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Consumer Behaviour Chapter1

Chapter 1 discusses consumer behavior in relation to technology, emphasizing how online shopping, social media, and mobile apps influence purchasing decisions. It highlights the impact of technology on decision-making processes and marketing strategies, including digital advertising and personalized promotions. Additionally, it addresses challenges marketers face, such as privacy concerns and competition, with Amazon serving as a key example of effective technology use in consumer engagement.

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Atiqa Noor
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3 views1 page

Consumer Behaviour Chapter1

Chapter 1 discusses consumer behavior in relation to technology, emphasizing how online shopping, social media, and mobile apps influence purchasing decisions. It highlights the impact of technology on decision-making processes and marketing strategies, including digital advertising and personalized promotions. Additionally, it addresses challenges marketers face, such as privacy concerns and competition, with Amazon serving as a key example of effective technology use in consumer engagement.

Uploaded by

Atiqa Noor
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Chapter 1: Consumer Behaviour and Technology

Introduction to Consumer Behaviour

- Study of how consumers buy, use, and dispose of goods and services - Helps understand needs,
wants, and motivations - Basis for developing marketing strategies

Role of Technology in Consumer Behaviour

- Online shopping & e-commerce - Social media influence on choices - Mobile apps for
convenience - AI personalization & recommendations

Digital Consumers

- Use of smartphones, tablets, laptops for purchases - Compare products & prices online - Rely on
reviews before buying - Demand fast service & delivery

Impact of Technology on Decision-Making

1. Information Search → Google, YouTube, reviews 2. Alternatives Comparison → Price apps,


websites 3. Purchase Decision → One-click buying, secure payments 4. Post-Purchase → Ratings,
reviews, returns

Technology & Marketing Strategies

- Digital advertising (social media, Google ads) - Influencer marketing - Loyalty apps & reward
programs - Personalized promotions

Challenges for Marketers

- Privacy & data security - Changing consumer preferences - High online competition - Negative
reviews spread fast

Example: Amazon

- Personalized AI recommendations - One-click checkout & fast delivery - Strong review system -
Mobile-friendly experience

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