Discuss about the Consumer behaviour and their buying decisions.
In the modern day business and ramified economic changes, innovative technologies and online digital marketing have been gaining momentum throughout the time. It is analyzed that consumers are the king of the market and they make the consumer buying decisions on the basis of available information. The most influencing thing which social media is having on the people is related to the consumer’s behaviour. It is analyzed that there are large number of people who got attracted towards the particular brands and take their decision. It is observed that many people use social media and digital marketing to gather the required information to make the imperative decisions to buy particular goods and services from the market. In this research, consumer behaviour and their buying decisions have been analysed and it is depicted that how digital marketing and online shopping have resulted to make them more efficient to buy right things from the market. Social media is playing the pivotal role in the online promotional activities.
This research focuses on the buying decisions of the consumers and the impact of the use of social media and online modes on their purchasing decisions. It is analyzed that these decisions are taken on the basis of market factors and on the basis of available information on the social media app. It is further observed that if company needs to consistently use these online modes and social media to increase the awareness of its products which will assist consumers to take their buying decisions in effective manner. This analysis has reflected how well social media and digital marketing plays pivotal role in establishment of the bridge between the consumers buying decisions implemented marketing strategies of the companies. However, consumers also uses the social media to reflects their values, belief, culture, perceptions and choice of action in regard to particular products and services (Wei, Samiee, and Lee, 2014). With the ramified economic changes, many people are using the social media sites to gather knowledge and take informed decisions to buy particular goods form the companies. Hence, it is an essential for the companies to have the attractive social media plans (Mohd, Idris, and Momani, 2013).
It will assist in attracting digital migrants and digital natives. However, there are several social media sites such as Facebook, Twitter and Instagram. These social media sites are mostly used by the Youngers and college going boys and girls throughout the time. It is analyzed that if companies use these social media sites effectively then they could easily attract the digital migrants and digital natives. These online websites and social media have assisted in grabbing more information to make the effective buying decisions. It is further observed that social media is differently used by the consumers and sellers. Consumers uses the social media app to showcase what kind of goods and services they want to have and the problems they have been facing in the existing offered products. On the contrary, companies like Zara, Abercrombie and Fitch Company and other fashion operation companies are using these social media to introduce its new articles and showcase its offered article to clients (Solomon, 2014).
Consumer used all the feedbacks forms, information to identify all the pros and cons of the products offered in the market which will add value to their satisfaction (Alalwan, et al 2016).
It is analyzed that fashion industry has been analyzed to identify how the cloths and products are sold in market through online modes. With the increasing technologies, many companies are using the online promotional modes to promote their goods and service through the online social media and system process modes. In this case, Abercrombie and Fitch Company have been taken into consideration which has used all the online modes to promote its goods and services through the online modes. It has used Facebook, online Dashboard and Instagram to promote its goods and services through the online methods. These methods are used to make clients more informed about the products and services offered in market.
In order to implement the effective brand image, it is very much required to implement the proper use of the social media and online methods (Alalwan, et al 2016).
In this crucial market, social media have been used by companies to run the business effectively and identify the busienss trends and clients need in market. It has become easier for the clients to buy the cloths from the market through the online modes and it is easy for the organization to promote the goods through the online models.
Abercrombie and Fitch Company use the different methods and online systems in the business to promote its goods and services online. It is analyzed that in fashion industry, people get attracted towards the shown photos and image of the products. On the basis of same, they make the consumer behaviour decisions (Ravi, 2018) It is analyzed that the major uses of the Facebook pages was related to show the images and trends of the cloths and fashion products which attracts the clients on international level. It happened as people understand the pictures having the cloths collection will do well for them. This is illustrated that the Abercrombie and Fitch Company participated in more than 255 users’ conversation (Ryan, Peruta, and Chouman, 2013).
