E-marketing and its effect over customer's buying habits

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INTRODUCTION

The concept of marketing has been around for many years. Ever since mankind began trading they also started spreading stories about their products to promote sales. Marketing is viewed as a method through which any business can promote their products and services. Marketing enables businesses to reach additional customers which would not have been possible otherwise. Gradually the methods of marketing transformed and have improved significantly. The concept of e-marketing or electronic marketing is still considered to be relatively new, however modern technology has drastically affected marketing in a positive manner enabling businesses to reach a larger number of customers. E-marketing can be understood as the use of modern communication technologies along with traditional marketing principles. E-marketing is simply put the use of the electronic media i.e. the internet.

Understanding the customers buying behaviour has always been extremely important. Since it enables marketers and businesses to determine buying trends and cater to the market accordingly. According to a study by the University of Delaware (2012, p.3) customer buying behaviour can be understood as the decision making process of the people involved with the buying and selling of goods and services. This aim of this study is to understand how e-marketing has affected customers buying behaviour. Understanding how customers react to modern technologies and virtual markets is crucial to be able to further expand businesses. Through this study the researcher intends of provider the reader with a better understanding regarding the changing customer buying behaviour and how e-marketing can be used for the advantage of the business.

Statement of Problem

According to Oakes (2009, p.1) understanding the customers buying behaviour is a crucial element which ensures the business is successful. If businesses failed to understand their customers and their needs it would create problems is gaining more customers. Owing to the competitive nature of the market understanding the customer and their needs can ensure the business can flourish, it also ensures the loyalty of the customers. Since the inception of e-marketing understanding the buyer is all the more important since there is an increase in competition and people will spend no time in changing sellers if their needs are not effectively met. Hence it can be stated that for the promotion of any business it is necessary to be able to determine the buying trends of the customers in order to retain as many customers as possible, yet in the case of e-marketing were the customer has countless options of seller makes it all the more difficult to understand the customers buying behaviour. This study aims at understanding how the customer buying behaviour has been changing since the concept of e-marketing has expanded.

Research Question

The research question this study will strive to answer through the course of this study is as follows:

How has e-marketing changed the customers buying behaviour?

Research Methodology

The research methodology is an extremely important factor of conducting any study. Selecting the right method ensures that the study is feasible and can generate ...