Consumer Behaviour in Online Shopping: Cultural Influences and Issues

Running head: CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
Name of the Student
Name of the University
Author Note

1CONSUMER BEHAVIOUR
Table of Contents
Introduction....................................................................................................................2
Three major recent issues related to cultural influences and online shopping that affect
consumer behaviour...................................................................................................................2
Suggestion based on three solutions of marketing related to the issues........................4
Three industry based examples based on the issues.......................................................5
Conclusion......................................................................................................................5
References......................................................................................................................6

2CONSUMER BEHAVIOUR
Introduction
Consumer behaviour can be defined as the study which is helpful for the individual
customers, groups or organizations which buy, select or dispose various ideas that are related
to the goods and services that are offered to them. This concept is mainly based on actions
that are undertaken by the consumers within the marketplace and different motives that are
related to the actions. The study of consumer behaviour is related to social science that is
capable of combining various elements like, psychology, ethnography, sociology, marketing
and economics. The preferences, attitudes and different emotions of consumers can be
understood with the help of consumer behaviour study (Anker et al. 2015, p. 540).
The analysis in the report will be related to the discussion which is related to different
issues that take place in consumer behaviour in online shopping. The culture related to
shopping habits influenced by buying based habits of the consumers will be discussed in the
report. The industry examples will be considered for analysing the consumer behaviour in a
detailed manner.
Three major recent issues related to cultural influences and online shopping that affect
consumer behaviour
Internet shopping or online shopping can be defined as an effective medium related to
shopping that can be used by consumers in current business related environment. Different
activities that are a part of online shopping have started increasing and it has started
becoming a common trend that is evident within the young consumers. The levels of comfort
that exist in different online platforms have been able to affect the increase in popularity of
the online activities among the consumers (Dessart, Veloutsou and Morgan-Thomas 2015, p.
40). The consumers who are a part of developed countries are affected by the facilities and
levels of convenience that are offered by the methods related to online shopping.

3CONSUMER BEHAVIOUR
Another important factor which is able to affect the consumer behaviour in an
industry is the culture that exists within the organizations. The patterns related to behaviour
of different individuals and the beliefs and values are also important for analysing the
effectiveness of the behaviour of consumers towards the products and services. The effective
determination related to consumer behaviour can be made possible by analysing the culture
of which the consumers are an important part. The products that are thereby offered by the
organization are successful in some areas and are not able to gain success in some other areas
(East et al. 2016). The marketers of the organizations need to take into consideration the
cultural factors in order to provide the customers with effective services.
First influence that is provided by online shopping on the behaviour of consumers is
related to the levels of loyalty that they have towards the brands. Consumers who are
considered to be a part of new generation lack the loyalty towards the organizations or the
brands. A significant part of the online shopping process is based on prices offered by the
company. Cultural factors are related to benefits offered by products offering lower levels of
prices (Godey et al. 2016, p. 5835).
Online reviews offered by the consumers are able to play a significant role in
analysing the behaviour that is shown by them towards retail based products that are provided
on the online as well as offline platforms. Culture related to online recommendations is
considered to be a major part of effective levels of operations based on consumer behaviour
that is depicted in retail industry. Different personal insights which are developed by the
consumers are based on the reviews which are offered online (Kumar et al. 2016, p. 20).
The consumers in modern retail industry are offered with different choices which can
affect profitability and operations of the companies. The consumers are offered with different
reasons that are able to persuade the customers to buy the products from one organization in