University of Strathclyde
Pre-sessional Course Module 3
Consumer Behavior Transformation in Internet Era
Consumer Behavior has been through changes in recent year because of the Internet Revolution, as a result, consumers can get more benefits than before on making decisions in the help of new technology like Google Search or Social Media. This leads to traditional marketing less important (Jon Reed, 2011). The Internet booming leads researchers and scientists to think about consumer behavior in different scenarios, which is not only used in the traditional market but also in the World Wide Web. The essay will compare the advantages and disadvantages between the marketing based on traditional and Internet consumer behavior and also will investigate whether traditional one no longer proper to use and consumer behavior in the future.
Marketing has been playing an increasingly important role in our society, especially in business field. One of the crucial elements in marketing is consumer behavior, which, by definition, is the study of individuals, groups, or organization and the processes they use to select, secure, and dispose of products, services, experiences or ideas to satisfy needs and the impacts that these processes have on the consumer society (Engel, Blackwell & Minard, 1993). Over the years, the marketing environment has been changed due to the emerging of Internet and people started to enter into the information era because of that. As a result, traditional consumer behavior is also experienced changes during the period. The consumer behavior before the rising of the Internet might not be suitable for the contemporary society anymore. It is estimated that the number of Internet users has been over 2.4 billion by 2012 which is a significantly growth (566.4%) compared with the number in 2002 with only 360 million people (Internet World Stats, 2013)....