Consumer Behavior: Impact of Social Media on Consumer Choices

This essay provides a comprehensive analysis of consumer behavior, highlighting its significance for businesses. It explores various factors influencing consumer decisions, including situational, personal, and social factors, with a particular focus on the impact of social media. The essay examines pre-purchase and post-purchase behaviors, emphasizing the role of online platforms in providing product information and shaping consumer choices. It also discusses consumer rights, the evolution of consumerism, and the importance of strategies to enhance customer satisfaction. The role of social media in promoting products, building brand recognition, and facilitating e-commerce is thoroughly explored, along with the importance of trust and security in online transactions. The essay concludes by emphasizing the importance of understanding consumer behavior to achieve organizational goals and maintain a competitive edge in the market. It also provides various references from where the information is taken.

Running Head: Consumer Behavior
Consumer Behavior

Consumer behavior
Consumer Behavior
Consumer behavior is an important aspect that should be taken into consideration by every
company. The main emphasis is given on the behavior of the consumers. Consumers are
considered as an asset for every organization. To sustain in the competitive environment it is the
responsibility of the organization to analyze the needs and wants of the consumers. The focus is
given on the factors that give direct impact on the pre- purchase and post- purchase behavior of
the consumers. The behavior of the consumer is based on the quality of the product and the
services that are offered to them.
The customer is an individual who purchase the products and services that are offered by the
company. The organization can only achieve its goals and objectives if there is enhancement in
the satisfaction level of the consumers. The products that are purchased by the consumers are for
the personal use. They purchase those goods which enhances the satisfaction level. Social media
has played a significant role in providing knowledge to the customers. It is seen that the
information of the products are available easily on the internet (Schivinski and Dabrowski,
2016). Before buying the product the consumer compares the prices or the features of product by
sitting at home. The consumers are considered as a digital native. Social media and internet
helped the consumers to take correct decisions. Consumerism is related with the social and
economic order that gives focus on the goods and services. Buying behavior of the consumers is
influenced by taking into consideration various factors like situational factors, personal factors
and social factors. For attaining the goal the organization should give main emphasis on
enhancing the satisfaction level of the customers (Richard, Habibi, Laroche and Paulin, 2016).
The buying decision include cultural factors in which the values, beliefs of the customers are
considered. There are many divisions which are based on the religion, race, age and sex. The
purchasing or buying behavior of an individual is also affected by the cultural dimensions of the
society. There are social factors also in which the consumer purchase the product by taking into
consideration the likings and preferences of the society. The last one concerned with the
individual factor in which the characteristics of an individual is determined like race, origin and
age (Lantos, 2015).
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Consumer behavior
The product that satisfies the needs and wants of the customer are preferred by the consumer. It
is seen that the consumer get attracted more towards the product that are available at low price.
Now a day it is important to take into consideration effective strategies so that the organization
can easily accomplish the goals and can attract more consumers. There are many rights that are
available for the consumers and also which provides safety and security in doing online
transactions. The consumers are protected by the unfair trade practices that are prevailing in the
market. By taking into consideration movement of consumers it is seen that it consist of
voluntary and democratic movement. In this the movement is for the consumers, by the
consumers and of the consumers. The consumers have the right to sue any organization that
conduct unfair trade practices (Goh, Heng and Lin, 2013).
Social media has given a major advancement in promoting new products in the market. In the
recent scenario, it is very easy for the company to promote its product in the market. Social
media offers a great platform for the consumers to communicate globally. It is seen that with the
use of online sources the consumers get knowledge and reviews about the product. Customers
can share their views and experience by taking into consideration the social media channels. The
consumer movement gives enhancement in the economy and also helps to enhance the level of
satisfaction of the customers (Papadopoulos and Heslop, 2014).
The companies that are engaged in online trading should give main emphasis on the security and
protection of the consumers. Trust is considered as an important factor at the time of online
shopping. So if the customers do not have safety or security then it can give negative impact on
the sales of the company. There are many rights that are available for the consumers like right to
be informed, right to safety. Decisions making of the customers are based on the behavioral
actions and environmental factors. Sometimes there are many situations in which the consumer
