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Online Advertising Influence On Consumer Buying Behaviour

1589 Words7 Pages

In order to understand the consumer buying behaviour, it is important to comprehend the marketing management. In accordance of Szmigin and Piacentini (2014), the acts of individuals and process of decisions refers to the consumer buying behaviour is also included in employing products for household and personal use. It is identified that sellers should try to comprehend the consumer’s decision making where they can operate the marketing programmes in order to reflect these consumer expectations and needs (BRANNEN, MOORE and MUGHAN, 2013).
Pedro de Gouveia (2013) explain that consumer buying behaviour explores why individual make certain buying decisions, what products and services they are interested in, where they buy them and how they use them. According to Chen (2014), it is examined that there are many theoretical approaches that have had a great influence on consumer buying behaviour whereas most of them related to psychological orientations such as reinforcement theory and cognitive theory.
2.2. Influences on consumer buying decision
In accordance of Dawson (2013), the purchases of consumers are influenced by social, personal, cultural, psychological factors which are beyond the control of sellers. Hunter (2013) shows that psychological factors such as attitudes, motives and individual perceptions towards …show more content…

It has also established the correlation between organisation engagement with online advertising and its financial performance. According to Sword (2014), the engagement with online advertising means instigation of discussions, interaction with consumers and provides timely responses (Hand and Middle ditch, 2014). In accordance of Aberg and Kurdieh (2013), Tesco is classified as one of the largest retail industry in Europe with regard to online advertising which focused on engaging the consumers where and when it matters most for the

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