Consumer Behavior and Social Media Assignment
Added on 2020-04-01
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Running head: Consumer behaviourConsumer behaviour
Consumer behaviour The paper presents a brief overview of the consumer behavior. It explains that how socialmedia channels and internet sources influence the buying behavior of the consumers. Consumers play a vital and significant role in the economy. It explains that how various factors affect the pre-purchase and post-purchase behavior of the consumer. It explains the significance of online consumer movement. It explains that how the consumer is becoming the leader of the market. A consumer is a person who buys various products and services for personal use; they do not buy the products for resale and manufacture purpose. Therefore, consumer influences the marketing activities from various ways. A consumer is also considered the digital native. Further,consumer movement is an effort to promote and encourage consumer protection through an organized and formulated social movement. It advocates and promotes rights of the consumers. In other words, consumerism is a formulated and organized movement of government and citizens to impose and enforce the powers and rights of buyers in relation to the sellers. There is various factors influence the buying behavior of the consumers. These factors include the situational factors, social factors, and personal factors (De Mooij & Hofstede, 2011). Therefore, the firm should focus and analyze these factors to provide satisfaction to the consumers. The online consumer movement protects the rights of the consumers and it maintains unity and collaboration among consumers. It helps to protect unfair trade practices and malpractices in order to gain revenue and profit in near future. The consumer movement includesthe democratic and voluntary movement of the consumers. It is a movement of consumers, for the consumers and by the consumers (Zsóka, Szerényi, Széchy & Kocsis, 2013). Social media is a good source to gain survival and profitability of the company. Social media, internet, and online sources play a vital role to increase the sales of the products in the market. The online social media channels create a new place of communication and interaction among the people. Individuals can share their knowledge, experience, and opinions with one other due to the various social media channels (Rucker, Galinsky & Dubois, 2012). These social media channels have an impact on the consumer behavior in terms of purchasing and communication. Further, consumer movement plays a vital role in trade and commerce. The consumer movement provides help to the economy. It provides satisfaction to the consumers. After various researches, it has been analyzed that a consumer is the most important sightseer on the people premises. Thus, the companies should provide protection to the consumers. The 2
Consumer behaviour various rights have provided to the consumers such as the right to safety, right to choose the products and services, right to be informed, and right to be heard. The consumer movement in India is very slow (Reed, Forehand, Puntoni & Warlop, 2012). The consumer decision-making includes a continuous flow of an interaction and communication between behavioral actions and environmental factors. The pre-purchase and post-purchase decision-making process is very complex for the consumers. When a consumer realizes and understands the needs, requirements, expectations then he finds the information related to products and services. Thus, he collects the information about the products and services such as products variations, product alternatives, product brands and product quality. It is called pre-purchase decision-making process. The consumer can collect information and facts about a product and services that is depending on his age, education, risk, gender, product price and acceptance. The search activities include the specific, incidental and ongoing search activities (Hoyer & Stokburger-Sauer, 2012). Further, all the experiences, information and activities that follow purchase are included and integrated into the post-purchase behavior. Generally, after making a purchase, the post-purchase consumer's conflicts and disputes are raised in the market. Sometimes, they take wrong decisions related to products and services. The conflicts and disputes occur due to a lot of alternatives available in the market. Sometimes, the marketers need to ensure the consumer choices and requirements. The sellers mention important attributes, features, and benefits of the product to address and resolve the concerns of the consumers. The post-purchase dissonance and conflict affect the level of satisfaction adversely (Michaelidou, Siamagka & Christodoulides, 2011). Further, post-purchase is the stage of the consumer decision process where a consumer will take further action and decision based on their dissatisfaction and satisfaction level. The level of satisfaction and dissatisfaction of the consumers directly related to the various relationships between pre-purchase or initial expectations of the product and the post-purchase ofthe products. After the purchase, the consumers check and evaluate the quality and quantity of the products. If the consumer feels that product performance and quality is less than their expectations then consumer feel dissatisfied. If the products are according to the expectations and requirements of the consumers then it will provide satisfaction to the consumers. The Conflicts and dissonance arise due to dissatisfaction behavior of consumers. In today’s era, 3
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