CONSUMER BEHAVIOR ON ONLINE ADVERTISEMENTS IN UK

Consumer Behaviour on Online Advertisements in UK

Table of Contents

Introduction3

Overview4

Internet Shopping Development5

History5

Aims and Objectives7

Literature Review7

Buying behaviour7

Internet Shopping9

Measuring the Effectiveness of Online Advertising10

Online Consumer Behaviours10

Research Methodology13

Participants13

Method14

Method Selection14

Questionnaire Design15

Anticipated Results16

Ethical Consideration16

Conclusion17

References19

Appendix21

Consumer Behaviour on Online Advertisements in UK

Introduction

Many firms are using online communication as a new tool to promote their brands and products, to keep in touch with customers and to sell their goods and services. The question that arises here is whether the Web is - or not - a useful instrument to reach the market, and, in particular, whether online advertising is effective or not. To explore the attitude of the Internet users towards the Web advertising in the UK market, a field research s going to be carried out on a sample of population in the two major cities of United Kingdom, London and Birmingham. Online questionnaires will be sent to the population via email which will be collected from them in reply to that mail. This data base will allow defining a clear profile of the users of online shopping, in terms of attitude towards the web advertising, net-surfing behaviour, advertisement online exposure and evaluation. In general, two clusters have been individuated: heavy and light users, with different attitude, behaviours and judgements in relation to the Internet as a whole and to the online communication as specific. The paper, after introducing the method and the theoretical background of the research, presents the main results and conclusions. Finally, it proposes possible extensions for the future research, fitting to the results of the exploratory analysis.

In recent years, many companies are using online communication as new tool to promote brands and products, contact consumers for selling goods and services. The research question is to understand if the Web is actually a tool which is adequate to reach the market and, in general, whether online advertising is effective or not. In order to investigate the attitude of the consumers towards online advertising, this research will allow the reconstruction of the profile of the people in terms of attitude towards the Internet shopping, online behaviour, online advertising and its exposure to evaluation.

Overview

It is a fact that the companies to have a good business, must learn how to deal in the best way with users / consumers, and it is interesting to know the answer on their part, which is usually deduced from the comments. In fact, according to recent research, through these comments you can get important information upon which to base the marketing strategies in the last few years. The comments on the net about local businesses have increased a lot, almost eight times. Our country is in first place with regard to the length of the reviews. From the point of view of the sectors at European level, it seems to dominate in participation, the catering and amenities such as garages and beauty centres.

There are various types of evaluation of the commercial users to discuss: against all odds, the price is only the sixth place, while ...