Understanding Consumer Behaviour and the Importance of Social Media for Marketers

Consumer Behaviour -
Project 2

Table of Contents
INTRODUCTION...........................................................................................................................1
Analysis and Validity of Statement........................................................................................1
Importance of understanding consumer attitudes for marketers............................................3
Importance of Social Media and its influencers.....................................................................5
Range of social media channels for consumer demographics................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour can be referred to as the concept involving two main terms. Hereby,
consumer is regarded as the individual who is the end user of organisational offerings while
behaviour can be defined as the pattern in which individuals react to a particular situation
(AlAwadhi and Al-Daihani, 2019). Thus, consumer behaviour can be said to be the manner in
which end users behave within a specific situation. It is important for each and every corporate
sector to gain comprehensive knowledge of matters associated with consumer behaviour in order
to make anticipations regarding their decision making. Through the stipulation of effective
marketing strategies, an industry is able to analyse and segment the market. This helps in
ascertaining of target audience, thereby determining who the end users would be.
In this regard, the present report is based on The Aqua Contains which is a renowned
water bottle manufacturer. The entity is now coming up with organic bottles made from Bamboo
and containing sanipolymer to filter water. This is done with a view to meet the health related
demand of customers across the globe. The project covers understanding of consumer attitudes
within the confines of bottled water sector. Along with this, it comprises of a variety of social
media channels and their importance in marketing. Lastly, the suitability of these channels for
each consumer demographic is given.
Analysis and Validity of Statement
Social media can be referred to as a computer or mobile based technology which is keen
on exchange of views, opinions and thoughts on information by way of development of virtual
networking as well as community (Ansari and et. al., 2019). In terms of design, social media can
be deciphered as an internet based technology which provides its users with rapid form of
electronic correspondence of information. Hereby, the information may consist of personal
details of individuals, important documentation, video, image and so on. In this regard, it can be
seen that users participate on this platform owing to a number of reasons, one of the most
important of which is to carry out leisure activities. These include usage of social media for the
purpose of instant messaging.
In the light of statement, it has been determined that social media originally emerged as a
means to set interaction with friends, family members, acquaintances etc. However, with the
passage and evolution of time, it can be seen that it is being increasingly used by corporate giants
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with a view to capitalise upon this over popular and commonly used communication channel
(Bouwman and et. al., 2018). Social media provides businesses with the scope to extensively
reach out to their customer base with a view to set an effective communication with them. This is
a platform that has the power of connecting people across the globe within a fraction of second.
Across the global periphery, it has a base of 3 million users who are using either using desktop or
mobile social media to exchange personal or corporate information.
Social media has largely helped small and big corporate houses to make use of the tech-
enabled activities like photo or video sharing, blogging, business networking, reviewing and
many more to gain success and growth in the long run. It is regarded to be a crucial as well as an
indispensable tool for companies as they make use of this platform for finding and engaging with
its customer base, thereby driving its sale volume by a significant manner. Hereby,
communication is set by businesses with people across the globe in order to communicate them
about the features, USP and creativity involved in products and services offered by entity at
market place (Social Media Marketing for Businesses, 2019). Thus, social media hereby tends to
serve as a promotional and advertising technique that is capable of communicating information
to millions of users at any point of time. This makes customer engagement an easier task for
companies across the globe. Organisations captivate people via the usage of strong and impactful
content that can appeal to individuals and persuade them to have a consumption experience of
the offerings rendered by a corporation.
Social media has also inflated the usage of e-commerce sites by customers, thereby
providing assistance to business organizations in increasing their sales and profits. Social media
is also used by corporate giants to distribute timely, targeted and exclusive sales vouchers as well
as coupons to potential customers (Iankova and et. al., 2019). Also, development of healthy
relationship with people take place via loyalty programs that are largely linked to social media
channels.
As per the report of small businesses across the globe, 77.6% of them are making use of
social media to reach out to customers in a significant and appealing manner and promote their
offerings among them. Further, 41% of small business entities use this platform to drive their
sales (SOCIAL MEDIA MARKETING STATISTICS, 2019). Further, it has been ascertained that
approximately 54% of the overall social browsers across the globe make usage of social media
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