Literature Review: Consumer Behaviour, Advertising on Smartphones

This literature review delves into the impact of advertising on smartphone social applications on local consumer buying behavior. It examines how advertising influences consumer decisions, with a focus on the role of demographic characteristics such as age, gender, occupation, and education. The review analyzes the marketing mix elements that influence decision-making through smartphone applications, exploring various advertising channels, including internet, mobile messaging, and social media marketing. It highlights the significance of smartphone applications in e-commerce and how businesses can leverage them to enhance market share and sales. The review also discusses consumer behavior processes, including need recognition, information search, alternative evaluation, purchase decisions, and post-purchase behavior, emphasizing how smartphone advertising affects each stage. Furthermore, it underscores the importance of understanding consumer behavior to develop effective marketing strategies and improve sales performance in the digital age, and provides a comprehensive analysis of the existing literature on the subject.

Dissertation- Literature
Review
Consumer behaviour

Table of Contents
LITERATURE REVIEW................................................................................................................1
Advertising on smartphone social application affects local consumer buying behaviour .........1
Local consumer buying behaviour and decision making as per the demographic characteristics
such as age, gender, occupation and education...........................................................................3
Analyse the marketing mix that influence decision making through using smartphone
application...................................................................................................................................6
REFERENCES................................................................................................................................9

LITERATURE REVIEW
Advertising 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 for
companies to undertake promotional activities upon smartphone application so that it influences
local consumers buying behaviour. Through advertising the products or services upon mobile it
helps in enhancing the sales and profitability of firm. It is the fastest and innovative method of
communication 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 of
apparel 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 of
consumers and thus attract them towards business. It also provides them offer to select the best
product and compare the same among different competitors products so that effective buying
decision can be made. In order to keep consumers up-to-date with the rise in consumer and
company adoption of mobile it raises the impact upon consumers to enhance the sales and
productivity (Solomon, 2014). With the help of updated technology and creating mobile
marketing strategy, business can enhance its market share and influence the purchasing decision
of 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 introduce
smartphone application so that they can provide easy platform for their buyers to come and make
purchases of the latest fashion as per Jain and Sharma 2013). Now-a-days consumers are
beginning to use smartphone application in regard to satisfy their needs and decide what and
from where to purchase. Through launching mobile application it becomes easier for the
consumers to shop the required products within just one touch of their fingertips (Jain and
Sharma, 2013). According to the view of Aguirre-Rodriguez, Bosnjak and Sirgy (2012), if the
business knows what factor influence consumer buying decisions or what consumer consider
before purchasing products, firm needs to develop effective marketing strategies in relation to
satisfy the needs of consumers. Furthermore, more and more local consumers are preferring to
use internet through using their smartphone device in order to receive information and view
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advertisements instead of using tradition marketing methods such as television advertisements.
Therefore, now-a-days companies also uses modern marketing methods such as online
advertising as most of the young people spend their time on internet and thus they came to know
about 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 range
of internet users in the world and thus it involves around 80% consumers who uses smartphone
in order to make purchases online. Hence, internet is considered as the best method through
which consumers can purchase the required products online and thus enhance their sales and
profitability (Friday and et al., 2015). Smartphone makes life easier as individual can access to
the internet anywhere so that they can cause the change of consumer behaviour from the
traditional 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 to
expand the business and increasing profit. Through comparing the same with traditional method
of marketing and advertising social media marketing (SMM) is more efficiency and directly
delivering the information to consumers while accessing to the internet. Through reviewing the
statistics it can be assessed that there are young consumers who access to the internet 24 hours in
order to purchase products online (Pescher, Reichhart and Spann, 2014). SMM is the best
marketing communication technique which assists in communicating directly to the target
audience through using different advertising method such as public relations, publicity, sales
through social service providers. Main advantage of SMM is to apply the advantage of online
marketing in order to maximize the opportunity in order to expand their business operations so
that sales and profitability can be enhanced.
Yoon and et al., (2012), stated that there are various shoppers who think that information
provided by companies over internet is most useful as it helps in making effective consumer
buying decisions in regard to obtain effective smartphone social application. Thus, with the help
of this effective consumer decision making process is discussed in order to assess the advertising
method 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 influences
e-commerce companies to launch their products over internet in order to make effective
purchasing decisions (Yoon and et al., 2012). Mobile devices is the best method through which
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products can be viewed by the consumers and thus make effective decisions to purchase them in
order to improve the productivity of firm in market.
As per the view of Farmer, Kidwell and Hardesty (2014), it is essential for businesses to
consider the effect of social media advertising on decision making so that success can be
attained. It is crucial for firm to obtain effective online platform for selling the products over
internet so that consumer attitude can be identified and thus sales can be enhanced up to great
extent. Further, it is crucial for enterprise to make effective decision making and also obtain trust
upon the buyers so that they can purchase products online. Business needs to identify the current
market structure and thus influences consumers through providing them the best products or
services in order to enhance the sales and profitability in market (Farmer, Kidwell and Hardesty,
2014). Company advertises its products over internet so that crucial information can be delivered
to buyers over smartphone and thus it is useful to narrow the context of the research in order to
incline towards the advertising for products or services (Bedi and Lal, 2014). Thus, it can be
assessed that mobile application is the best method through which promotion of products or
services can be done in order to enhance the customer base. Each and every consumer uses
internet platform for shopping thus it is the best way through which communication can be made
in order to expand the business operations.
