Consumer Buying Behavior in Marketing
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Running head: Marketing consumer buying behavior
Marketing consumer buying behavior
Marketing consumer buying behavior
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Consumer buying behavior
The paper talks about the buying behavior of the consumers. It explains that how social
media networks affect the buying behavior and actions of the consumers in the global market. It
explains the significance of these social network channels to increase the revenue and profit of
the company.
A consumer is an individual who purchases various products and services of the company
for personal and special use. They do not purchase the products and services for manufacture and
resale purpose. There are several elements which affect the buying behavior of the consumers.
These factors comprise social factors, situational factors, marketing campaigns, personal
preferences (Oliver, 2014). The consumer’s buying behavior and actions are the important topic
of the marketing. The consumer behavior and actions are the study of groups, individuals or
organizations and the processes and procedures which they use and exercise to select, dispose,
and use and security of products, experiences, thoughts or ideas to satisfy the needs, wants and
requirements of the customers in the market. Further, consumer buying behavior is the sum total
of consumers preferences, intentions, attitudes, attributes and decisions about the consumer’s
actions and behavior in the marketplace when they buy the product or service from the market.
Consumer buying behavior and actions also play a vital and integral role in marketing. In
addition, social media networks influence the consumer buying behavior (Muruganantham, &
Bhakat, 2013).
The social networks generate a new place of the communication and interface among the
people. Individuals can share and exchange their reviews, knowledge, experiences, and opinions
with other persons due to the social network channels. These channels provide new opportunities
to the consumers related to new products and services. The company uses these channels to
increase and maximize the revenue and profit of the organization. The social media networks are
an effective and unique tool for the consumers to gain the knowledge and information about the
new products and services. The company can increase the demand for the products and services
with using these channels in the global market (Liu, Li & Hu, 2013). The social media networks
protect the rights of the consumers and maintain coordination and unity among the various
consumers in the global market. The social media networks promote the business, products, and
services of the company. It helps to create a good brand image of the company in the market.
The social media channels include Facebook, LinkedIn, Pinterest, Twitter, YouTube, and
2
The paper talks about the buying behavior of the consumers. It explains that how social
media networks affect the buying behavior and actions of the consumers in the global market. It
explains the significance of these social network channels to increase the revenue and profit of
the company.
A consumer is an individual who purchases various products and services of the company
for personal and special use. They do not purchase the products and services for manufacture and
resale purpose. There are several elements which affect the buying behavior of the consumers.
These factors comprise social factors, situational factors, marketing campaigns, personal
preferences (Oliver, 2014). The consumer’s buying behavior and actions are the important topic
of the marketing. The consumer behavior and actions are the study of groups, individuals or
organizations and the processes and procedures which they use and exercise to select, dispose,
and use and security of products, experiences, thoughts or ideas to satisfy the needs, wants and
requirements of the customers in the market. Further, consumer buying behavior is the sum total
of consumers preferences, intentions, attitudes, attributes and decisions about the consumer’s
actions and behavior in the marketplace when they buy the product or service from the market.
Consumer buying behavior and actions also play a vital and integral role in marketing. In
addition, social media networks influence the consumer buying behavior (Muruganantham, &
Bhakat, 2013).
The social networks generate a new place of the communication and interface among the
people. Individuals can share and exchange their reviews, knowledge, experiences, and opinions
with other persons due to the social network channels. These channels provide new opportunities
to the consumers related to new products and services. The company uses these channels to
increase and maximize the revenue and profit of the organization. The social media networks are
an effective and unique tool for the consumers to gain the knowledge and information about the
new products and services. The company can increase the demand for the products and services
with using these channels in the global market (Liu, Li & Hu, 2013). The social media networks
protect the rights of the consumers and maintain coordination and unity among the various
consumers in the global market. The social media networks promote the business, products, and
services of the company. It helps to create a good brand image of the company in the market.
The social media channels include Facebook, LinkedIn, Pinterest, Twitter, YouTube, and
2
Consumer buying behavior
Instagram. These networks are an important tool to build and develop a good relationship with
the target audience. In today’s era, social media is becoming the part of the person’s life. After
the various researchers, it has been analyzed that approx 500 million people are communicating
and interacting with social media networks in the universal market. These networks are the
significant and essential part of the marketing. These social media networks help to consumers to
estimate and predict the prices of the products. The quality, advertising, brand, and prices can
affect the consumer decision-making process. There is a good relationship between social media
networks and consumer buying behavior. Through social media networks, the consumers can
easily take important decisions related to products and services. It helps to make effective
marketing plans and strategies for near future around the world. Many marketers use these
channels for conducting marketing campaigns (Bian & Moutinho, 2011).
In today’s world, most of the consumers are using social media networks as a source or
tool to purchase and search items, products, services, and brands. Many companies are using
these channels to expand and flourish its business activities and operations around the world.
