1.Understanding consumers helps a firm to improve its marketing strategies and attract more consumers. Consumer behaviour is the study of individuals, group or even an organisation to under the process that they use to at the time of making any purchase. The idea of understanding consumer behaviour is to satisfy the needs and wants of the consumers.
When asked Michelle, 28, the fashion conscious lady, that what remains in her check list before she makes any purchase, she replied that it is the style of product that concerns her the most. ‘I can spend good amount of money if the product satisfies my need and it has the right style to offer that could outdo any other products of its type’, is what she stated that clarified her point. It is not only Michelle but people are becoming fashion conscious with the aim of out ruling others.
Consumer behaviour depends on certain psychological factors that direct the way, a person thinks while making a purchase. The psychology of how a consumer is influenced depends on his or her environment as well. This environment is not the physical environment where one lives but the psychology is also influenced by the culture, family as well as the media. The influence of the social media cannot be denied. The increased connectivity along with the idea of sharing things online has created common consumer behaviour among the ‘social butterflies’. This has automatically made companies to focus on the social media for their marketing purpose.
2.Competitive pricing is no longer the strategy that a Company could adapt to increase its customer base. Behaviour of consumers has changed and price is not the sole reason that the consumers consider for purchase making decision. There are so many factors that are shaping the consumers’ behaviour. In an interview, George, 48, the owner of a small business, has mentioned the importance of customer servicing for the sake of generating trust among the consumers. He clearly pointed out that in this competitive market scenario, the importance of serving the customers before and after sales of product is what matters the most.
Consumer behaviour is changing and so is the approach of the Companies towards dealing with the consumers. The product selling medium has also changed. The impact of online selling is increasing and that has increased the importance of customer servicing. Purchasers look for assistance when they make any purchase online.
A brief conversation with Steve, 20, the boy in his early years of college, presented his point of view that how it becomes easier for him to make any online purchase. He also exclaimed that it becomes easier for him if he gets customer service at every point. When the consumers gain the ability to connect with the staffs of the Company, they get the security that they are making safer purchase and that they can contact with the executive if they face any kind of challenges. The shopping experience becomes easier.
3.‘I always looked at the tags before purchasing it’, replied the 23 year old Isabelle when asked about her choice of product. ‘I like branded clothes and especially those that are imported’, added the young lady to her statement. The impact of globalization has created buzz among the customers and people are running after products that have international brand mark on them. The fact that countries have got the opportunity of free trade has increased globalisation that has significantly affected the consumer behaviour.
Globalisation has changed the consumption pattern and the way people make purchase. The changed situation has provided the flexibility of many consumption alternatives available at reasonable prices. Globalisation has generated changes in society and culture and has influenced the companies to consider the need and demand of people around the world. This has created a slew of expectation among the consumers. In fact, there has been an unimaginable similarity between the products available worldwide.
Globalisation has been defined as the influence of cultures on others towards trade, immigration and to some extent the exchange of idea and information. Worldwide culture is getting influenced due to the increased globalisation. Globalisation has generated changes in societies and cultures across the world. The existing goods and services have created an integrated market and have opened up wide varieties of product for the consumers to choose from.
4.Purchase decision is always aligned with the problem recognition stage when the consumers identify the need and the difference between the current stage and the desired state. The entire decision process is made when the consumers scanned both the internal and external sources of information about the product and the brand. The standard of consumers has increased and so is their potentiality to make judgements on decision prior making purchase decision. Search engines have provided the opportunity to the consumers to gather information on the go. Who does not use his smart phone before making a smart purchase decision?
Friedman declared that the world is flat. As a metaphor of viewing the world as a level of playing in various fields in terms of e-commerce, all the competitors are gaining equal opportunities in terms of dealing with the consumers. With everything available to every marketer, it has become easier for individual companies to deal with the demand of the consumers in the global market. The way the market used to work has changed and there has been a strong advocacy for this change. Friedman has criticised the changing demand of the society for the globalisation process.
