The Digital Revolution

The Digital Revolution

Consumer Behavior

Introduction

The Digital Revolution is the conversion from analogue mechanical and electronic technology to digital technology that has taken place since 1980 and continues to the present day. The word also refers to the sweeping transformations brought about by digital computing and communication technology during the final half of the 20th century. Analogous to the Agricultural Revolution and Industrial Revolution, the Digital Revolution marked the beginning of the Information Age. Central to this revolution is the mass construction and pervasive use of digital logic circuits, and its derived technologies, including the computer, digital cellular phone, and fax machine.

Definition of Terms

Marketing is the method by which companies create customer interest in goods or services. It generates the strategy that underlies sales techniques, business communication, and business development. It is an incorporated procedure through which companies fabricate well-built customer relationships and generate value for their customers and for themselves. Marketing is used to "attain customers; sell them more products and make a profit" (Schiffman and Kanuf, 2007). Marketing progressed to convene the stasis in developing novel markets caused by mature markets and overcapacities in the few centuries.

Consumer behavior is the study of when, why, how, and where people do or do not buy product. It incorporates factors from psychology, sociology, social anthropology and economics. It tries to comprehend the buyer's decision making practice, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an effort to understand people's wants.

Background

Digital technology is on the rise in today's world of innovation. This is not only promoting businesses but is also greatly promoting consumers. Today, digital technology has become a part of consumers' daily lives. Departed are the days where consumers used to be passive now consumers are more interactive now that the internet has enabled a key breakthrough in technology that ultimately altered the relationships between marketers and consumers on a global scale. Digital technology is vastly helping the consumers to bond to both the networks and to each other anytime anywhere, thus reducing the communication barriers that existed before. Now consumers are further sentient about the world and new technology innovation which is greatly influencing consumer behavior who now demands for more resourceful product and services.

Digital