Essays on What Factors Affect the Consumers Decision Process Coursework

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The paper "What Factors Affect the Consumer’ s Decision Process  " is a great example of marketing coursework.   The existence and development of any business in the market is highly dependent on the consumer. The demand by the consumer influences a business marketing decision to a huge extent implying that the consumer demand influences the marketing strategy and tactics that an enterprise employs. By understanding the influencing factors of consumer behaviors, a business can be in a position to understand the consumer demands, influence the factors that will promote consumer purchasing and change the unfavorable factors that hinder purchasing while considering consumer satisfaction as the key as the sole goal of the marketing behavior.

It is only through providing high-quality products at reasonable prices, satisfying the consumer material and psychological needs, and providing complete services that a business is able to earn more customers, increase market share and competitive advantage (Hernandez, Jimenez & Martin, 2011). There are many reasons that consumers make a decision as to the kind of products that they would like to purchase a certain product or the other. The reasons that influence decisions made by a consumer can be broadly classified into two.

These are internal and external influences on decision making by a consumer. Consumer decision making refers to the process through which consumers identify the needs that they have. The consumers then gather relevant information. After getting a number of alternatives the final step is to make the purchase of the item (Gummesson, Kuusela & Narvanen, 2014). Consumer decision making can also be said to be the actions that a person takes before buying and making of a given product or even a service.

It includes the processes, both social and mental that come before and after the actions taken by the consumer. This essay will discuss the influences of the internal and external factors that influence online shopping using Amazon as an example. The industry overview The development of the internet for the last two decades has been on the rise and a digital economy that is supported by information technology is as well as developing worldwide. This means that the number of internet users has gone up, high-speed internet is increasingly available and new technologies for web development are emerging that can help to promote the images of products and services online.

This implies that detailed product data and improved services have attracted more people and changed their consumer behavior from their traditional mode to rely on internet shopping (Hernandez, Jimenez & Martin, 2011). Similarly, most companies have realized the change in consumer behaviors and have been forced to change their marketing strategy. Recent research has indicated that internet shopping is on the rise and is popular to many people.

A report by the US Department of Commerce has also indicated that online shopping has grown in the recent past as indicated by the total sales by companies. For instance, Dell computers made sales worth 18 million dollars in the first quarter of the year 1999 through online shopping; this accounted for 30 percent of its total sales (Gummesson, Kuusela & Narvanen, 2014). It is therefore important for companies to understand internet shopping and its effect on consumer behaviors in order to develop a good e-commerce strategy.


Gummesson, E., Kuusela, H., & Narvanen, E. (2014). Reinventing marketing strategy by recasting supplier/customer roles. Journal of Service Management, 25 (2), 5-5.

Guo, L. (2011). A Research on Influencing Factors of Consumer Purchasing Behaviors in Cyberspace. International Journal of Marketing Studies 3(3): 182-88.

Hernandez, B., Jimenez, J. & Martin, J. (2011). Age, gender and income: do they really moderate online shopping behaviour? Online Information Review, 35 (1): 113 – 133

Miyazaki, A. & Fernandez, A. (2005). Consumer Perceptions of Privacy and Security Risks for Online Shopping. Journal of Consumer Affairs, 35, (1): 27–44.

Sandy, D. & Minjeong. K., (2009). External and internal trigger cues of impulse buying online. Direct Marketing: An International Journal, 3 (1) 20 – 34.

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