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Influence of internet marketing on consumer behavior

Influence of internet marketing on consumer behavior

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Published by Irfan Ghafoor
CB Project
CB Project

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Published by: Irfan Ghafoor on Dec 08, 2012
Copyright:Attribution Non-commercial


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Consumer Behavior
Influence of internet marketing onConsumer behavior in online shopping
Submitted to: Dr. Asir AjmalBy: Irfan Ghafoor
Internet has a significant role on E-marketing.The accessibility of the Internet and lower costsof doing transactions has given rise in customers bargaining power and intense globalcompetition. In this study we try to explore the factors whichthat are affecting the consumerbehavior and how internet marketing is helping the marketers to influence consumers for onlineshopping.It also addresses the fundamental factors of E-marketing that how to attract and winover the customers in highly competitive marketplace. Hence, this study also aims to understandthe relationships between consumer behaviorand internet marketing programs.
Internet offers multiple features (capacity, speed, precision and convenience) that help to attracta large number of potential customers. Consumer uses the Internetfor different reasonsrangingfrom only gathering information to purchasing product online. Buying over the Internet is morefun, safer, quicker and they were more confident about their ability to buy online. Although,purchasing online is still a small portion of Internet usages, most analysts expect it to increasetremendously once customersfeel satisfactionand safe about their purchases and protection of their privacy.Internet has changed the communication way of people. The emergence of Internet, particularlythe World Wide Web, as a digitalmedium of business offers various opportunitiesto companiestoadopt the e marketing astheir alternative marketing tools.
The consumers’
buying behaviorhas been alwaysanimportantmarketing topic, extensively studied and debatedand discussed incontemporary textbooks.Online shoppingis defined asthe process whereby consumers buy productsdirectlyfrom a sellerin no time without any intermediary involve on the internet.Online shopping starts withsearchingthe online shop that sells different type ofproductsthey are tend to buy. Then they goto online shop and select the product that suits to their needs. After that the shop confirm theorder via email and elaborate the details that how to pay. They offer payment process viacreditcard, pay pal, visa and any other kind of payment. But some consumers feel curious about theproviding the information of their financial cards. Trust plays a critical role in order topurchasesover the Internet.This literature review presents the results of the review of 10 academic papers selected fromlarge poolof articles on internetmarketing,consumer behaviorand online shopping. The
criterion for the paper selection was the focus on studying the effects of the influencing factorson the online shopping.
Internet Marketing
Internet marketing is known as theprocess of creating and handlingcustomer relationshipsthrough online activities in order to shareideas, products, and services that satisfy the goals of both buyers and sellers.The advent and development of Internet has broughtnew opportunities for marketersto makebetter current marketing programs.Internet marketing depends on alarge extent on thecharacteristics of the products and services being marketed. Internet marketing can be a cost andtime-saving toolto marketerin the corporate marketingstrategy. Since, Internet marketing isthetoolof marketing that deals with the pricing, planning,promotionand distribution of productsand services onlineThe fundamentalbenefit of the Internet marketingis the number of alternatives that becomeavailable to customers within a specificproduct category. Due to lowsearching costs on theInternet, customers haveachance to consider a numerous alternatives, which are not present intraditional shopping.Internet marketing is
capturing marketers’
attention and becoming moreimportant strategy for the sellersto promoteadvertisesand interact more customer online.Internet marketing cansignificantly reduce the costs for searching, widenedthe selection of vendors, deliver lowerpriced products, andincrease comfort, providinggreater control overproductsoffered. This reduction in cost has encouraged
marketers’ to expand
informationservices and new competitors to enter in the market. It is essential for sellers to understand
adoption behavior,their investment decisions in technology infrastructure should bedriven by consumer acceptance and long-term profitability.The natureof Internetmarketing is likely to take shape around several key factors:
Enable direct communication betweenbuyers and sellers.
Provide thousands of alternatives to customers as well as sellers.
Enables storing large amountof information at relatively low costs, provides interactionbetween buyers and sellers and gives the opportunity of customization tocustomers.
Providingstrong and inexpensive waysto search,manage,and distribute suchinformation.
Providing enrichments(e.g., 3D image and video preview);
Serve as a digitalmediumfor some productsas well as a physicalmedium forcertaingoods.
Enablepresence at relatively low costs.

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