Factors Affecting Consumer Behaviour - Impact of Digital Technology - Digital Media Assignment Help

Assignment Task:

REFERENCE GROUPS 
Person likes to get associated with the wants of that Group.
All members share common buying behaviour.
 
ROLES AND STATUS
Individual's position in society
A person holding a superior position (Buy Mercedes Car)

The Impacts of Smart Phones 

• The consumer is more demanding 
• The consumer is well informed 
• The consumer expects service at particular locations. 
• The ease of the mobile phone in resolving something like booking a restaurant or buying something without having to call, makes confidence in the device grow continuously.

The Impact of Social Media:

• Social media is a platform for communication both for consumers and sellers.
• Consumers seek advice on making a purchase whether consumer durable or service through social networking sites like Facebook and Google. 
• Many companies are using them to influence consumers' opinions and buying patterns.

The Impact of Mobile Applications (Apps) 

• Mobile apps are changing the way brands connect with consumers 
• The explosion of mobile applications (apps) has led to a significant change in how consumers are using technology to interact with companies and brands. 
• According to a new study, there is a direct link between apps use and purchase activity. 

Hybrid Experiences:

• The consumer is chasing hybrid experiences. (i.e. composed of different elements.) 
• New technology has enabled hospitality businesses to provide guests with greater customisation, convenience and control.

The emergence of Virtual Communities 

• A virtual community is a community of people sharing common interests ideas and feelings over the Internet or other collaborative networks. 
• Forums, online chat rooms, WhatsApp groups, etc. are examples.
• Social networks like TripAdvisor have had a profound impact on hospitality customers. 

PERSONAL FACTORS

Age and Lifestyle stages

A. Age and Lifestyle stages (Youth 18 years, Young 18-35, Old 50-60 years) 
B. Occupation 
C. Economic situation (Personal Income, Savings etc) 
D. Personality & Self-Concept (Unique psychological characteristics for the consumer's environment. 

PSYCHOLOGICAL FACTORS 
1. Motivation (Maslow's Hierarchy of needs) 
2. Perception ( Selective attention, distortion and retention) 
3. Learning (Drives, Stimuli and responses. 
4. Attitude & Beliefs (Knowledge, Opinion, Faith)
 
THE IMPACT OF DIGITAL TECHNOLOGY ON CHANGING CONSUMER BEHAVIOUR AND ATTITUDES 
• Digital technology consists of electronic tools, systems, devices and resources that generate, store or process data. 
• Digital technology is evolving at a rapid rate. 
• It has changed the way we manage our work, communicate with others, entertain ourselves, and the way we do business. 
• Access to information made easy 
• The information available due to digital technology. 
• Access to information has led to more knowledgeable and with higher expectations (Kim, 2008). 
• A brand is not what a company says but what Google, shows to the consumer (Brady, 2011). 

Digital Technology Examples 

• Websites, Smartphones, Digital Televisions. eBooks, Social Media. Computers Printers. Digital Cameras, Robotics, etc.

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