Journal of Modern Business Administration

This paper explores the trend of consumer behaviour evolution and its impact on marketing strategies. With the advancement of technology and changes in the market, consumer behaviour has undergone a remarkable transformation, from traditional offline shopping to online shopping and now to omni-channel shopping experience. The article analyses the personalisation of consumer needs, the diversification of information access channels and the impact of social media on purchase decisions. On this basis, it proposes that marketing strategies need to be adapted, including the use of big data to analyse consumer behaviour, the adoption of multi-channel marketing strategies, the strengthening of social media interaction and the provision of personalised experiences. Only by constantly adapting to changes in consumer behaviour can companies maintain an advantage in a competitive market.

Consumer behaviour; Marketing strategy; Social media influence; Personalised marketing