ANALYSING CONSUMER BEHAVIOUR ON INTRODUCTION OF NEW TECHNOLOGIES

Which is better: Android or iOS, conventional stores or internet marketplaces, highend or basic goods? When it comes to making purchases, every shopper is different. The question then becomes how and why consumers arrive at these verdicts. Recent advances in digital technology have made it easier than ever for consumers to tailor their daily lives to their preferences by way of, for example, their smartphones, social media, and on-demand service providers. However, these advancements have also had an effect on traditionally accepted patterns of consumer behaviour, such as the shift from brick-and-mortar stores to online marketplaces. While modern businesses have more opportunities than ever to learn about and connect with their ideal customers through channels like brick-and-mortar stores, online marketplaces, corporate sites, mobile apps, and social media, they also face rising costs associated with basic operational necessities like advertising. In today's era of rapid technological advancement, companies are keenly interested in learning about their customers' needs and desires so that they may build lasting relationships based on trust and loyalty. As a result, there has been a rise in studies that examine the whole buying process, from product research and consideration through use, feedback, and eventual disposal. Recent projects in consumer research, including as ethnography and consumer neuroscience, provide insight into the complexities of consumer behaviour and the factors that influence customers' final purchasing choices. There are downsides to technological progress, such as increased rivalry and product displacement, and upsides, such as faster market growth and novel product development. As company processes are increasingly organised and controlled through an integrated, combined yet flexible, the 4th industrial revolution is becoming the new standard for organisation. Due to business uncertainty and continually shifting customer behaviour, organisations need to continuously fine-tune their business strategy and processes to be competitive and relevant. In order to properly create a marketing strategy that meets customer expectations, businesses must keep abreast of the technological developments that influence consumer behaviour