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Jaspreet Purba
Table of content
1. Introduction……………………………………………………………………………………………………3-4
2. Literature review
Awareness of product …………………………………………………………………………………….5
Influence of celebrities and an Advertisements. ……………………………………………. 5
Trends to get materialistic possession……………………………………………………………6
Influence of Millennials…………………………………………………………………………………3
Packing of product……………………………………………………………………………………….3
Impact of social media…………………………………………………………………………………..4
Role of emotions for purchasing decisions…………………………………………………..4
Effects of green marketing…………………………………………………………………………5
Role of psychological distance and involvement…………………………………………6
Influence of distinct factors on buying behaviour……………………………………..7
Buying behaviour and economic crises………………………………………………………8
Influence of colour on buying behaviour……………………………………………………9
Integrated marketing communication………………………………………………………10
Online shopping’s influence on consumer behaviour………………………………11
Literature gap……………………………………………………………………15
3. Statement of problem…………………………………………………………………………………15
4. Research questions…………………………………………………………………………………16
5. References ………………………………………………………………….17
Introduction
This research is mainly focused on the changes arises in the behaviour of consumers according to passage of time. The habit of buying is changing as per the time as well as trends. The consumer buying behavior depending upon various factors including physical as well emotional (Voinea & Filip, 2011). The internal and external factors effects a lot on the buying behaviour of individuals. Form the past few years technology changes the preferences of individuals to buy the things.
The study describes about the distinct factors which influence the consumer’s behaviour for buying the things. It takes long time to make the decision for buying the things as individual firstly find their requirements and consider about their financial budget. The variety of product also make some confusion in the mind of individual and it became hard to make the decision. While reading the reviews and sellers belief plays a crucial role in the selection of things.
Consumers can get awareness about the trending products in the market which is the major benefit of this research. This research will provide information about the preferences of the customers which things they highly used which further assists to fill out the gap between the markets. Along with the consumers the marketers can get access about the need of the consumers and they fulfil their demands by launching required products in the market.
The purpose of this research report is to know about how the preferences of the individuals changes as per passage of time as well as what factors put huge influence on the buying behaviour of the individuals. The online sights as well as social media is more popular nowadays among the youngsters which highly influence the individual about the trend and fashion. This report shows about the changes in the behaviour of individual while getting pressure and information about distinct sources.
For getting the information from the individuals about their purchasing behaviour the mixed-method can be used as some of the factors includes in qualitative and some of them is
Qualitative. For doing a research general public of Vancouver is includes in this research and data will be collected on the basis of questionnaire and this collect online while sending email, text messages and direct questions from the individuals. No doubt it is time consuming method of study but it helps to get reliable information from the general public.
Literature Review
Awareness of product: Due to advancement in the technology and increasing in disposable income demands the long durability products for usage on the regular basis. The major share of durability and popularity among the Indians are LG, Sony, Samsung, Whirlpool. The consumers believe that these companies are good to use and they have awareness about the usage of products its design which put positive effect on the sale of the product (Laddha, 2015). The consumer awareness, information of product as well as brand has significant impact on the customer’s behaviour to buy the things. Whereas, these things the loyalty and trust on the particular brand also effects the buying behaviour of consumers.
Influence of celebrities and advertisement: The individual easily get influence from the celebrities and advertisement to buy the products. Celebrities do not only serve the purpose to innovate some kind of attention and also attain the objective of high recall and recognition (Adam & Hussain, 2017). The sale of product boost rapidly if it advertised by famous personality. It is not necessary that famous personality must be an international superstar, rather than this, a person should have good will in the society and well known by the general public. The advertisement of product which is given by famous personalities directly effects the mind of individual for making a buying decision. It can be said that an effective and creative advertisement always has great impact on the buying behaviour of consumer (ahmed & Ashfaq, 2013). Advertisement plays a vital role to provide a guidance about the latest product which helps to make variations in the taste, lifestyle and dressing sense of the individuals (Bell, 1976). People get awareness about the trends and change their life style.
Trends to get materialistic possession: people are always seeking for materialistic possession and this trend will increase rapidly. Individuals like to buy all the things which helps them to make their life comfortable and give modern life style. Marketers influence the consumers and attracts them to buy impulse buying. The main focus of market models to change the intensions of individuals about product and force to take decision of buying (Iram & Chacharkar, 2017). In the influence of shopping and buying a latest product make the consumers more spend thrift and they buy things without planning in a higher quantity. Sometimes the product is not much useful, due to behaviour of impulse buying consumers spend a lot of money on this type of products.
Influence of Millennials: Most of the individuals like to spend their most of the time on internet and some social sites like Facebook, Instagram, Snapchat and WhatsApp. They like to buy the things from online sights due to this the generation of millennials was come into existence between the years 1990’s. Mostly the youngsters follow this trend and spend huge money for buying a latest things to show their status in the society. The purchasing power of millennials make them an attractive target in the market for the other consumers (Moreno, Lafuente, Carreon, & Moreno, 2017). While observing their life style of millennials people get attraction towards the branded products in the market and try to live the lifestyle like these individuals. The millennials get more options for discount, coupons and advertising opportunities. The millennials use technology at vast phase to show their lifestyle and taste of buying behaviour it attracts number of population to become spendthrift. This generation helps in permanent promotion not for the real times as they connect with another elements that characterizes them (Moreno, Lafuente, Carreon, & Moreno, 2017).
