Online Consumer Behavior - Research Prospectus (Research Proposal) Essay

Online Consumer Behavior - Research Prospectus (Research Proposal) - Essay Example eld needs to be done to see as to how a research can be done in the field, that is to say we will try to provide a research framework which will be on three main blocks; main reason for buying, adoption and carrying on with the decision, this will help analyze the behavior of the online consumer in a uniform and systematic manner. 351 articles in all are present and have been used in the field of consumer behavior over the past decade. The articles that deal with consumer purchase behavior on the internet are the ones that we will be focusing on most articles that are used were obtained from online database, through digital libraries and online databases In the recent years, B2C e-commerce has been at a rise and researchers are of the opinion that B2C will soon switch to virtual means and thus there will be no need for local stores. Having said this there are still areas in online consumer behavior that need to be studied. Specially in the section where the products are bought on the bases of their quality and where customers feel that the quality can only be understood better once the product is held and felt. Examining the literature in this field reveals that several components of consumer behavior theory have been applied when studying online consumer behavior. Although, application of the concepts is not as simple as it sounds. A large amount of difference can be seen between both type of consumers (online and offline). Marketing is considered to be the most important factor when it comes to selling product mainly on the bases of their perceived quality, which is something that is highly difficult to determine, and even if that is determined it is hard to convince the customer into going for the purchase decision without have felt the product, by just seeing the product on the website. Trusting the website is another issue that needs to be addressed, developing trust is extremely important to bring about any sort of purchase decision and also to make the

Global Marketing Essay Example | Topics and Well Written Essays - 1750 words

Global Marketing - Essay Example According to Hall (1977) in addition to learned nature of culture, anthropologists consider that all cultural aspects are interlinked and within a culture different groups share the same culture that distinguishes these groups as well. Therefore, change in one feature influences the other aspects of the culture in either direct or indirect way (p.16). Contrary to common belief, culture is more than art, music or literature when it comes to marketing on global level. It’s a major source of influence on activity in the marketplace. According to Keegan(2002) culture is defined as â€Å"ways of living† by anthropologists and sociologists. These particular ways are formed by group of individuals and pass from one generation to another. These ways of living are inaction in form of social, educational, business and religious institutions. Culture is not one time solution but a combination of conscious and unconscious set of ideas, beliefs, attitudes and symbols that form collective human behavior (pp.94-5). Culture is a complex and intriguing component of international business environment. Appropriate knowledge of cultural dimensions plays a crucial role in product development, promotion, human resource management, business negotiations and management of socio-political environment. One of the major problems is the implicit nature of cultural features. Cultural variables prove to be troublesome for multinationals with insufficient homework as their managers fail to realize the variance that leads to serious blunders (Cherunilam, 2007, p.75). Cherunilam(2007) further explains that in order to craft just the right strategies for potential customers in a certain culture, it is inevitable for marketers to understand their cultures. Some products and services are accepted in one culture while others reject them. It is crucial to modify the products