There are three main motives and gratifications for using the social network as a medium such as
social aspects, information, and entertainments etc. Twitter and Facebook are the important for
sharing important information, news and other experiences related to the new products and
services. The organization uses social media platforms to create and generate social support
within the firm. These channels help to build and develop effective and unique relations between
sellers and consumers in order to meet the long-term success and growth. It is the important tool
to support enterprises to increase the chances of growth and survival in the market across the
world. The consumer buying behavior process is divided into four steps which include problem
identification, purchasing decision, information search and post-purchase behavior (Deliya &
Parmar, 2012).
The social media networks provide competitive advantages and benefits for supply chain
partners. The social media networks are connected with each other with the main purpose of
exchanging and finding content and data. These networks can be used for self-representation,
self-disclosure and it helps to create a professional and unique identity in the global market.
These social media networks help to build and develop loyalty, honesty, confidence, and beliefs
(Gensler, Völckner, Liu-Thompkins & Wiertz, 2013). After the various researchers, it has been
3
Instagram. These networks are an important tool to build and develop a good relationship with
the target audience. In today’s era, social media is becoming the part of the person’s life. After
the various researchers, it has been analyzed that approx 500 million people are communicating
and interacting with social media networks in the universal market. These networks are the
significant and essential part of the marketing. These social media networks help to consumers to
estimate and predict the prices of the products. The quality, advertising, brand, and prices can
affect the consumer decision-making process. There is a good relationship between social media
networks and consumer buying behavior. Through social media networks, the consumers can
easily take important decisions related to products and services. It helps to make effective
marketing plans and strategies for near future around the world. Many marketers use these
channels for conducting marketing campaigns (Bian & Moutinho, 2011).
In today’s world, most of the consumers are using social media networks as a source or
tool to purchase and search items, products, services, and brands. Many companies are using
these channels to expand and flourish its business activities and operations around the world.
There are three main motives and gratifications for using the social network as a medium such as
social aspects, information, and entertainments etc. Twitter and Facebook are the important for
sharing important information, news and other experiences related to the new products and
services. The organization uses social media platforms to create and generate social support
within the firm. These channels help to build and develop effective and unique relations between
sellers and consumers in order to meet the long-term success and growth. It is the important tool
to support enterprises to increase the chances of growth and survival in the market across the
world. The consumer buying behavior process is divided into four steps which include problem
identification, purchasing decision, information search and post-purchase behavior (Deliya &
Parmar, 2012).
The social media networks provide competitive advantages and benefits for supply chain
partners. The social media networks are connected with each other with the main purpose of
exchanging and finding content and data. These networks can be used for self-representation,
self-disclosure and it helps to create a professional and unique identity in the global market.
These social media networks help to build and develop loyalty, honesty, confidence, and beliefs
(Gensler, Völckner, Liu-Thompkins & Wiertz, 2013). After the various researchers, it has been
3
Consumer buying behavior
evaluated that Facebook is one of the biggest social networks and it is very popular among the
consumers. It can influence the purchasing behavior of the consumers. The social media
networks have an impact on the consumer buying behavior. They help and assist the consumers
to take various important decisions related to the prepurchase and post-purchase of the services
and products. These channels play an essential role to improve and develop brand awareness
around the world. It also offers customized and modified the various products and services.
These networks provide right and appropriate information about the products and services in the
global market. The consumers have options to get special offers and discounts on the products.
The social media channels also help to generate consumer movement in the environment. It
protects the rights of the consumers across the world (Hartmann & Apaolaza-Ibáñez, 2012).
It provides various growth opportunities and chances to take various advantages in the
universal market. The marketers are able to reach its target market around the world with the
help of social media networks. The consumers have a chance to do online shopping through
these networks (Michaelidou, Siamagka & Christodoulides, 2011).
It will also help to create awareness among the various consumers in the universal
market. They can also get information about the defective and damaged products. E-commerce
plays a vital role in social media networks. The consumers can purchase online products and
services around the world. In this way, these channels are an important tool to reach its target
audience in the global market. But sometimes, these channels are not providing accurate and
adequate information related to the products and services to the consumers. Thus, various key
issues are faced by the consumers related to the social media networks. Therefore, marketers and
other people should focus on these social media networks to attract more customers in the market
(Kane, Alavi, Labianca & Borgatti, 2012). These channels also help to execute and implement
various promotional strategies with the organization.
The marketers evaluate and measure the level of satisfaction and dissatisfaction of the
consumers around the world. Through social media networks, consumers are able to know the
features, aspects, characteristics, attributes, and advantages of the products and services which
are available in the market. The consumers can know the key challenges and other risks which
are existed in the market (DeAndrea, Ellison, LaRose, Steinfield, & Fiore, 2012).
4
evaluated that Facebook is one of the biggest social networks and it is very popular among the
consumers. It can influence the purchasing behavior of the consumers. The social media
networks have an impact on the consumer buying behavior. They help and assist the consumers
to take various important decisions related to the prepurchase and post-purchase of the services
and products. These channels play an essential role to improve and develop brand awareness
around the world. It also offers customized and modified the various products and services.