Packing of product: The packaging of the products play a vital role in the sale of products in the market. Packaging describe about the features of the product and major factors such as packaging colour, packaging material, background image, wrapper design, printed information and creative font style (Shah, Ahmad, & Ahmad, 2013). The packaging of the product attracts the consumer and make attention to buy
the particular product. The packaging of products helps to increase the satisfaction of consumer and helps to identify the product easily. Individuals can easily make difference between the brands and promotional purpose than other brands. Mostly companies use animated characters and favorite cartoon characters of children for the child related products so that they force their parents for buy this product for them. The packaging of the products works as indirect communication between the consumer and companies as it provide information about the product like its manufacturing date, ingredients which used in product and expiry date of products. The background image of the product helps to identifies the brand of the product. Companies mostly use printed information for the promotion of product as well as expensive advertisement.
Impact of social media: The buying behaviour of consumer mostly effected by the social media as all users are now active on social media and transfer information about the product and services which further helps the market to introduce some changes in the product as per the demand of customers. The social media works as free advertisement for the companies as consumer buy some product, use this and share the features of the product in friend circle and with their neighbour which can helps to promote the sale of product. Major five steps are included in the buying behaviour of individuals like need recognition, information search, evaluation of alternatives, the buying decision and post purchase evaluation (Ertemel & Ammoura, 2016). This five steps helps the consumer to identify their need and make a decision for buying a required product as per their need and usage.
Role of emotions for purchasing decisions: The purchase of different products shows the emotions of the buyer as some of individuals are more excited to buy the product and some of them feel more proud and unique, sense of responsibility and feel confident (Soodan & Pandey, 2016). The emotions of the individuals have great impact on the buying behaviour of the consumer due to the advancement in technology it become easier to get survey in the behaviour of the public about their buying decision. Sometimes it is
habit of individual to buy the same product as they use this product since the longer time and some use particular product because their parents use that and they have trust on the quality and effectiveness of the product.
Effects of green marketing: Due to globalization in the world individuals get more awareness about the leading problems due to use and through behaviour and its negative effect on the environment. Nowadays, individuals have more awareness about the dreadful results of plastic, polythene and other chemical which is used in procedure for making the product. Because of the awareness consumers are more worried about the future of the world and try to avoid the products which are not environment friendly. While observing in the taste of the consumer companies adopt green policies in the procedure of product making which further effects the price, promotion, product features and the distribution activities of the final products. The Green marketing term firstly discussed in a seminar on ecological marketing which is organised by American Marketing Association in 1975 and describes about the impact of marketing on environmental pollution, energy consumption and consumption of another natural resources (Boztepe, 2012). A serious change can be seen in the purchasing behaviour of consumers after getting information about the environment unfriendly products. Now, most of the companies adopt the policy of produce green and live green in this century. No doubt companies like to make more profit but environment friendly product is also a responsibility of companies as well as the consumers.
Role of psychological distance and involvement: online sale promotion is well known method of promotion among the marketers and they use this tool to promote their sale products and brand. Individuals have great impact of online purchasing they use review and comment of the other buyers before making a decision about purchasing the product. The role of psychological distance and involvement in online sale promotion encourage the consumers to share their promotional information about the product among their family members and friends so that they can enhance their sale of product easily (Liu, Zhang, Huang, Zhang, & Zhao, 2020). Online sights offer distinct promotional offers which helps to promote
the sales of the product.
Influence of distinct factors on buying behaviour: There are major five factors which influence the consumers to buy the things. These factors are internal, social, cultural, economical and personal factors which changes the attentions of the individuals regarding the purchases (Ramya & Ali, 2016). Internal factors includes the motivation and perception of the individuals about the product and for making a buying decision. Cultural factors have their impact on the community as individual grow up and admit the perception and preference of individuals of their community. Social factors individual have influence form their family members and social group of people before buying any product. Personal, family income plays a vital role for buying the things from market as well as form online sights. The age, income, occupation and lifestyle of individual’s plays avital role for making a buying decision these factors effects the behaviour of consumer for buying the things.
Buying behaviour and economic crises: The behaviour of consumer changes according to time. A higher difference can be seen in the preferences of the individuals for buying the things.
Economic crises demands the new consumers who have different attitudes, aspirations and purchasing patterns as compare to the consumers who exists in the past (Voinea & Filip, 2011). In the recession period consumers become more demanding and economical. They always try to find a qualitative product in reasonable price so that they can easily afford the things.
Influence of colour on buying behaviour: colours plays a vital role in the sale of product, for promoting a sale the choice of product colour is most important factor. Marketers must explore harmony of colour for enhancing the marketing of product (Kumar, 2017). The colourful products easily purchase by the consumer and they can easily identifies the difference between the distinct brands of the product. Attractive colours have great impact on the mood of individuals and they like to buy bright colour products.
