Online Consumer Behavior

Online Consumer Behaviour
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Introduction
Organisations and firms take immense interest in the consumer behaviour towards product lines in the market and the various ways of new products presentations. Marketing is one of the crucial pillars to a successful product sale, and it is for this reason that organisations take a keen interest to be in a position to improve by revising their marketing strategies (Perner, 2010). The organisations seek to understand the psychology behind consumers feeling and reasoning, how the environment affects them and how they are motivated by different products in the market. Armed with this information the organisations can adapt their marketing strategies to conform to the trending consumer behaviour. It is worth to note that, it is not just individual consumers that are under the microscope but other organisation and social groups in a specific society, as well (Bax, 2012). The study does not only limit itself to the behaviour at the sales points, but looks further into the level of satisfaction after use, the disposal and back again, full circle to the sales point. That said, consumer behaviour is exceedingly difficult to fully, understand and demands vast understanding of human behaviour and many resources.
Today the consumer behaviour has significantly changed, with the internet altering the traditions ways of shopping for most consumers around the world. The internet has brought with it vast potential for consumers to access information on various products and even the ability to make comparisons between different products and firms, without constrain of time and location. In the past, for one to compare products and their prices from different firms, it involved a lot of movement from store to the next. Today all one has to do is make sure they have a device that can access the internet, and they can do shopping at the comfort of their homes or wherever they choose without the need to move (Perner, 2010).
Influential Factors
There are various pivotal aspects that determine the trends of the consumer behaviour in the market. Among them is the character of the individual, which ties down to the specifics, such as personality, lifestyle, attitude, resources, value, geographical location and the experience of the consumer among others (Bax, 2012). The environment that the consumer is familiar with also plays a vital role in their consumer behaviour. These influences include; social settings, culture among others that determine the position of the person of organisation in the society, play a part too. The characteristics of the products that the firm is selling also influence the behaviour of the consumer (Bax, 2012). The product type, price and the overall quality of the products shape the perception of the consumer. These will dictate how often the consumers buy the product, with prime regard to customer retention. The other factor is the characteristics of the medium us...