Consumer Behavior Assignment (DOCS)
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Added on 2020-05-16
Consumer Behavior Assignment (DOCS)
Added on 2020-05-16
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Running Head: Consumer BehaviourBlogs and consumerreviewsImpact of Customer reviews and Blogs onBuyer Behavior
Consumer BehaviorP a g e | 1Impact on Buyer Behaviour-Consumer review and BlogsBuyer behaviour can be understood as the systematic approach consumers follow when entering thepurchase process and making the buying decisions. This can be seen as four step process which helpsto understand the buyer behaviour at a microscopic level. Need recognition is the first step in the consumer buying process; this is a point at which a consumer becomes aware of existence of a functional or an emotional need. Hence, the marketers play an important role in need recognition bystimulating the need awareness in its marketing plan. Information search is conducted Post need recognition, consumer look forward to compare the products against a given set of criteria and also looks forward to evaluate other option. Marketers here have to focus on effective positioning and strong brand development to appear in customer information search (Solomon, 2014). In order to drive purchase and customer experience, customer loyalty and retention are very important to include in the marketing strategies, when the company is looking for long term relation with the customers. Provide loyalty programs; add on selling efforts etc. help in building loyalty amongst the consumers. Customer arrives at a decision by combining all the information he has collected and evaluated with his need for product, he gets into a decision mode to buy the product. Everyone fromhis peers, subordinates, word of mouth, internet, blogs, reviews assist him in making the right decision (Khaniwale, 2015)Hence it can be said that Buying behaviour extremely impulsive in nature, but it is more like doing a systematic research on the product, and hence it leaves the current marketers a lot of gaps to fill in with their marketing strategy, one such part of the marketing strategy which influences the buying and purchasing behaviour of consumer is consumer reviews and Blogs.Internet has a global penetration of 46%, which means 3.419 Billion people are connected through Internet out of the total population of 7 Billion. Also the unique Social media users are 2.307 Billion
Consumer BehaviorP a g e | 2and unique Mobile users add up tune to 3.790, the world can be seen more like a global village where every person is connected with internet. Internet thus opens a lot of avenues for the markets to promote their products and services and influences the customers buying behaviour(Poushter, 2016)Consumer review have a very strong role to play in influencing the buying behaviour of the customers, hence it is very important to learn and understand the impact and attitude of the costumer review on the consumers. According to one of the studies conducted in 2016 it has been shown that as many as 90% of the consumers read online review and an overall majority of 88% trust the online reviews and recommendation. It can be said that online reviews comes in handy to the customers when they are looking forward to buy a product, it helps them in in their purchase decision. Moreover it also makes sense as the customer reviews posted online are the reviews of people who have already used the product, and thus it makes more sense to trust their reviews. As mentioned earlier that the world has slowly but gradually transformed into a global Internet and hence a lot of information is available online which makes the customer buying journey easy and filled with utmost certainty. Customers these days put same or more amount of trust on the customer reviews as much they put it on their peers or closed ones, it has become that important aspect in customer purchase journey (Park & Nicolou, 2015). The world today is changing; the buyinghabits of people are change and also the buying process. The days when people used to go to the malls, speak with the sales representatives, take their word on the product has been replaced by comments posted online by the customers. The shopping is now limited to Internet, thanks to a number of e-commerce sites which have eased the buying process for the consumers. Amazon, Alibaba, Flipkart, E-Bay are the e-commerce sites which work on a marketplace model and facilitates transaction between buyers and seller, they just act as a medium in connecting the buyer to seller and facilitate the journey. Hence, it becomes important for the e-commerce companies to get good quality sellers on the board. It is more likely that a new consumer will buy from the seller who has good review online and people have been appreciating the quality of product he has provided in the past. (Cantallops & Salvi, 2014) Positive review in a way gives a relief to the consumers, he knows that the product he is looking to buy is good in quality and will be able to fulfil all the needs that he is looking forward to. At the same time, his faith is restored by the validation been given to him by numerous positive customer reviews. Another important study conducted on the buyer buying behaviour was that customers are more likely to spend 31% more on a business or a product with excellent review, this is most certainly not something astonishing, as it relates to buyer’s innate nature of getting the excellent product at an affordable price. Customer review not only help in increasing the sale, but it also helps in building a strong brand image in the minds of the consumer,
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