Consumer Behaviour and Media

[Name of the Institute]Consumer Behavior and Media

Consumer Behavior

Consumer behavior has great interest in marketing field due to its effect on the volume of sales. It tries to predict or forecast about consumer behavior trends through conducting specific research.. According to American Marketing Association 2008, the consumer behavior has been defined as “the cognitive process that consumers go through prior to a transaction decision”. The following paragraphs discuss customer needs, consumer perception and buying behavior trends.



Media and Customer Needs

Media Technically the term media is defined as the transmission of the desired information electronically via the innovations made by the mankind over time, in shape of television, radio, newspaper, and cinema, and now the internet. The term widely associated with the media is the Mass media; mass media are an integral facet of media, which fulfils the purpose of catering to the larger audience, via the gadgets, mentioned earlier. Media entails the technical distribution and reception of information and the respective subject matter. There are numerous purposes of media, for some it is the mode of gaining information, and for others, it is the purpose of attaining entertainment. Comparison of Old Media and New Media What differentiates between the eras of media, and label them as the old or the new media, is the level of advancements attained and the increase in the technicality in the formulation and production of the Medias. The primary focus rested till the attainment of the information, in the form of news; and the responsibility of entertainment was subjected to mainly the theatres and local dramas. Moreover, ever since the technology has advanced, not only has the level of technicality escalated, but also with every passing era, the world is witnessing new gadgets and modes of communication employed by the media (Lauren, 2005).

Changing Advancements and Behavior of Consumer

However, as time progressed, so did the media, and with this passing time media not only became advanced, but also excessively powerful. Now what the new media comprise of are the cable TV, radio, newspapers, magazines, cinemas, movies, documentaries, mass communication, emails, online websites, social networking software, video games and much more. The biggest feature of the new media rests in the fact that it enables the person to access the content of his/her choice, at the chosen and desired time, with respect to the medium of his own choice. Digital mediums are the biggest addition to the domain of media, and particularly the new media. The Characteristics and Advantages of Media The characteristics of the media have stormed the world and its inhabitants to a significant extent. Apart from the fact that today's media is less printed and more digital (even the newspapers); it is even faster than before. Now news or information is either just a click away or to flip to your favourite channel (Donald, 2003).

Most importantly, the biggest characteristic of the current media resides in the fact that it addresses or caters to a greater extent of people to what it did ...