Volume : VI, Issue : III, March - 2017

AN ANLYSIS OF IMPACT OF SOCIAL MEDIA SITES ON E–CONSUMERS PURCHASING

Dr. C. Natarajan, Shenbagam Kannappan

Abstract :

 Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants. It is also concerned with the social and economic impacts that purchasing and consumption behaviour has on both the consumer and wider society.[1] Consumer behaviour blends elements from psychology, sociology, social anthropology, marketing and economics, especially behavioural economics. It examines how emotions, attitudes and preferences affect buying behaviour. Characteristics of individual consumers such as demographics, personality lifestyles and behavioural variables such as usage rates, usage occasion, loyalty, and advocacy, willingness to provide referrals, in an attempt to understand people‘s wants and consumption are all investigated in formal studies of consumer behaviour. The study of consumer behaviour also investigates the influences, on the consumer, from groups such as family, friends, sports, reference groups, and society in general. The study of consumer behaviour is concerned with all aspects of purchasing behaviour – from pre–purchase activities through to post–purchase consumption and evaluation activities. It is also concerned with all persons involved, either directly or indirectly, in purchasing decisions and consumption activities including and–influencers and opinion leaders. Research has shown that consumer behaviour is difficult to predict, even for experts in the field. However, new research methods such as ethnography and consumer neuroscience are shedding new light on how consumers make decisions.

Keywords :

Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

Dr.C.NATARAJAN, SHENBAGAM KANNAPPAN, AN ANLYSIS OF IMPACT OF SOCIAL MEDIA SITES ON E–CONSUMERS PURCHASING, INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH : VOLUME-6 | ISSUE-3 | MARCH‾2017

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