Essay on Effects of Millenium Online Purchase Behavior to Physical Shopping Experience

Published: 2021/11/09
Number of words: 1913

Summative summary

Luxury purchase is a significant boost for the economy both in developed and developing countries in the 21st century. In respect to the trendy world, the millennium has been associated with the luxury purchase across the globe. The factor can be linked to the fact that they are so much attached to keeping up with the changing dynamics of the fashion world. Literally, luxury products are not saturated in the market. As a result, the company stores are not located in most places. This has been the typical strategy used by the different companies to prevent their products from being saturated in the market. In most cases, the luxury purchase by millenniums has been motivated by self-satisfaction and the feeling that they fit in the trendy world. Well, unlike the past where luxury product was associated with wealthy people nowadays even the average people in society want to look wealthy without wealth (Eloglu, 2013).


The rise of technology has made the luxury world, and luxury brands advance in very different ways. The most notable function of technology in the market structure of luxury goods is the marketing strategy. Even when the company cannot make their products accessible to the consumer’s door, the products are still moving because of the advancement in online marketing. From a literal point of view, these practices have affected physical shopping in different countries in diverse ways. The changes in market structure for different products underpin the fact that online purchase by millenniums has affected the physical shopping. About different impacts, the comparison between America and Japan will exonerate the changes experienced.

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In the light to the competition in the market for luxury goods, companies have had to put up with the online purchasing millennium through promotions practices. As results, the companies are investing highly in adverts both locally and internationally since the target consumers are online users. This aspect has made most companies neglect to put up many stores for specific brands across the said countries as well as failing to establish their companies across the globe since the consumers from all over the world can access products from where they are (Novak, 2012). In America for instance, we realize that luxury brands are using celebs to advertise their products. They use them because they are the most influential people in the country. Logically, if the companies were using adverts to familiarize only the outside consumers with the brands, then the companies would not be spending so much on the same since the locals would be learning about the brands from the next stores.

Japan unlike America has used the market penetration model for advertising their products in order to convince the millenniums who have adopted the online purchase that their products are the best. In this case, they involve other partners from across the globe to advertise their goods (Naris, 2010). From the history of Japanese marketing strategy, there are many stores for different luxury brands; however, the management is working more on improving advertisements since technology has influenced the mode of purchasing. Along with other advertisement platforms such as social media, the Japanese luxury products companies have experienced a tremendous rise in sales for online purchase compared to stores shopping and as a result, concentrated on improving their online sales forgetting the improvement of customer relations on the store’s category.

Customer care services which are the most determinant toward building a longing lasting relationship between the consumers and luxury brand companies have been affected greatly. In most, cases the companies have improved their customer services especially when they have almost the same products with their competitors so that they can be in a position to convince the clients on the value of their money for the products bought. Generally, online purchasing behavior has minimized the chances of companies serving their clients directly. As a result, the luxury products companies are not sure whether the clients can buy their products in future because they cannot fully establish to what extent the clients were satisfied with their services.

In the American marketing strategy, they are always concerned with improving their services. Sometimes without having one on one encounter with the consumers, these aspects may be unachievable. When the company is serving the customers from the store, it can identify the best model to embrace so that they can improve their services, for them to be in a position to maintain the customer for long term business activities. But when it’s online purchasing, keeping the client for future is not guaranteed. On the other hand, Japan luxury companies have a tendency to ensuring perfectionist so that they can build long-term perfect customer care services. Typically, the Japanese managerial aspects are based on research. They carry out a study to establish the customer services that fit their consumer in the modern world so that they can improve their services and build long lasting business relationships. The online purchase-oriented market has rendered the whole practice futile because some people don’t even comment on their services quality after they purchase the products. This has threatened the marketing criteria of being able to keep a long lasting relationship between consumers and producers in Japan.

In any business field, we cannot ignore the aspect of communication. It is the base for creating solutions, solving a problem and also building relationships with the consumers. Online communications are limited, and thus the clients may not get enough clarification about the products. In most cases, brands sell themselves through communication. When the purchase is limited to online, it means that consumers may not get to learn more about the brands in details. Visiting the stores makes the consumers be able to distinguish between varieties of products in a more informed manner and also suggest what should be improved (Warriginton, 2000). Most of the millennium who purchase online may have seen whatever they are buying from another person and as a result, may not bother with the variety. To be able to improve services and products communication is paramount, and online purchasing has not promoted that aspect.

In America, communication has been associated with learning the needs of the consumers concerning the trendy market so that they can be able to provide goods and services to the market. Online purchase has made the whole process hard because the services are characterized by the exchange of money and goods mainly. Therefore, the company’s service providers do not get a chance to have the face on face views of the client about the services and goods provided by the companies. As for Japan concerning its marketing strategy, communication is used as a way of establishing a legacy for the company services (Kozinets, 2012). According to their principle in marketing is that the company is supposed to “communicate before communicating”. This means that the luxury products company has to know what the people want before bringing it to the market. It is the major reason as to why the luxury products have sprouted all over the world. The online purchase is, however, swallowing its existed glory of being client-centered, because the practice makes everything different in respect to customer services.

Luxury products companies have a different organizational structure, and online purchaser lacks the opportunity of learning about the chosen company. When looking to the modern world, different companies are run according to different inspiration and motivation. Some luxury products are attached to different meaning that is drawn from its history. That is why luxury companies have logos and slogans that have different meanings. In most cases, the arrangements of stores give the consumers a sense of prestige being around them depending on their outstanding décor. Some companies have used this as a way of attracting their consumers to their stores. It is all about the management of the company (Khalifa, 2011)). Essentially, looking into physical shopping, we cannot ignore the aspect of the management. Some consumers are attracted to luxury stores because of store location, the arrangement of the store, ability to view different luxury products, and some tutorial advice given in the stores on how to use different luxuries products. Online purchasing culture is diluting the organizational structure of different organization since most of the managerial practices are not practiced; they are only experienced at the level of store marketing.

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In America, the organizational structure of different luxury products is characterized by serving the customers according to the trendy ways to enhance client satisfaction. In most, cases assumptions are used as long as they are making the profits (Kanto, 2016). The companies do not rely on the history of the company management to run it in the modern world. The online purchase does not get a chance to explore different management offered by the luxury products companies in America at the store level. On the contrast, the organizational structure of the Japanese luxury companies has been embodied in the historical management of the companies. The aim is to ensure that the cultural beliefs of company management are maintained. Generally, the online purchasers do not get to learn the diversity of the management in different companies so that they opt the interesting and most satisfying to their needs.


Ultimately, the luxury products companies’ growth is not affected whether the consumers opt to shop online or physically from the stores. The millenniums opting to shop luxury products through online means are increasing each day. This has made most companies ignore the impact; it’s making on the physical shopping since the main objective of each company is to increase its sales and profit. Besides that’s, the companies cannot manage to penetrate and develop their markets zones without depending on technology. Thus, since online shopping is a vital function of technology the luxury products companies have no choice other than embracing it. America and Japan physical shopping are affected differently because both countries have a different managerial concept of their businesses which is motivated by their market structure. Moreover, the consumptions of luxury products from the two countries are different, and that also explains why there is a difference in every aspect of marketing from both countries.


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