Consumer Buying Behavior in Marketing
Added on 2020-05-01
7 Pages1871 Words152 Views
Running head: Marketing consumer buying behaviorMarketing consumer buying behavior
Consumer buying behavior The paper talks about the buying behavior of the consumers. It explains that how socialmedia networks affect the buying behavior and actions of the consumers in the global market. Itexplains the significance of these social network channels to increase the revenue and profit ofthe company. A consumer is an individual who purchases various products and services of the companyfor personal and special use. They do not purchase the products and services for manufacture andresale purpose. There are several elements which affect the buying behavior of the consumers.These factors comprise social factors, situational factors, marketing campaigns, personalpreferences (Oliver, 2014). The consumer’s buying behavior and actions are the important topicof the marketing. The consumer behavior and actions are the study of groups, individuals ororganizations 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 andrequirements of the customers in the market. Further, consumer buying behavior is the sum totalof consumers preferences, intentions, attitudes, attributes and decisions about the consumer’sactions 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. Inaddition, social media networks influence the consumer buying behavior (Muruganantham, &Bhakat, 2013). The social networks generate a new place of the communication and interface among thepeople. Individuals can share and exchange their reviews, knowledge, experiences, and opinionswith other persons due to the social network channels. These channels provide new opportunitiesto the consumers related to new products and services. The company uses these channels toincrease and maximize the revenue and profit of the organization. The social media networks arean effective and unique tool for the consumers to gain the knowledge and information about thenew products and services. The company can increase the demand for the products and serviceswith using these channels in the global market (Liu, Li & Hu, 2013). The social media networksprotect the rights of the consumers and maintain coordination and unity among the variousconsumers in the global market. The social media networks promote the business, products, andservices 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, and2
Consumer buying behavior Instagram. These networks are an important tool to build and develop a good relationship withthe target audience. In today’s era, social media is becoming the part of the person’s life. Afterthe various researchers, it has been analyzed that approx 500 million people are communicatingand interacting with social media networks in the universal market. These networks are thesignificant and essential part of the marketing. These social media networks help to consumers toestimate and predict the prices of the products. The quality, advertising, brand, and prices canaffect the consumer decision-making process. There is a good relationship between social medianetworks and consumer buying behavior. Through social media networks, the consumers caneasily take important decisions related to products and services. It helps to make effectivemarketing plans and strategies for near future around the world. Many marketers use thesechannels for conducting marketing campaigns (Bian & Moutinho, 2011). In today’s world, most of the consumers are using social media networks as a source ortool to purchase and search items, products, services, and brands. Many companies are usingthese 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 associal aspects, information, and entertainments etc. Twitter and Facebook are the important forsharing important information, news and other experiences related to the new products andservices. The organization uses social media platforms to create and generate social supportwithin the firm. These channels help to build and develop effective and unique relations betweensellers and consumers in order to meet the long-term success and growth. It is the important toolto support enterprises to increase the chances of growth and survival in the market across theworld. The consumer buying behavior process is divided into four steps which include problemidentification, purchasing decision, information search and post-purchase behavior (Deliya &Parmar, 2012). The social media networks provide competitive advantages and benefits for supply chainpartners. The social media networks are connected with each other with the main purpose ofexchanging 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 been3
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