faces many problems to take the correct decisions. It is seen that the pre purchase and post
purchase decision making process is very difficult for the consumers (Labrecque, 2014).
Pre- purchase behavior is when the consumer wants some product or the need for the product
arises. If the need and requirement of the consumer arises, then it seen that they search for the
product. To make the correct decision the consumers search the information of the product. The
product brands, variations and the quality are taken into consideration. The information of the
product is collected by considering the age, gender and also the price. The consumer buying
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Consumer behavior
decision depends upon the price of the product. If the product is of low price then it is seen that
consumer put little efforts to buy the product. The information of the product can be taken by the
consumer from the internet sources or by searching in the market (Claiborne and Sirgy, 2015).
There are various activities that are taken into consideration by the consumers. There are
specific, ongoing and incidental activities on which the consumers give main emphasis. The
specific activities are related with the problems and also proper assistance is required. In the
ongoing activity the consumer search for a particular time period and then they take proper
decision to buy the product. There are many social media which are popular like Goggle,
Facebook and Instagram. The social media is a platform which is very useful and provides
profitability to the organization. The company promotes its products by showcasing the items on
the different social media pages. By seeing those images the customers get induced to buy the
product. Social media helps the company to popularize their product and also to enhance the
goodwill in the market. It is analyzed that if the customer is satisfied with the product, then they
will tell to more people about the product, by this the company can grow its operations in an
effective manner (Balladares,Llull, Miralles and Kennett,2016).
Social media is considered as the most cost efficient digital method that enhances the business
viability. If the company implements the social media strategies then it can be easy to implement
the brand recognition of the product. If the company do not promote its product on social media
then it will be very difficult to attain the objectives. There are many platforms that are available
for the consumer to buy a product. One of the most popular platforms is the social media in
which the customer can access to the product by sitting anywhere. Online shopping has been a
most popular method that is used by the consumer to purchase the product (Castronovo and
Huang, 2012).
After various investigations it is analyzed that social media provides various opportunities to the
organization. It is a great platform from which the company interacts with mass of customers in
an effective manner. By accessing to social media the customer can search the information about
the product and also helps the customer to offer variety of products. There are many discounts
and offers that are given by the company (Solomon, 2014). It is the best technique that is adopted
to attract the customer towards the product. E- Commerce is also a method by which the
consumer gets the knowledge about the product that is offered by the company. The company
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Consumer behavior
also gives many offers that make the customer aware about the new product in the market. The
social media channels enhance the awareness about the product and services globally. It is
considered as an effective source or a platform through which large audience can be covered
(Armstrong, Kotler, Harker and Brennan, 2015).
Sometimes there are many issues that take place in relation with the social media. The social
media do not provide accurate information about the product. It is a great drawback for the
company, as it misleads the consumers. If the information that is provided is not correct, then the
negative impact can be seen on the goodwill of the organization. Social media channel helps to
maintain the effective relationship between the organization and consumers. It is a great
platform of networking and communication. To enhance the company image it is very essential
to popularize the product on social media sites or channels (Campbell, Ferraro and Sands, 2014).
By taking into consideration it is seen that social media assist the consumers to take correct
decisions regarding the pre purchase and post purchase behavior. The company should try to
enhance the level of satisfaction of the consumers, so that the goals and objectives can be
attained in effective manner. Social media is a platform that enhances the goodwill of the
organization and also promotes the product in the market. The companies should also conduct
some awareness campaigns so that the consumer can become aware about the product (Vinerean,
Cetina, Dumitrescu and Tichindelean, 2013). By taking all this into consideration, it is seen that
social media plays a great role in today’s scenario.
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Consumer behavior
References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
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Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication
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Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in
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Richard, M.O., Habibi, M.R., Laroche, M. and Paulin, M., 2016. Recent Advances in Online
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