The retail environment - Essay Example

The Retail Environment THE RETAIL ENVIRONMENT Owning a phone in today’s world is a necessity, and most importantly it is necessaryto own a phone with advanced features. Such phones are referred to as smart phones. Through smart phones communication, networking, entertainment and shopping have become more efficient. Some of the top most categorized smart phones include Samsung Galaxy, Motorola Droid Razr-black, Apple iphone and HTC Rezound. Consumers have found themselves on the advantageous side as far as smart phones and their cameras are concerned this is in relation with e-commerce.

This paper explores the extent to which smart phones are changing how consumers shop. Shopping is highly influenced by social factors such as norms and image. Human motivation theory is attributed as the driving force behind a consumer’s shopping behavior. A consumer’s shopping is hedonic, social and utilitarian (Venkatesh & Ramesh, 2003, p34). Consumers while shopping seek value, quality and satisfaction. Consumers’ shopping behavior is further influenced by the need of seeking affection, acceptance and recognition in interpersonal relationships.

Other consumers, mostly women are motivated to shop during their free time in which case they socialization. The traditional form of shopping entailed walking in different stores and locating the prices of desired items from the aisles thereafter compare this is window shopping (Rouibah et al, 2011, p278). Smart phones have taken shopping on to the next level; this is through making it possible for consumers to consult on a products quality or price with other people, not in the immediate vicinity.

Consumer’s shopping is now more convenient in terms of being easy and fast. Smart phones have presented consumers with more multichannel of marketing that is more flexible ways in which consumers can buy products. Consumers have the privilege of accessing information pertaining to a retail store and its products from a web page or short messages. Most shoppers between the ages of 19 years to 29 years base their decision of shopping for a particular product on their smart phones. People who use smart phone for showing purposes have been influenced by mainly by friends and family (Laudon & Traver, 2010, p97).

Smart phones assist shopping through enhancing social shopping. This is the act of overlooking information on goods and services, which originate from traditional sources, and as a substitute, consult with family, friends or blogs. When shopping, individuals have the choice of taking photos of their desired products, and then send it to a companion for consulting purposes. Smart phones have different applications, which help consumers from different locations share and exchange information on products.

Smart phones also support shopping by helping consumers compare prices of products from different stores and, as a result, it brings about price harmonization (Abdul et al, 2006, p54). Retailers use smart phones to create and maintain their inventories. Pricing of products has also been enhanced by using smart phones. Retailers influence shopping behavior by making it easy for consumers to find items, product reviews and prices through their smart phones. Retailers also send mobile coupons, incentives, discounts and rewards to consumers’ phones, which in turn influence their shopping behavior (Devzone, 2011, p150).

Conclusion Technology has come a long way to ensure that business is conducted in an efficient manner. As a result, smart phones, phones with advanced features have seen to it that e-commerce becomes a reality. Consumers have found shopping easier through the assistance of smart phones. When shopping, consumers are able to consult with their friends and families regarding a product’s price, quality and reviews. Nielsen’s statement is indeed realty. References Abdul S, Darus H, Hussin R.

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