The development of online marketing in the world has established a new place of communication and interaction among individuals. At present, Internet has become an important tool for modern companies. The aim of this research is to observe the impact of online marketing strategy on consumers’ purchasing decision. Specifically, this research is observing the impact of online marketing strategy on consumers’ purchasing decision when it comes to retailers (Hsin Chang & Wen Chen, 2008) 1.2. Background Many of the organisations have agreed with the fact that transformation of customer behaviour is the unavoidable trend due to which they have started changing their marketing strategy.
Dr. Sunanya Khurana and Ms. Baljinder Kaur (2015) in their research found that e-commerce and e-marketing are mostly influenced by demographic and psychographic factors. Online marketers now know that who are shopping online, what are their preferences, how consumers gets information and use it to buy online products. Most influential factors of online shopping are convenience, ease of use, security cost saving and time saving. Educated and younger age consumers are the most important shopper online. Marketers have to modify their online marketing strategies according to the consumers likes and dislikes.
Alternatively, they may control from continually visiting the store and their shifting tendency may eventually reduce the profit margin of the concrete stores. Therefore, assessing attitudes of target consumers towards online shopping is essential. As a result, the group which is more prone to a positive attitude should be the target market (Shwu-Ing, 2003). Consistent with the study of Armstrong and Kotler, (2000), “a person’s shopping choices are influenced by four main psychological factors: motivation, perception, learning and beliefs and attitude”. In other words, attitudes are shaped through motivation and perception that influence decisions making of consumers.
The trend is growing too fast increasing revenues from the online retailing. Researcher have been conducting a lot of research to see the impact of online shopping on the business, the role of internet shopping as a channel of distribution (Alba et al, 1997), factors influencing shopping online (Swaminathan et al, 1999) and the impact of online shopping on price sensitivity (Shankar et al, 1999).
Review Of Literature ( customer satisafcation towards online shopping) George Adamidis et al (2006), in this paper, the authors discussed about specific aspect of shopping; grocery shopping. Grocery shopping is an essential and routine type of consumer behavior, which over the last few decades has undergone major changes due to the rapid evolution of technology. E-grocery is the new form of grocery shopping, which allows consumers to order products via the Internet from the convenience of their house. The evolution of online and in-store grocery shopping is largely determined by the motives and the behavior of consumers. The aim of this paper is to investigate and explain Cypriot consumer’s perceptions and responses towards online grocery shopping.
Cass and Fenech (2003) in their study named “ Web Retailing Adoption: Exploring the nature of internet users web retailing behaviour” focussed on examining how internet users adopt web for retail usage. They used a technology acceptance model as a framework to explore acceptance of this technology for retail usage. To measure the attitude of consumers towards web retailing the impact of several parameters such as opinion leadership, buying impulsiveness, internet self-efficacy, perceived web security, satisfaction with websites, web shopping compatibility were evaluated. The results indicated that the various antecedents as mentioned above being used in the study differentially affects the beliefs of internet users ( perceived usefulness
Afterwards, the author summarized all these motivating factors as listed below in a questionnaire form to be used for primary data collection to investigate among respondents with online shopping experience. 1. Online shopping is time-saving because you can purchase products or services after a few mouse clicks on your computer, laptop, tablet or smartphone/cellphone. 2. Online shopping saves energy because it requires less effort than going to traditional stores.
Moreover, using E-commerce can give a company additional competitive advantages on fashion industry market and change the particular market in general. Nowadays, with the introduction and rise of e-commerce in fashion industry, it is very important not to ignore different kinds of social networks and applications. The main reason is that most customers tend to look for online content before making any purchase. Instagram, various fashion and lifestyle blogs, newly appeared applications are often used by customers before the purchase is
CONSUMER ATTITUDE TOWARDS STORE BRANDS LITERATURE REVIEW SUMMARY Consumer attitude towards store brands is purely based on emotions. The relation between attitudes and purchase behaviour gets stronger as consumer gets more direct information about brand such as brand trials. The emotions can be described as: • Cognitive (Awareness) • Affective (Evaluation, Liking, Conviction) • Co native (Action, Trial or Purchase) The consumption of store brands is increasing in the global markets. In Europe it represents 12.4% of the total food shopping. Most consumers believe that store brands are reliable, trustworthy, different from the brands of the manufacturer and are great value for money.