A theoretical perspective of consumers information search behaviour and role of psychological variables

Abstract

Understanding the consumer search behaviour is the key for success in the growing consumer centric markets. The E-commerce has brought a number of drastic changes in the behaviour of the consumer and specifically the search behaviour. The changes are caused specifically because of the modification in the factors which influence the behaviour of the consumer in buying things online. Amongst several other factors, which play an important role in the behaviour of the consumer in online buying, here are a few characteristics, importance and specificity of the various psychological factors. This is mainly because of the significance of marketing research that has proved that experience of consumers in terms of online marketing generates mutation in the mental process, which in turn triggers the decision of making purchases online. Thus, it is important for the marketers to acknowledge the significance of study as well as influence of such factors because of the rising power of the online world. There is absolutely no doubt about the fact that this revolution of online marketing has exerted a powerful influence on the behaviour of the consumers and turning them into internet users. It is important to adapt to the ever-evolving marketing world. Kotler foresaw that consumers need to rethink about the processes which help them identify, communicate as well as offer value to the clients. It would help them in improving their capabilities of managing the individual as well as organisational consumers.