Assignment Dissertation Consumer Behavior
Added on 2020-01-07
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Dissertation- LiteratureReviewConsumer behaviour
Table of ContentsLITERATURE REVIEW................................................................................................................1Advertising on smartphone social application affects local consumer buying behaviour .........1Local consumer buying behaviour and decision making as per the demographic characteristicssuch as age, gender, occupation and education...........................................................................3Analyse the marketing mix that influence decision making through using smartphoneapplication...................................................................................................................................6REFERENCES................................................................................................................................9
LITERATURE REVIEWAdvertising on smartphone social application affects local consumer buying behaviour According to the view point of Sørensen (2015), it can be assessed that it is essential forcompanies to undertake promotional activities upon smartphone application so that it influenceslocal consumers buying behaviour. Through advertising the products or services upon mobile ithelps in enhancing the sales and profitability of firm. It is the fastest and innovative method ofcommunication which assists in informing the clients about the available fashion in market(Sørensen, 2015). Thence, with the help of mobile application consumers can visit the website ofapparel retailer and check the latest fashion in trend in order to purchase them. Solomon (2014),stated introducing smartphone application it is the best way of influencing buying behaviour ofconsumers and thus attract them towards business. It also provides them offer to select the bestproduct and compare the same among different competitors products so that effective buyingdecision can be made. In order to keep consumers up-to-date with the rise in consumer andcompany adoption of mobile it raises the impact upon consumers to enhance the sales andproductivity (Solomon, 2014). With the help of updated technology and creating mobilemarketing strategy, business can enhance its market share and influence the purchasing decisionof buyers. Further, there are different advertising channels such as internet, mobile messaging,television advertisements, hoarding etc. which influences consumers to make purchase decision.Because of growing market of e-commerce it is significant for companies to introducesmartphone application so that they can provide easy platform for their buyers to come and makepurchases of the latest fashion as per Jain and Sharma 2013). Now-a-days consumers arebeginning to use smartphone application in regard to satisfy their needs and decide what andfrom where to purchase. Through launching mobile application it becomes easier for theconsumers to shop the required products within just one touch of their fingertips (Jain andSharma, 2013). According to the view of Aguirre-Rodriguez, Bosnjak and Sirgy (2012), if thebusiness knows what factor influence consumer buying decisions or what consumer considerbefore purchasing products, firm needs to develop effective marketing strategies in relation tosatisfy the needs of consumers. Furthermore, more and more local consumers are preferring touse internet through using their smartphone device in order to receive information and view1
advertisements instead of using tradition marketing methods such as television advertisements.Therefore, now-a-days companies also uses modern marketing methods such as onlineadvertising as most of the young people spend their time on internet and thus they came to knowabout the latest products available in market (Aguirre-Rodriguez, Bosnjak and Sirgy, 2012).Thus, it helps in expanding the business operations so that success can be attained. As per the view of Friday and et al., (2015), it can be assessed that there are wide rangeof internet users in the world and thus it involves around 80% consumers who uses smartphonein order to make purchases online. Hence, internet is considered as the best method throughwhich consumers can purchase the required products online and thus enhance their sales andprofitability (Friday and et al., 2015). Smartphone makes life easier as individual can access tothe internet anywhere so that they can cause the change of consumer behaviour from thetraditional way to the digital marketing. On contrary to this Pescher, Reichhart and Spann(2014), social media marketing is the tool that helps business to create their opportunity toexpand the business and increasing profit. Through comparing the same with traditional methodof marketing and advertising social media marketing (SMM) is more efficiency and directlydelivering the information to consumers while accessing to the internet. Through reviewing thestatistics it can be assessed that there are young consumers who access to the internet 24 hours inorder to purchase products online (Pescher, Reichhart and Spann, 2014). SMM is the bestmarketing communication technique which assists in communicating directly to the targetaudience through using different advertising method such as public relations, publicity, salesthrough social service providers. Main advantage of SMM is to apply the advantage of onlinemarketing in order to maximize the opportunity in order to expand their business operations sothat sales and profitability can be enhanced. Yoon and et al., (2012), stated that there are various shoppers who think that informationprovided by companies over internet is most useful as it helps in making effective consumerbuying decisions in regard to obtain effective smartphone social application. Thus, with the helpof this effective consumer decision making process is discussed in order to assess the advertisingmethod and how it affects the emotion and motivation of consumers buying decision.Smartphone plays a crucial role when it comes to making buying decisions so that it influencese-commerce companies to launch their products over internet in order to make effectivepurchasing decisions (Yoon and et al., 2012). Mobile devices is the best method through which2
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