An exploration into the effects of continuous consumer research into consumer behaviour.

Abstract

The fourth industrial revolution has seen significant technological advancements and has changed the world that we live in. Not only are modern consumers, specifically of smartphone brands, spoiled for choice, but there is also a myriad of research tools and methods available to research consumer behaviour. Through qualitative and quantitative research, this study aimed to understand the effects of continuous research into consumer behaviour outcomes. To understand the motivation for this study, it is essential to note that ‘effects’ in this context refers to successful or unsuccessful advertising, and ‘outcomes’ refers to the desired action taken by consumers as established by smartphone brands. What became evident through this research was that smartphone users undoubtedly evolve in terms of their needs and wants, life stages, external circumstances, and what they require to remain loyal to a specific smartphone brand. The researcher anticipates that the results would aid smartphone brands in making better research and advertising decisions, including the variables essential to reassess and the need for adaptation based on consumer circumstances.