EFFECTIVE MARKETING STRATEGIES ON CONSUMER BEHAVIOR AS A KEY SUCCESS FACTOR IN E-MARKETING

摘要

Emergence of IT in business applications has brought about significant evolution in today’s market as well as formation of E-markets. Consumer demand from E-markets has created new opportunities for various economic businesses. Utilizing such opportunities requires accurate conception of consumer behavior paradigm and application of proper marketing strategies. Local markets have also undergone such evolutions. Existing of foreign competitors in Iranian household appliances and their experiences in application of such technologies has necessitated investigation of this issue. Hence, considering importance and position of household appliances and its industry in Iran, influence of consumer behavior in E-markets and E-marketing strategy has been investigated in the present study so that provide us with identification of consumer behavior paradigm in internet driven markets (E-markets) and related marketing strategies in addition to clarification of relationship between these two factors. In the same way appropriate marketing strategies could be selected. There are two approaches as database theorization and quantitative-descriptive surveying have been utilized here in order to meet such objective.