Integrated marketing communication: At present times consumers are active on many social sights and get information about the new strategies of the market about product and its quality. The marketing
communication provide information about the latest product in the market and their influence on the customers. Integrated marketing communication is a circular procedure which begins from the potential consumer and back to identify the most effective ways which should be developed the communication programs (Mihaela, 2015).
Online shopping’s influence on consumer behaviour: Nowadays the life cycle of every individual is much busy and for buying the things they mostly rely on the online sights than conventional method. As every person has access of mobile phone and internet which helps them to easily buy the things. Price, trust and convenience were identified as significant factors for online
shopping. Among all these factors price and trust considered as most important among the individuals (Hasslinger, Hodzic, & Opazo, 2007). Internet plays a significant role for the individuals to find the product and buy at the time. Distinct opportunities offer by online buyers which attracts the individuals toward online shopping.
Literature gap: The rapid change in online shopping will be seen in the upcoming years in all over the world, individuals like to buy most of things from online sights. But, online shopping has some trust issues sometimes the quality of product is not similar with that quality which defines into sight. Due to this problem, individuals avoid to buy these type of product next time and prevent others to do the same. Apart from this, we use debit or credit cards for buying the things from online market. Some web-sights are unable to hide the personal details of the customers and some fraud cases are also there like credit or debit cards hacking which break the trust of the individuals. Due to this some trust and privacy issues can face by the individuals. And these things force them to rely on conventional method of shopping than visiting any sight for purchasing the things.
Statement of problem
No doubt, online shopping become a major sources for buying the things in easy way but it also increases
the chances of fraud and mismanagement of activities. Nowadays, the major problem faced by individuals
in online shopping is that they can face security as well as loyalty issues in distinct sights. Which prevents the individuals to use the method of online shopping for example some sights are not much trustworthy and easy hack by hackers and use some fraudulent activities raise the insecurity among the general public.
The area in which research carried out refers to collect the information regarding the changing behaviour of the individuals regarding purchasing according to passage of time.
When conducting this research the result can give sufficient value of knowledge about where the research is pending and how it can be effects the buying behaviour of the consumer.
The trust issues and lack of loyalty of the distinct sights effects are describe in this investigation, which would be fruitful for the online shoppers to reduce its effect and make these sights more strong and trustworthy.
Based on the result of this investigation both the researcher and the companies taken into account how they influence the individual to buy the things and prefer to follow the trend in their life.
Research questions
1. Does the online shopping will highly preferred by individuals than conventional method?
2. Does the trust issues in online shopping will reduce in future?
3. What causes can be individual faces during the changing trends in online shopping?
References
Adam, M. A., & Hussain, N. (2017). Impact of celebrity Endorsement On consumers Buying Behaviour. British Journal Of Marketing Studies, 79-121.
ahmed, S., & Ashfaq, A. (2013). Impact of advertising on consumer's buying behaviour through persuasiveness, Brand image and celebrity endorsement. Global Media Journal .
Bell, D. (1976). The cultural contradictions of Capitalism . New York: Basic Book Inc.
Boztepe, A. (2012). Green Marketing and its Impact on Consumer Buying behaviour. European Journal of Economis and Political studies.
Ertemel, A. V., & Ammoura, A. (2016). The role of social media advertising in consumer buying behaviour. International Journal of commerce and Finance, 81-89.
Hasslinger, A., Hodzic, S., & Opazo, C. (2007). Consumer behaviour in online shopping. department of business studies.
Iram, M., & Chacharkar, D. (2017). Model of Impulse buying Behaviour. BVIMSR's Journal of Management Research.
Kumar, J. (2017). The psychology of colour influences consumers' buying behaviour- A diagnostic study. USHUS Journal of business management.
Laddha, D. (2015). Rural consumer buying behaviour and brand awareness of Durable products. NBR E-Journal.
Liu, Q., Zhang, X., Huang, S., Zhang, L., & Zhao, Y. (2020). Exploring consumers' buying behaviour in a large online promotion activity: The role of Psychological Distance and Involvement. Journal of Theoretical and applied electronic commerce Research, 66-80.
Mihaela, O. O. (2015). The influence of the integrated marketing communication on the consumer buying behaviour. Procedia Economics and Finance, 1446-1450.
Moreno, F. M., Lafuente, J. G., Carreon, F. A., & Moreno, S. M. (2017). The characterization of the milllennials and their buying behaviour . International journal of Marketing studies.
Ramya, N., & Ali, D. (2016). Factors affecting consumer buying behaviour. International Journal of Applied research, 76-80.
Shah, S., Ahmad, A., & Ahmad, N. (2013). Role of Packaging in consumer Buying behaviour. International Review of Basic and Applied sciences.
Soodan, V., & Pandey, A. C. (2016). Influence of Emotionson consumer Buying Behaviour: A Study of FMCG Purchases in Uttarakhand, India. Journal of Enterpreneurship, Business and Economics, 163-181.
Voinea, L., & Filip, A. (2011). Analyzing the Main changes in New consumer Buying Behaviour during Economic Crisis. International Journal of Economic Practices and Theories.
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