Consumer affected by marketing Assignment Example | Topics and Well Written Essays - 1750 words

Consumer affected by marketing - Assignment Example Moreover, several studies have shown that technology plays a vital role in making a company cost effective as well as meeting the growing demand of consumers. Nowadays, technology is vastly used in marketing campaigns of companies and deeply impacts the consumers as well. With the emergence and development of internet, marketers started to use it as a platform of promoting their products and services. Regarding, this context social media has been a key tool for the business houses. In the last few decades, there has been a surge in the implementation of e-commerce applications and few researchers deem that the cause of increased usage of e-commerce is the ongoing trends. This study aims to analyze the impact of social media marketing on the purchase behavior of the consumers. The study will mainly rely on the secondary sources of information and will also consider the previous research papers about the subject of concern. Lastly, on the basis of the findings from the analysis, the st udy will recommend few techniques to the companies regarding how they can improve their social media marketing campaign. Discussion and Analysis Consumer Buying Process The consumer buying process is described through 5 different stages namely problem recognition, information search, evaluation, purchase decision and lastly post purchase behavior. (Source: Kotler and Keller 15-25) Among the aforementioned stages, the role of marketers is crucial during the information search and evaluation phase. In these two stages, consumers generally go through a series of assessments so as to ultimately reach a decision. Kotler and Keller (15-25) in this regards have accentuated that during the evaluation phase, a consumer forms preferences among the brands. The preference of a brand is as a result of the evaluation of the information. A consumer generally starts with exploration of different products and therefore a product with high visibility gets more inclination. According to Kotler and Kel ler (17-26) a consumer is undoubtedly influenced by the â€Å"infomediaries† often regarded as the intermediaries, who publishes the evaluation of products through tabular comparison. For example, studies have shown that reviews on the websites such as blogs, tweets, bulletin boards etc., highly influence the consumer purchase decision. Once the assessments of the alternative choices are made, consumers try to formulate a belief about the alternatives that guides their intention, attitude and finally their selection among the alternatives. (Source: Weber 2- 18) There are certain other factors as well affecting the consumer buying decision, yet attitude about the products and services are dubbed as the powerful predictors of the patterns and processes of the exposure to information. In addition, attitude which is learned through trails and past experience comprises of three elements namely conative, cognitive and affective. Therefore, from an overall point of view it can be sa ted that consumer buying process consists of several steps and a number of factors affects their decision making process. The next section of the study will try to analyze the extent to which social media, a recent buzz for the marketers influences the decision making process of consumers. Social Media Marketing The usage of social media has been increasing at a robust rate. For the marketing professionals, social media generally acts as a tool that is potentially used to create and increase awareness of