Nowadays, the technological environment is perhaps the most dramatic force shaping our
destiny. Technology has released such wonders as antibiotics, robotic surgery, miniaturized
electronics, laptop computers, and the most significant change is the internet. This essay
will discuss about the way that internet has changed customers, the advantages as well as
disadvantages that internet has brought to marketers.
Today, the internet really changes consumer’s thoughts and behaviors. Firstly, the Internet
has had an extraordinary effect on the way that we shop. In order to get the things that we
need from supermarkets, clothes shops, bookshops and anything else without leaving the
comfort of our own homes. Shopping over the Internet has become an extremely
convenient and the most preferred medium of shopping for hundreds if not thousands of
people. The reason here may be that the Internet is a trusted and informative source.
Online tools play a critical role in consumers’ shopping process, and one of the main
reasons is trust. Consumers have learned what information sources to filter and what
sources they can rely on. And when it comes to media, Internet comes out on top as 2 in 3
people stated they trust the Internet for researching their purchases. Therefore, consumers
today are less impulsive in their shopping and take the time to do research before making a
decision. In this study we uncovered stories from consumers who, even in the most
inopportune times, checked for consumer and expert reviews before committing to a
purchase. In addition, digital tools have made shopping more fun and engaging by pulling
in friends, family and even strangers into the process. Social networks, user reviews and
smartphones instantly facilitate the sharing of consumer expertise and experience. We
found that 49% of consumers give advice to others, motivated by a feeling of solidarity
with other shoppers. As a result, consumers now collaborate and compete with each other
—adding to the gamesmanship aspect of shopping.
However, The Internet has had more of an impact than just online shopping. It has given
consumers access to a wealth of information about products that they are interested in, as
well as about the stores that sell the product. No longer are customers making decisions
based on the information that is put in front of them. Instead, they are accessing a wide
range of information, to make informed decisions about product price and quality. The
ability for consumers to access information about the products that they are interested in is