It is analyzed that the social media site such as Twitter for the engaging with the consumers. It has more than 1.3 million followers on the twitters. It is considered that around 79,026 followers were added to the account of the corporation (Alalwan, Rana, Algharabat, and Tarhini, 2016). It has been considered that the Abercrombie and Fitch Company tweets more than 55 times in a day out of their tweets. On an average, it has been seen that Zara tweets more than 52 times a day out of which most of their tweets. The major tweets which happened are related to the products damages, delayed deliveries, misplacement or about the bad services and look after facilities (Ryan, Peruta, and Chouman, 2013).
It also gets external help from the profile influencers who are already big stars and is having more than million followers. All these online social media and mobile apps have been gaining momentum throughout the time and people around the globe are using these modes to make them more aware to take their own decisions (Kim, and Ko, 2012). It is analyzed that people are more inclined towards using the online portals to buy goods and services in market. However, consistent updates on the social media will impact the buying decisions on the clients which will assist them to take their decisions in determined approach (Lam, Yeung, and Cheng, 2016).
It is analyzed that one of the greatest benefit of using the social media campaigns is that it makes the marketing campaign unique and helps the brand in creating the buzz in the market in a very short period of time (Alalwan, et al. 2017). Since, Abercrombie and Fitch Company have been following these online modes in its marketing strategies so it will increase the attractiveness of its products and strengthen the awareness of the products in clients mind. After analysing all the details, it could be inferred that social media tools have been used by consumers and organizations at large as per their uses and interest. Companies use the social media, app and online platform to promote their products and services and increase the awareness of the products while on the other hand, consumers uses social media to identify the possible issues and showcase what kind of products they want to have from the companies. It establishes the relation between the products offered and increased value creation in the offered products. Nonetheless, social media also reveals the other clients inclination, feedback and other responses which will be further used by other consumers to make their own decisions (The Guardian, 2015).
Conclusion
There are several positive and negative impact of the use of social media and digital media regarding the buying and selling decisions of the person. It is analyzed that if these social media is properly used by consumers then it will assist them to grab the potential information to make their effective buying decisions. These decisions are taken to strengthen the buying decisions which will add value to their satisfaction. However, social media and digital marketing of the companies result to setting up the strong nexus between the consumers and companies at large. Now in the end, it could be inferred that if social media and digital media modes are properly used then it will surely strengthen the satisfaction level of clients at large. Nonetheless, it is also very strong mode to promote the offered goods and services in market and increase the awareness of the products in market
References
Alalwan, A.A., Rana, N.P., Dwivedi, Y.K. and Algharabat, R., 2017. Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics.
Ryan, W., Peruta, A. and Chouman, S., 2013, October. Social media and the transformation of brand communication. In Proceedings of International Conference on Making Sense of Converging Media (p. 146). ACM.
Lam, H.K., Yeung, A.C. and Cheng, T.E., 2016. The impact of firms’ social media initiatives on operational efficiency and innovativeness. Journal of Operations Management, 47, pp.28-43.
Kim, A.J. and Ko, E., 2012. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), pp.1480-1486.
Alalwan, A.A., Rana, N.P., Algharabat, R. and Tarhini, A., 2016, September. A systematic review of extant literature in social media in the marketing perspective. In Conference on e-Business, e-Services and e-Society (pp. 79-89). Springer, Cham.
Ravi, K., (2018) How Zara Built an Engaging Brand on Social Media. [Online]. Available at: https://blog.unmetric.com/social-media-strategy-zara. [Accessed on: 07 June 2018].
The Guardian, (2015) Zara owner Inditex faces fines in Brazil over poor working conditions claim [Online]. Available at: https://www.theguardian.com/fashion/2015/may/12/zara-owner-inditex-fines-brazil-working-conditions-claim. [Accessed on: 07 June 2018].
Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Engelwood Cliffs, NJ: Prentice Hall.
Wei, Y.S., Samiee, S. and Lee, R.P., 2014. The influence of organic organizational cultures, market responsiveness, and product strategy on firm performance in an emerging market. Journal of the Academy of Marketing Science, 42(1), pp.49-70.
Mohd, W., Idris, S. and Momani, R.A., 2013. Impact of environmental dynamism on marketing strategy comprehensiveness and organizational performance. International Journal of Business and Management, 8(9), p.40
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