The rapid change in the demand of the consumer is inevitable. The social media like Facebook, Twitter and even YouTube has helped to connect the consumers worldwide. Any fashion trend that arises in one part of the globe gets spread throughout the world easily by these media channels. Every person has the access to it and that has emancipated the process of globalisation. The developing world is moving towards developed countries. The economic condition of the market has changed. The purchasing power of the consumers has increased. This has automatically provided the solution to the consumers that they could purchase things whenever they like. The option of e-commerce has given solution to any other problem. Any person sitting at any corner of the world can make purchase according to their need and mood.
From the marketers perspective as well, things have become easier as well. The marketers can use these platforms to promote and market their products. The walls of the social media like Facebook and Twitter are full of advertisements and marketing promotions. The marketers are using these tools because of the extended reach of these social sites among the consumers. The social media sites have opened up gateways to the marketers to attract more consumers to them. There is no doubt that the marketers have been successful in achieving their promotional needs. The advent of the social media can be regarded as the major reason behind the change in the consumer buying pattern.
5.The shape of the earth has been proved long ago that it is oblong spheroid but in the changing scenario, the world is eventually becoming flat. People are no longer depended on the products available to them in their domestic land but they are taking advantage of the globalised world and become a global consumer. No one is satisfied with the products that are available to them on their domestic land; neither you nor I. In fact, the market situation has turned to the situation where no one is being asked to be satisfied with the products available to them. The producers, production technique and the demand of the consumers have changed. With all these changes, the marketing techniques have also changed.
The marketers do not need to segment, target and position their product in the market. A common approach can be easily undertaken by the marketers to deal with the consumers. In fact, this is the exact situation that we are being evident today. Any trend is not limited to a particular geographical region but once a trend is developed it is passed on from one region to other easily. There are no constraints regarding time of distance. The reach of people has become high. A person sitting in any corner of the world is capable of sharing what his or her feelings and opinion to the rest of the world with the use of power media tools like the social media. This way the world is no longer round or spheroid but it has become flat where everyone can participate in any activity at any point of time. We have reached to a globalised world.
The articles and features that have been written focused on the consumer behaviour pattern and globalisation. It has to be said that globalisation has changed the way we used to look at the world and the major organisations are using the aspect of globalisation to improve their business activities. The advent of e-commerce and online shopping has given the opportunity for consumers to get the product delivered at their door from any corner of the world. The topic of globalisation linking it with consumer behaviour has created major concern for the marketers as well. This is the reason the topic has been selected.
The articles could be published in any media. The articles that have been written are soft news and act as a good read to the readers. Thus, it can be used in the online platform as a part of the content marketing. The articles can be used for as the anchor news article for the front page of the newspaper. The articles are short with proper information that is adequate for the readers to understand the concept of globalisation and how it has successfully changed the behaviour of the consumers.
The target readers of the articles could be anyone between the age of 16 and 50 years or more because the person should have the concept of globalisation clear. In fact, the major group of online purchaser are the ones in this age group only. These people are well aware of the concept of globalisation because they are active users of social networking sites (Solomon 2014). They are well aware of the fashion and trend around the world. Thus, these articles would be attractive enough for this group of readers.
The article is meant for general readers and also for the corporate people as well because the article has provided meaningful information on how the corporate bodies should work in order to achieve competitive advantage in the market. In the view point of Ginosar (2015), if any write up is written in an attractive manner with good sources of information it would certainly attract many readers. The articles are written in a very simple language that would be easily read by the readers. In the recent time, it has been observed that the number of articles in the online forum has been increasing. More people preferred to read articles on the mobile or tabloids due to the easy accessibility of the content. Therefore, it is recommended that the news articles or the features could be published in the online magazine or newspaper sites.
The contents represent the contemporary journalistic professional approach because the topics are contemporary and many newspapers and magazines have been found to deal with these topics. In fact there are many well known journalists as well who have used these topics for their write up. The interview and researches undertaken for writing the articles created a clear idea and a good sense of the process of globalisation and changing consumer behaviour.
References:
Ginosar, A., 2015. Understanding patriotic journalism: Culture, ideology and professional behavior. Journal of Media Ethics, 30(4), pp.289-301.
Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Engelwood Cliffs, NJ: Prentice Hall.
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