Local consumer buying behaviour and decision making as per the demographic characteristics
such as age, gender, occupation and education
According to the view point Brucks, Newman and Nitta (2012), it can be assessed that
producer of goods are required to identify the consumer buying behaviour and decision making
so that success can be attained in an effective way. Thus, it is essential for enterprise to identify
the demographic factors such as age, gender, occupation and education so that consumers can be
attracted towards company and enhance the sales and profitability. There are various theories
that helps in analysing buying behaviour of individuals and businesses in order to persuade them
towards firm and enhance the sales effectively (Brucks, Newman and Nitta, 2012). It can be
analysed that often a consumer will feel a need to purchase a product and go through a series of
steps before making the purchase. Also, different consumers will possess different buying
decisions based upon the number of factors such as cultural influences, environmental elements
etc. Company promoting the products on mobile helps in presenting the information to potential
buyers so that operations of firm can be expanded (McKenna, 2012).
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Further, it also assesses the decision making of consumer as per different demographic
characteristics such as age, gender, occupation and education. All these factors influence
decision making of individuals so that set objectives can be attained as per Betsch and
Haberstroh (2014). It is also significant for buyers to make effective decision regarding buying
of products or services. Following is the consumer buying decision process such as-
 Recognition of needs- It can be assessed that recognition of needs is the first and
foremost step in the buying process. However, if there is no need of the products in
market then consumer's actual situation and interest can be identified. Also, it is
significant for enterprise to identify the needs of individual so that best products can be
delivered to them through internet as per Rice (2014).
 Information search- It is another crucial factor that assesses that once the information is
searched, it is the time for the clients to obtain information regarding the possible
solutions to the problems. With the helps of internet, which is the most suitable method
for purchasing products or services in order to improve the buying conditions of firm in
market. Potential clients search the information regarding the product over internet and
thus obtain significant information in an effective way (Beach, 2014).
 Alternative evaluation- As per the view of Muscat and et al., (2015), Papadopoulos and
Heslop (2014), once the information is collected it helps clients to evaluate the different
alternatives that offers that is able to evaluate the different alternatives that is provided to
them which is one of the most suitable method in order to assess the needs and behaviour
of clients (Muscat and et al., 2015).
 Purchase decision- Further, it can be assessed that consumer is required to make
purchase decision so that best quality products can be chosen with the help of internet. It
helps in developing different decisions regarding product features, perceived value and
capabilities etc. so that best decision can be made in terms of improving the sales and
profitability of firm (Ifinedo, 2011).
 Post purchase behaviour- As per the view of Jones (2008), once the product is
purchased and used, the consumer will assess the adequacy as per the original needs.
Hence, it helps individual to make decision regarding buying the products so that sales
can be enhanced. As per the opinion of Katerina and et.al., (2009), it will influence such
future decisions and buying behaviour in order to attain customer satisfaction. On the
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other hand, if the experience with the product was average or disappointing, the
consumer is going to repeat the buying process so that success can be enhanced.
According to the viewpoint of Kumar (2010), it can be assessed that providing useful
information upon internet that can be viewed upon internet helps in making purchase decision so
that best results can be attained. In regard to identify the requirements of consumers effective
strategy needs to be adopted so that best results can be attained. It provides options to consumers
upon their smartphone so that with a click they can purchase the goods online. Hence, it helps in
enhancing the sales and profitability of firm in market. It also assists in improving the marketing
strategies and attaining business goals precisely. It is also essential for producers to make
effective decision regarding producing the products or services and thus making effective
decision making so that sales and profitability can be enhanced (Lagrosen, 2005). Also, it is the
best way through which consumers are offered effective product or service and thus sales can be
attained. Company needs to promote the products or services upon smartphone so that large
number of young people using internet services can be attracted and thus improve the sales
performance so that desired targets can be attained. Further, it is significant for business to
advertise the products on social media marketing through using internet assists in improving the
sales strategies so that success can be obtained.
As per the opinion of Veen and Ossenbruggen (2015), local consumers buying behaviour
needs to be identified so that overall objectives can be attained. It is essential for enterprise to
assess the buying decisions of consumers so that appropriate decisions can be made in relation to
attain desired satisfaction. For instance, by developing the product or service as per the needs
and preferences of consumers it helps firm to expand the business operations so that success can
be attained. Moreover, effective strategies needs to be adopted in relation to attain specific
targets so that success can be achieved.
Moreover, it is significant for business to enhance the customer base by providing them
effective products or services and thus set targets can be attained effectively and efficiently. As
per the opinion of Youssef and Soliman (2003), effective customer relationship needs to be
maintained in terms of achieving desired targets and thus undertake best results so that success
can be attained effectively. Further, it is essential for business to identify the requirements of
consumers so that set targets can be obtained in an efficient way.
