The paper "Internal and External Factors Influencing the Consumer Decision during Car Purchase" is a great example of marketing coursework. This report is formulated to analyze the internal and external factors influencing consumer decision during a car purchase. With disposable income increasing after the global world crisis, the rates of a car have really gone up. (Bohlen, Carlotti & Mihas 2010, p. 19). Bohlen, Carlotti & Mihas (2010, p. 20) contend that the carmakers now concentrate mainly on the developing economies because major developed markets face urban driving restrictions and high cost of fuel.
However, that does not mean they do not produce for the developed markets; in fact, they are now designing fuel-efficient cars such as hybrid and electric cars. Currently, the automotive industry has several players which the customers can choose depending on several factors including occupation, income, personality and social class among others (Choeuke 2009, p. 13). Major players in this industry comprise of Toyota, Volkswagen, BMW, Mercedes, Honda, Tata, Ford and General Motors. Introduction As the 21st century continues to unfold, we can observe numerous changes and developments happening around with all the firms in every sector trying to sustain pace with these changes and different needs of the individuals (Percy 2009, p. 49).
Globalization and technology have changed the business environment great deal resulting in a change in customer behavior. The managers that would like to be successful in their operations must embrace the change to its entirety. With the customer as the king, the managers ought to teach the customer service representatives to remain within the emotional labor, even with the stubborn customers (Percy 2009, p. 51). This is because it’ s within their right to ask several questions before deciding to purchase a product or service.
Just like in any other human being, customers are normally influenced by different factors prior to making a purchase decision. Based on the views, this report analyzes the influences of the internal and external factors on the consumer decision process concerning car purchase. Consumer Decision Process Internal Factors Almost every human being would like to buy a car in their lifetime. A car is a sign of prestige and everybody would like to own the best car. However, the decision to purchase one is normally influenced by internal, external and situational factors (Quester et al.
2014). The consumer normally has this intrinsic personality that drives how or her to choose let say BMW over others. They are called internal factors and they include needs, motives, emotions, perception, memory, personality, lifestyles and attitude. The consumer is driven by the internal stimuli to recognize a need. As such, a consumer feels the need to own a car for prestige because of social class (Hermann 2009, p. 177). Personality Blackwell et al. (2006) argue that personality also plays an important role in decision making for car buyers.
Similarly, a person can be living in a terrain land which needs a 4-drive car with a large engine capacity. Therefore, he or she will go for cars like Landcruiser VX of Prado. Personality develops as one interacts with others. Some personalities are just outgoing, and in their trips, they would like to stand out among the rest (Blackwell et al. 2006). Therefore, they would go for sports cars such as Rolls-Royce, Bentley, Alfa Romeo and Audi among others.
Car manufacturers know this secret and have the segment of personality, more so for young people. According to Quester et al (2014), big sports cars brands convey material wealth and success which could be inspirational to young executives. In respect to this, they create a brand personality to appeal to the individuals who value the characterization.
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