These networks provide right and appropriate information about the products and services in the
global market. The consumers have options to get special offers and discounts on the products.
The social media channels also help to generate consumer movement in the environment. It
protects the rights of the consumers across the world (Hartmann & Apaolaza-Ibáñez, 2012).
It provides various growth opportunities and chances to take various advantages in the
universal market. The marketers are able to reach its target market around the world with the
help of social media networks. The consumers have a chance to do online shopping through
these networks (Michaelidou, Siamagka & Christodoulides, 2011).
It will also help to create awareness among the various consumers in the universal
market. They can also get information about the defective and damaged products. E-commerce
plays a vital role in social media networks. The consumers can purchase online products and
services around the world. In this way, these channels are an important tool to reach its target
audience in the global market. But sometimes, these channels are not providing accurate and
adequate information related to the products and services to the consumers. Thus, various key
issues are faced by the consumers related to the social media networks. Therefore, marketers and
other people should focus on these social media networks to attract more customers in the market
(Kane, Alavi, Labianca & Borgatti, 2012). These channels also help to execute and implement
various promotional strategies with the organization.
The marketers evaluate and measure the level of satisfaction and dissatisfaction of the
consumers around the world. Through social media networks, consumers are able to know the
features, aspects, characteristics, attributes, and advantages of the products and services which
are available in the market. The consumers can know the key challenges and other risks which
are existed in the market (DeAndrea, Ellison, LaRose, Steinfield, & Fiore, 2012).
4
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Consumer buying behavior
On the above discussion, it has been evaluated that social media networks affect the consumers’
buying behavior. The revenue and profit of the companies depend on the consumer buying
behavior. Further, social media channels play a vital and crucial role to determine and evaluate
the needs, expectation, and requirements of the customers.
5
On the above discussion, it has been evaluated that social media networks affect the consumers’
buying behavior. The revenue and profit of the companies depend on the consumer buying
behavior. Further, social media channels play a vital and crucial role to determine and evaluate
the needs, expectation, and requirements of the customers.
5
Consumer buying behavior
References
Bian, X., & Moutinho, L. (2011). The role of brand image, product involvement, and knowledge
in explaining consumer purchase behaviour of counterfeits: Direct and indirect
effects. European Journal of Marketing, 45(1/2), 191-216.
DeAndrea, D. C., Ellison, N. B., LaRose, R., Steinfield, C., & Fiore, A. (2012). Serious social
media: On the use of social media for improving students' adjustment to college. The
Internet and higher education, 15(1), 15-23.
Deliya, M. M. M., & Parmar, M. B. J. (2012). Role of Packaging on Consumer Buying Behavior
–Patan District. Global Journal of Management and Business Research, 12(10).
Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the
social media environment. Journal of Interactive Marketing, 27(4), 242-256.
Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward
green energy brands: The roles of psychological benefits and environmental
concern. Journal of Business Research, 65(9), 1254-1263.
Kane, G. C., Alavi, M., Labianca, G. J., & Borgatti, S. (2012). What’s different about social
media networks? A framework and research agenda.
Liu, Y., Li, H., & Hu, F. (2013). Website attributes in urging online impulse purchase: An
empirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829-
837.
Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and
measurement of social media marketing: An exploratory investigation of small and
medium B2B brands. Industrial marketing management, 40(7), 1153-1159.
Muruganantham, G., & Bhakat, R. S. (2013). A review of impulse buying
behavior. International Journal of Marketing Studies, 5(3), 149.
6
References
Bian, X., & Moutinho, L. (2011). The role of brand image, product involvement, and knowledge
in explaining consumer purchase behaviour of counterfeits: Direct and indirect
effects. European Journal of Marketing, 45(1/2), 191-216.
DeAndrea, D. C., Ellison, N. B., LaRose, R., Steinfield, C., & Fiore, A. (2012). Serious social
media: On the use of social media for improving students' adjustment to college. The
Internet and higher education, 15(1), 15-23.
Deliya, M. M. M., & Parmar, M. B. J. (2012). Role of Packaging on Consumer Buying Behavior
–Patan District. Global Journal of Management and Business Research, 12(10).
Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the
social media environment. Journal of Interactive Marketing, 27(4), 242-256.
Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward
green energy brands: The roles of psychological benefits and environmental
concern. Journal of Business Research, 65(9), 1254-1263.
Kane, G. C., Alavi, M., Labianca, G. J., & Borgatti, S. (2012). What’s different about social
media networks? A framework and research agenda.
Liu, Y., Li, H., & Hu, F. (2013). Website attributes in urging online impulse purchase: An
empirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829-
837.
Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and
measurement of social media marketing: An exploratory investigation of small and
medium B2B brands. Industrial marketing management, 40(7), 1153-1159.
Muruganantham, G., & Bhakat, R. S. (2013). A review of impulse buying
behavior. International Journal of Marketing Studies, 5(3), 149.
6
Consumer buying behavior
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Routledge.
7
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Routledge.
7
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