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Effect of Technology on Consumer Behavious

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Noura Rahif

on 22 December 2013

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Transcript of Effect of Technology on Consumer Behavious

Can Marketing be standardized?
No, because cross-cultural styles, habits, tastes, prevents such standardization
- Unless Management Acts


Consumer Behaviour
What is Consumer Behavior?
Processes a consumer uses to make purchase decisions, as well as use and dispose of purchased goods or services; also includes factors that influences purchase decision and product use

Model of Consumer Behavior

Marketing stimuli consists of the 4 Ps
Product
Price
Place
Promotion

Consumer Decision Making Process
Effect of Technology on Consumer Behaviour
Why do we need to study Consumer Behavior?
Because we can’t take the customer/consumer for granted

All mangers must become smart analysts of consumer motivation and behavior

Model of Consumer Behavior
Consumer buyer behavior
refers to the buying behavior of final consumers—individuals and households who buy goods and services for personal consumption.

Consumer market

refers to all of the personal consumption of final consumers.

Other stimuli include:
Economic forces
Technological forces
Political forces
Cultural forces

Factors Affecting
Consumer Behavior: Cultural

Consumer Responses to
Marketing Stimuli

-Product or service choice
-Supplier choice
-Order quantities
-Delivery
-Service
-Payment terms
-Marketers must understand what happens within the organization and turn stimuli into purchase responses


Factors Influencing Consumer Behavior
Cultural Factors

Social Factors

Individual Factors

Psychological
Factors

CONSUMER DECISION-
MAKING PROCESS

BUY or DON’T BUY

Most basic cause of a person's wants and behavior.
Values
Perceptions

Subculture
Groups of people with shared value systems
based on common life experiences.

- Hispanic Consumers
-African American Consumers
-Asian American Consumers
-Mature Consumers

Social Class
People within a social class
tend to exhibit similar buying behavior.

-Occupation
-Income
-Education
-Wealth

Factors Affecting Consumer Behavior:
Social

Groups
- Membership
- Reference

Family
-Husband, wife, kids
-Influencer, buyer, user

Roles and Status


Social Factors


Factors Affecting Consumer Behavior:
personal

Personal Influences

Age,
Family stage
life cycle
Occupation
Economic
situation
Personality and
Self- Concept
Life style Identification
Activities
Interests
Opinions
High
involvement
Low
involvement
Significant
difference
between brands
Few
difference
between brands
Complex buying
behaviour
Variety seeking
behaviour
Dissonance
Reducing
buying behaviour
Habitual buying
behaviour
Types of buying
decisions
Consumer Decision
Making Process
1. Problem
Recognition
Difference between an actual state
and a desired state
What is a need?
What is a want?
How to recognize unfilled wants?


2: Information
Search
Internal Search

recalling past information stored in memory
External Search
seeking information in the outside environment
Private (non marketing sources)
Public (non marketing sources)
Marketing controlled sources

What drives Search?Perceived Risk
Performance risk
Financial risk
Physical risk
Social risk
Time loss risk

Driving Search
Need Less
Information

Need More Information

Less Risk
More knowledge
More product experience
Low level of interest

More Risk
Less knowledge
Less product
experience
High level of interest

3: Evaluation of
Alternatives

4: Purchase
To buy or not to buy…

Marketing determines which attributes are most important in influencing a consumers’ choice (differentiation…later)

5: Post Purchase
Behavior
Cognitive dissonance:
Did I make a good decision?
Did I buy the right one?
Get a good value?
Marketing minimizes through:
Effective communication
Follow up
Guarantees


One of the main External factors
that effect the Consumer Behavior is
TECHNOLOGY

What is Technology?
the application of scientific knowledge for practical purposes, esp. in industry

Technology
Dramatic change happened that led to advance in technology, computer, and information.
Creating new ways to learn, track customer, and create product & services.
Leading to globalization
These new develop can be summed into one single relationship


Technology is the basis of a society, and it affects all civilizations past, present, and future. Technology is like Newton's third law of motion, "For every action there is an opposite reaction.


How has Technology
Affect Consumer Behavior?
All Technology has a profound affect on all of us.
Can you tell me the pros and cons of technology?

Some Examples:
It change behavior/attitude
It isolates people
It allows people to meet and communicate
from distance


Technology has many benefits but at the same
time it can have negative consequences.

Technology affects our consumer Behavior significantly.
For example one of the most advanced inventions is the computer.
The computer might be considered one of the greatest invention ever and we are constantly finding
new ways to improve it.

Computers influence many aspects of our lives, including: medicine, communications, mathematics, entertainment, business, agriculture, and all other sciences.




Technology’s effect on
Consumer Behaviour
There is no way we can layout the technology benefits or measure them
We should be aware of the impacts the technology can do
Technology and the have change the way we live and do everyday tasks
Technology in the future will continue to change the way things are done for the better

Technology affecting
consumer behaviour:
Social Media
Social media sites allow greater reach than ever before
Studies show that 91% of people have gone into a store because of an online experience



Pros of Social Media
Connects people more than anytime before
Social networking sites spread information faster than any other media
Social media helps empower business women

Cons of Social media
Advertisements don’t always give a fair idea, as every company claims supremacy of its product.
Hence, social media fails to be credited as a loyal source of advertisement
People get too carried away with social media and decrease face to face interactions

Technology affecting
Consumer behaviour:
Computers & Phones
A huge convenience and time saver
Easier to use computers for online shopping
Now with smartphones applications you download it makes it much easier to shop or bank online

Negative effect of
Computers and Phones
Crimes such as identity theft, hacking and embezzlement
Society has become too dependent on computers instead of thinking for one’s self.
Many people have no idea of how to manually do transactions or activities that computers routinely take care of these days.

Technology affecting
Consumer behavior: Automotive
Research by automakers determined that consumer preferences have changed over the years
It is much easier to produce fine quality cars using the assembly line
Delivery and shipping has made it so much easier for consumers to purchase online and get their order delivered

Society pushes us to invent and innovate new products every day. We as a society demand more and better products all the time. Do we stop to look at the affect this has on us as a society and a nation. Stop and think about how technology effects you both positively and negatively every day.

Conclusion
As we can see through these four examples that technology and the Internet have change the way we live and do everyday tasks. As technology develops into the future, it will continue to change the way things are done for the better.
I believe that technology has benefited in a positive way in these examples and hopefully they will continue to make our way of life easier for future generations to come.

http://www.empathica.com/resource/r4how-new-technologies-influence-consumer-behaviour-and-why-you-should-care/
http://www.theguardian.com/sustainable-business/technology-crucial-driving-change-consumer-behaviour
http://marketing-tools-tips-resources.com/mobile-devices-impact-consumer-behavior/
http://www.researchersworld.com/vol4/issue3/vol4_issue3_1/Paper_04.pdf
http://www.forrester.com/The+Herd+Effect+And+The+Influence+Of+Technology+On+Consumer+Behavior+In+A+Crisis/fulltext/-/E-RES47458
http://www.qucosa.de/fileadmin/data/qucosa/documents/977/1030535035311-8210.pdf
http://www.tutor2u.net/business/presentations/marketing/consumerbehaviour/
http://www.buzzle.com/articles/what-is-the-impact-of-technology-on-our-society.html
http://www.angelfire.com/on4/eblee/
http://www.angelfire.com/on4/eblee/tech4.html
http://www.angelfire.com/on4/eblee/conclusion.html
Sources
By:
Andrew Atef
Esraa Gamal
Mirna Sweillam
Mohamed Hamdan
Noura Rahif
Omar Toema
Full transcript