A STUDY ON E MARKETING STRATERGIES FOR CONSUMER BEHAVIOR
Dr. T. SARAVANAN , Mrs. A. SURYA
Introduction
Today’s marketing has taken reshape by digitalization, and every customer is accompanied with Smartphone’s with WI-FI and internet connections, understanding the target customers become vital. Customer choices are need based and it is decisive, who is creating the need, whether at the customer’s part or by the marketer. Rationality and impulsive decisions may either take place in their choice of purchase decisions. In online stores, the marketers are following the customers wherever they go through. Online markets are flourishing every day and hence, customer’s choices have begun more into impulsive. Emotions and feelings play a decisive role in purchasing, triggered by seeing the product or upon exposure to a well-crafted promotional message as showcased by the online shopping sites. Impulsive buying disturbs the normal decision making models in consumers' brains. The logical sequence of the consumers' actions has been put back with an irrational moment of self-gratification.1
Marketers follow the customer’s pattern of interests and are strategically induced through marketing tools. To understand the customer choices, marketers need to have the knowledge of the buying pattern of the customers whether it is impulsive or not. Knowing the impulsive behavior of the customers, may help them to influence the customers in a better way. Impulsive buying decision of the customer may differ from customer to customer.
Personality of an individual plays a vital role in consumer’s purchase decisions and their purchase decisions are induced by marketing strategies. Hence this research study is to find the influence of E-commerce marketing strategies among online customer’s impulsive buying behavior and to find the personality traits of online customers in this regard. Personality traits are used as an interviewing variable in this research study to find the influence of E-commerce marketing stimuli strategies towards impulsive buying of online customers. Even though it is used as an interviewing factor, in reality personality is the most influencing factor in purchase decisions.
