't only appealing to the individual millenial consumer, they're breaking into the segment of delivering to millenial-minded individuals at the workplace.
According to WebProNews, Amazon is offering Amazon Prime Now to businesses at an increased cost for delivery of office supplies at an expedited rate (WebProNews). This concept touches directly on the consumer behavior concept of microcultures. Businesses are beginning to understand they need to start to think like millenials to compete in today's day and age, therefore they are undergoing subscriptions like Amazon Prime Now in order to stay up to date and appeal to their millenial workforce and customers. The microculture of workplace environments are now turning into millenial-minded environments strictly because of the growing generation.
Lastly, Amazon Prime Air is in our sights whether we like it or not. Some individuals think it's going to be a huge bust like the pilots described in this article, while others feel it will be revolutionary as described in this article. I think Amazon Prime Air will be a huge success, primarily because it will appeal to the attitude consumer behavior concept. I believe consumers will be infatuated with Amazon drones flying around our skies at first, and they will purchase Amazon items just to experience the drone delivery. Because of the sophisticated drone deliveries, Amazon consumers will perceive very high value for the products. And if they feel their purchase is of high value, then they will have a great attitude about it, and therefore it will be a win-win for Amazon. Amazon describes the Amazon Prime Air concept in the short video below.
I am incredibly excited for other Amazon Prime features to play a larger role in my life, and I think the Ann Arbor mailmen probably are as well. Who knows what Amazon will come up with next?
References:
Amazon. “Amazon Prime Air.” YouTube, YouTube, 29 Nov. 2015, www.youtube.com/watch?v=MXo_d6tNWuY&feature=youtu.be.
“Amazon Prime Now Offers Business Shipping.” WebProNews, 25 Oct. 2017, www.webpronews.com/amazon-prime-now-offers-business-shipping-2017-10/.
Gupta, Shannon. “I Tried Amazon Fresh for a Month and Here's What Happened.”CNNMoney, Cable News Network, 11 Oct. 2017, money.cnn.com/2017/10/11/pf/amazon-fresh-value/index.html.
Oswald, Ed. “Here’s Everything You Need to Know about Amazon’s Drone Delivery Project, Prime Air.” Digital Trends, 3 May 2017, www.digitaltrends.com/cool-tech/amazon-prime-air-delivery-drones-history-progress/.
Pile, Tatiana. “Major Retailer's Staff Are Protesting Working Conditions.” AOL.com, Jen Hubley Luckwaldt, 17 Sept. 2017, www.aol.com/article/finance/2017/09/17/amazon-prime-air-pilots-protest-working-conditions/23212626/.
Soper, Spencer, and Olivia Zaleski. “Inside Amazon's Battle to Break Into the $800 Billion Grocery Market.” Bloomberg.com, Bloomberg, 20 Mar. 2017, www.bloomberg.com/news/features/2017-03-20/inside-amazon-s-battle-to-break-into-the-800-billion-grocery-market.
Thankfully, the incredible features of Amazon don't stop at Amazon Prime. Instead, they've already branched into Amazon Fresh (Amazon's online grocery delivery service), Amazon Prime Now (offering household items and essentials in urban areas within two hours), and are branching into Amazon Prime Air (Amazon's drone delivery service within 30 minutes of order).
So, how does this relate to me and how does this relate to consumer behavior in general? Well, let's first take a look at Amazon Fresh. A year from now I'll no longer have several hours of free time throughout the day like I do in college. Sure, I spend a bunch of my free time in the library studying for classes, but regardless the free time in college will pale in comparison to the free time in the corporate world working at least 9-5 every day. Therefore, I won't have time for grocery shopping plain and simple, and Amazon Fresh can change that for me.
The monthly $14.95 fee for Amazon Fresh is well worth it for several key consumer behavior reasons we've learned in class. First of all, it appeals to the ease of convenience factor that several millenials nowadays are focused on. We don't have the time to go grocery shopping, and even if we do have time, we follow the lead of the rest of our generation. We talked about it in class when referring to social groups and influences, and it's a key point when looking at Amazon Fresh. Even if some millenials do have time to go grocery shopping, it's something several millenials don't have time for. And if several millenials don't have time for it, then several other millenials will follow the lead since grocery shopping online is the new fad. The social influence is a key factor in the success of Amazon Fresh with the millenial generation, and more can be found in this CNN Money article here.
Secondly, Amazon Prime Now is making great strides in several areas, specifically urban areas I will soon be living in. The 2-hour delivery service for essential household items, and 1-hour delivery for food from several participating restaurants in urban areas is appealing to the millenial convenience factor as well. However, Amazon Prime Now isn't only appealing to the individual millenial consumer, they're breaking into the segment of delivering to millenial-minded individuals at the workplace.
