Consumer Behaviour in New Digital Era: A Paradigm Shift
Keywords:
Consumer behaviour model, internet consumerAbstract
Understanding consumer completely has still remained to be a biggest mystery right from the history and development of the concept of consumer behaviour in marketing. Consumer is the first and the last link in the whole chain of business activities. Mere concept of marketing exists because of consumer. Consumer behaviour can hence be said as evergreen topic of interest and discussion for academicians, researchers and marketers. The behaviour of consumers is unpredictable. There are different approaches to consumer behaviour like analytical approach, cognitive approach, behavioural approach, economic approach, all of which ultimately revolves around psychological approach. As the development of mankind has seen drastic changes which is complemented by the technological developments, the study of consumer behaviour with respect to these changes is the need of hour. There is technological interference in each stage of buying decision making process. In this respect this research aims to explore answers to some of the questions like, is there any technological influence on consumer? Has the digital revolution made any difference in consumer behaviour? Does the old model of consumer behaviour still applicable to changing consumer behaviour with the intervention of technology? The influence of internet technology is playing a major role in the changing consumer behaviour. This study aims to understand this changing trend and behaviour of consumer in India. India developing digitally to a rapid extent has already attracted many foreign investors in e marketing is a hot spot as there is growth in the industry. Hence the study is of great relevance.
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