makaylareardon

By: Makayla Reardon

Why I Chose Amazon:

For my final project I have decided to use AMazon as my Fortune 500 company. I chose Amazon because it is a company that everyone is familiar with and has had some sort of interaction with. Every other car / truck on the road these days seems to be an Amazon delivery vehicle. Amazon as a concept and a company has always fascinated me because it started out as an online bookstore and has evolved into one of the largest e-commerce companies in the world. One of my close family friends is also one of the head of Human Resources for Amazon and through conversations with her I have been able to learn even more about Amazon as a company.

My Chosen Category: Amazon Prime

Amazon has revolutionized consumer shopping habits, so for my consumer behavior analysis I will be focusing on Amazon Prime and how its membership benefits influenced the way consumers shop and customer loyalty. As a regular Amazon shopper myself, I find that the membership benefits such as unbelievably fast shipping and amazing customer service, especially when it comes to processing returns are the reasons that I continue to shop on Amazon. I hope in doing my research for my final project I am able understand how the “perks” of Amazon Prime has shaped consumer habits and brand loyalty. The target consumer segment that I will be focusing on is the shopper that values quick, reliable service, low prices and a wide variety. I will be furthering diving into the benefits of having an Amazon Prime membership.

Research Sources:

1. The first source that I will be using, as per the advice from the family friend that is employed by Amazon, is the annual company report that Amazon releases. Inside this report is a breakdown of Amazon’s strategies, subscription models / services and financial health of the company. I will specifically focus on the subscription models / services to understand how Amazon Prime fits into or enhances Amazon’s overall business model.
2. The second source that I will be using is the National Retail Federations (NRF). According to the NRF’s website it is “the world’s largest retail trade association that represents businesses of all types and sizes”. The core mission of the NRF is to”advocacy before government and legislative bodies, retail research, industry communication and convening leaders.