Consumer Behavior for European Journal of Marketing- myassignmenthelp

Question: Discuss about theConsumer Behavior for European Journal of Marketing. Answer: 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 li ke 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). 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 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 a nd 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 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 todays scenario. References Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015.Marketing: an introduction. Pearson Education. Balladares, G., Llull, L.S.U.R., Miralles, F. and Kennett, C., 2016. Social Media Role in Search and Evaluation of Experiential Products. Campbell, C., Ferraro, C. and Sands, S., 2014. Segmenting consumer reactions to social network marketing.European Journal of Marketing,48(3/4), pp.432-452. Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication model.Journal of Marketing Development and Competitiveness,6(1), p.117. Claiborne, C.B. and Sirgy, M.J., 2015. Self-image congruence as a model of consumer attitude formation and behavior: A conceptual review and guide for future research. InProceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference(pp. 1-7). Springer, Cham. Goh, K.Y., Heng, C.S. and Lin, Z., 2013. Social media brand community and consumer behavior: Quantifying the relative impact of user-and marketer-generated content.Information Systems Research,24(1), pp.88-107. Labrecque, L.I., 2014. Fostering consumerbrand relationships in social media environments: The role of parasocial interaction.Journal of Interactive Marketing,28(2), pp.134-148. Lantos, G.P., 2015.Consumer behavior in action: Real-life applications for marketing managers. Routledge. Papadopoulos, N. and Heslop, L.A., 2014.Product-country images: Impact and role in international marketing. Routledge. Richard, M.O., Habibi, M.R., Laroche, M. and Paulin, M., 2016. Recent Advances in Online Consumer Behavior. InEncyclopedia of E-Commerce Development, Implementation, and Management(pp. 1706-1723). IGI Global. Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on consumer perceptions of brands.Journal of Marketing Communications,22(2), pp.189-214. Solomon, M.R., 2014.Consumer behavior: Buying, having, and being(Vol. 10). Upper Saddle River, NJ: Prentice Hall. Vinerean, S., Cetina, I., Dumitrescu, L. and Tichindelean, M., 2013. The effects of social media marketing on online consumer behavior.International Journal of Business and Management,8(14), p.66.