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Analyse the marketing mix that influence decision making through using smartphone application
According to the view point of Zhang and et.al., (2011), it can be stated that by adopting
effective marketing mix tactic it helps in influencing decision making by using smartphone
application so that set objectives can be attained. It is also significant for me to assess the
marketing mix strategies that influences the decision making process so that smartphone
application can assist in identifying the target market. It is the best way through which
appropriate decision can be made using smartphone application so that promotion of products
can be done upon it in order to enhance the customer base. It is one of the effective marketing
mix tactic that assists in improving the market share of products or services so that best decision
can be made in order to attract consumers. Marketing mix is the best way through which firm can
influence potential buyers towards firm and thus they can attract potential customers towards
purchasing the product through internet (Zhao and Zhong, 2015). Company undertakes such
method because most of the buyers are young and thus they spend their time surfing on internet
in order to make effective decision. Further, adopting effective marketing strategy assists in
improving the sales and profitability of firm in market.
As per the view of Clemen and Reilly (2013), marketing tactics are crucial component
that assists in improving the business opportunities so that set targets can be attained in an
effective way. Thus, it is the best method through which promotion of products can be done upon
mobile application as it is used by consumers very frequently. It helps them to communicate with
them in order to make effective relationship so that success can be attained. Organization is
required to identify the effective marketing strategies so that products or services can be offered
to target customers in order to enhance the sales performance of firm.
Further, it is crucial for enterprise to adopt effective strategies in relation to enhance the
sales and profitability so that set targets can be attained. According to the view of Newell,
Lagnado and Shanks (2015), marketing tactics is the best way that helps in obtaining desired
results so that set strategies can be attained in an effective way. Company is required to enhance
the sales and profitability of firm in order to achieve desired success. Company uses effective
mobile application method so that promotion of products or services can done upon it which
helps in improving the target sales and achieve desired results. Hence, it is the best way through
which potential customers can be attracted by sending them images as well as information upon
their smartphones in order to enhance the target market. Further, it is significant for business to
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achieve effective marketing strategies in relation to develop effective relationship with
consumers so that set targets can be attained in an effective way (E-Marketing Mix, 2015). It also
assists in improving the sales and profitability of firm in marketplace. Consumers are likely to
adopt effective tactics so that best customer relationship can be build in order to satisfy their
needs and wants.
As per the opinion of Sørensen (2015), it is significant for firm to obtain best methods so
that consumer goals can be attained in an positive way. Marketing is the tactic that assists in
improving the business opportunities so that best marketing campaign can be done in relation to
obtain specific targets. Also, consumers are required to obtain efficient resources so that it can be
implemented in an effective way in order to achieve success. Moreover, it is crucial for business
to achieve specific targets so that mobile application is the most used factor that helps in
implementing the desired results. Businesses adopts smartphone application which is the best
way of marketing the products or services in market so that desired results can be attained in an
effective way. Hence, company develops specific relation with consumers by providing them
best deals upon their smartphones so that success can be attained effectively and efficiently
(Elements of an Effective Internet Marketing Campaign, 2015).
Solomon (2014), stated that organization aims to promote the goods among target
consumers in relation to provide best results within market. Company undertakes effective
strategies so that public relations can be developed among them and thus it assists in improving
the business tactics so that set targets can be attained in an effective way. Marketing strategies
are required to be adopted by firm in order to influence the business towards market growth and
success. It is significant for business to develop effective relations among each other so that
desired results can be attained in an effective way. Company is required to achieve desired
marketing strategies in relation to make effective relationship so that success can be attained
effectively (Friday and et al., 2015). It also assists in improving the relationship among
consumers so that smartphone application can be promoted among youth in relation to promote
the products effectively. It also enhances the sales and profitability of company within target
market.
Moreover, company uses smartphone application method in terms of enhancing the sales
and profitability so that set targets can be attained. It is the best way through which company can
promote their products and services in market. Also, launching smartphone application is the
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best way through which consumers can make effective decisions so that market share can be
enhanced. Company also promotes its products online through making easy communication
among each other and thus improves the sales and profitability of firm in market (Jain and
Sharma, 2013).
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REFERENCES
Books and Journals
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effect on consumer decision-making: A meta-analysis. Journal of Business Research.
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Betsch, T. and Haberstroh, S., 2014. The routines of decision making. Psychology Press.
Brucks, M., Newman, K. and Nitta, C., 2012. The Restorative Nature of Nature: Improving
Consumer Decision Making. NA-Advances in Consumer Research Volume 40.
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Kumar, V., 2010. A customer lifetime value-based approach to marketing in the multichannel,
multimedia retailing environment. Journal of Interactive Marketing, 24(2), pp.71-85.
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Lagrosen, S., 2005. Effects of the internet on the marketing communication of service
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Yoon, C., and et al., 2012. Decision neuroscience and consumer decision making. Marketing
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Youssef, M. A. and Soliman, F., 2003. Internet-based e-commerce and its impact on
manufacturing and business operations. Industrial Management & Data Systems. 103(8),
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