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Test Profile of the new digital consumer
Agenda
QUESTION 1: How is the hyper-connected consumer described in the text?
Stays connected most of the day using multiple screens
Shop exclusively in physical stores without using the internet
Avoid communicating in real time so as not to be distracted
Loyal to a platform even if it is slow
2nd QUESTION: What do you do when a platform is slow or cumbersome?
Tolerate load times and wait patiently
Abandon the platform and look for a more agile alternative
Prefer phone call to complete purchase
Disable images to load faster
3rd QUESTION: What information do you seek to validate your choice before you buy?
Brand's own discounts without comparison shopping
Social validation through forums, networks and third party reviews
Internal feedback from store marketing team
Printed brochures delivered at the point of sale
QUESTION 4: What happens when a bad experience is shared in networks?
Quickly forgotten without major impact
Is resolved privately between customer and company
Affects brand reputation with thousands of potential buyers
Enhances positive visibility by generating conversation
QUESTION 5: What should companies offer in the face of customer power in networks?
Increase investment in traditional advertising only
Limit public comments on your profiles
Prioritize selling without personalizing the proposal
Offer immediate and transparent service channels and engage the customer
6TH QUESTION: What does this consumer prioritize over platform loyalty?
Your time over loyalty to a specific platform
Site aesthetics over speed
Historical prestige of the brand over actual experience
Extensive policies even if they complicate purchasing
7th QUESTION: What is your pre-purchase research process like?
Just read the official website and decide
Be guided only by recommendations from close friends
Compares prices, features and opinions of others comprehensively
Avoid comparison to decide faster
8th QUESTION: How has the power asymmetry between brand and customer changed?
Remains pro-brand as in the past
Exclusively dependent on advertising budget
Remains balanced without change
Invested, the customer can influence and publicly sanction companies
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