Marketing is the process of creating value for customers, delivering it to them, achieving their satisfaction, and building strong relationships with them, leading to achieving the organization’s goals. Consumption is the use of goods and services to satisfy human desires and needs. Therefore, understanding consumer behavior is important for companies seeking to achieve success in marketing, whether traditional or electronic.

What is consumer behavior in shopping?

Consumer shopping behavior is defined as a variety of psychological and behavioral processes that he performs during, before and after purchasing goods and services

Electronic marketing and consumer behavior

Electronic marketing has played an important role in changing consumer behavior, and has led to a radical change in consumer behavior, as consumers can now access products and services easily Through websites without being restricted by place or time.
Understanding consumer shopping behavior is extremely important for companies seeking to achieve marketing success. Knowing the factors that influence consumers’ purchasing decisions helps companies develop effective marketing strategies that meet their needs and achieve their satisfaction.

How does electronic marketing affect consumer behavior?

E-marketing has brought about many changes and transformations in consumer behavior, as it has become:

• Consumers can access products and services from anywhere and at any time.
• Companies can provide shopping experiences tailored to each consumer’s needs.
• Businesses have the ability to communicate with consumers directly through social media sites and email.
• Consumers have a role in influencing purchasing decisions by sharing their opinions and experiences online.
• Consumers search extensively for information about products and services before making a purchasing decision.
• Consumers have the ability to easily compare prices between different companies.
• Consumers rely heavily on the opinions and experiences of other users before making a purchasing decision.
• Online shopping is more popular, as many consumers prefer the convenience of shopping from home.

The impact of direct marketing on consumer behavior

Direct marketing depends on direct communication with the consumer through several marketing techniques, and is considered one of the effective tools to communicate with consumers and direct their behavior towards purchasing.
This has affected consumer behavior from several aspects:

• Direct marketing helped introduce consumers to the brand, its products, and its services.
• Direct marketing offers and discounts that encourage consumers to purchase.
• It allows communicating with consumers directly and building strong relationships with them.
• Collect data on consumers’ needs and desires.

What are the types of consumer behavior?

There are many factors that influence consumer behavior. Which leads to differences in types of behavior, including:

• Habitual purchasing behavior means daily purchase of many products that he needs in his life.
• Complex purchasing behavior, where the consumer needs to buy a high-priced item, which requires more time to think and choose
• Purchasing behavior that reduces dissonance when there are not many choices in a product, and the purchase decision must be made quickly
• Purchasing behavior for the purpose of variety: where the consumer wants to buy alternative products despite the quality of current products

What are the factors that influence consumer behavior?

There are several factors that influence consumer shopping behavior, such as:

• Personal factors: such as age, gender, education, income, social status, needs, motivations, values, and beliefs.
• Social factors: such as family, friends, reference groups, and culture.
• Psychological factors: such as perception, learning, memory, thinking, personality, and mood.
• Marketing factors: such as product, price, distribution, and promotion.

How has modern technology affected consumer behavior?

Modern technology has led to a significant change in consumer behavior, as consumers are now able to:

• Searching for information: through search engines and social networking sites.
• Product Review: By reading other users’ opinions and experiences.
• Online purchasing: through many e-commerce sites.
• Communication with companies: through social networking sites and e-mail.

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