According to WebProNews, Amazon is offering Amazon Prime Now to businesses at an increased cost for delivery of office supplies at an expedited rate (WebProNews). This concept touches directly on the consumer behavior concept of microcultures. Businesses are beginning to understand they need to start to think like millenials to compete in today's day and age, therefore they are undergoing subscriptions like Amazon Prime Now in order to stay up to date and appeal to their millenial workforce and customers. The microculture of workplace environments are now turning into millenial-minded environments strictly because of the growing generation.
Lastly, Amazon Prime Air is in our sights whether we like it or not. Some individuals think it's going to be a huge bust like the pilots described in this article, while others feel it will be revolutionary as described in this article. I think Amazon Prime Air will be a huge success, primarily because it will appeal to the attitude consumer behavior concept. I believe consumers will be infatuated with Amazon drones flying around our skies at first, and they will purchase Amazon items just to experience the drone delivery. Because of the sophisticated drone deliveries, Amazon consumers will perceive very high value for the products. And if they feel their purchase is of high value, then they will have a great attitude about it, and therefore it will be a win-win for Amazon. Amazon describes the Amazon Prime Air concept in the short video below.
I am incredibly excited for other Amazon Prime features to play a larger role in my life, and I think the Ann Arbor mailmen probably are as well. Who knows what Amazon will come up with next?
References:
Amazon. “Amazon Prime Air.” YouTube, YouTube, 29 Nov. 2015, www.youtube.com/watch?v=MXo_d6tNWuY&feature=youtu.be.
“Amazon Prime Now Offers Business Shipping.” WebProNews, 25 Oct. 2017, www.webpronews.com/amazon-prime-now-offers-business-shipping-2017-10/.
Gupta, Shannon. “I Tried Amazon Fresh for a Month and Here's What Happened.”CNNMoney, Cable News Network, 11 Oct. 2017, money.cnn.com/2017/10/11/pf/amazon-fresh-value/index.html.
Oswald, Ed. “Here’s Everything You Need to Know about Amazon’s Drone Delivery Project, Prime Air.” Digital Trends, 3 May 2017, www.digitaltrends.com/cool-tech/amazon-prime-air-delivery-drones-history-progress/.
Pile, Tatiana. “Major Retailer's Staff Are Protesting Working Conditions.” AOL.com, Jen Hubley Luckwaldt, 17 Sept. 2017, www.aol.com/article/finance/2017/09/17/amazon-prime-air-pilots-protest-working-conditions/23212626/.
Soper, Spencer, and Olivia Zaleski. “Inside Amazon's Battle to Break Into the $800 Billion Grocery Market.” Bloomberg.com, Bloomberg, 20 Mar. 2017, www.bloomberg.com/news/features/2017-03-20/inside-amazon-s-battle-to-break-into-the-800-billion-grocery-market.
I love Amazon Prime and the security in my building probably hate me because I’m literally too lazy to even pick up my packages from them… so I’ve had 3 packages waiting downstairs for the past 10 days (allegedly). I haven’t really considered buying groceries from Amazon but I definitely understand the value of convenience even though you’re giving up money in the value equation (Angell, 9/13/17). I wouldn’t pay for the service personally, but I understand why other millennials find enough value in the convenience to make up for the monthly fee. I think this service would be the most useful for anyone who doesn’t have a car in the winter, when it’s freezing outside and nobody wants to walk to the grocery store.
ReplyDeleteAngell, A. (2017, September 13). CB Chapter 2 Value. Lecture presented in University
of Michigan in Ann Arbor.
Hi Jack,
ReplyDeleteI really enjoyed reading your post about the different aspects of Amazon that I'd never even heard of before. Amazon Fresh really could apply to my life starting next year as you talked about graduating college students lose a significant amount of free time in the real world. I already struggle to get the grocery store just because of how much time it takes and I'm never sure exactly what I might want in the week ahead. My mom had always done the grocery shopping for me and my brothers up until we left for college. The convenience factor of having food delivered to me will be a huge factor in my decision in life after college.
Amazon Prime Air will definitely be really cool for the first few months but I'm not sure how long it will be sustained if people have to pay a premium just to have their things delivered to them by a drone. I love the idea and I'm really curious to see how Amazon will sustain the success of it over time.
Angell, A. (2017, September 13). CB Chapter 2 Value. Lecture presented in University
of Michigan in Ann Arbor.