The paper "Effects of Internal Factors on Consumer Decision-Making Process" is a perfect example of a management case study. Consumers use and buy products or services according to their needs, tastes and preferences, as well as buying power. The types of products consumers purchase include speciality goods, durable goods, consumable goods or, industrial goods (Hawkins, Mothersbaugh, & Best, 2013). Consumer behaviour depends on their perception, attitudes, self-concept, personality, motivation and many other factors. Consumer behaviour is the decision process-making process through which consumers experience in acquiring, using and eventually disposing of products or services.
The process of buying products or services starts in the consumer’ s mind and leads to consumers getting the best alternatives between products (Hawkins, Mothersbaugh, & Best, 2013). The aim of this paper is to discuss how internal factors influence the consumer decision-making process. Nevertheless, in trying to analyze the consumer decision-making process and how internal factors influence these decisions, the paper will use a Samsung phone product to achieve this goal. Samsung is considered one of the best mobile phone brands not only in Australia but across the world.
Consumers use the product to communicate with others through calls and short messages. The product can also support other applications depending on the inbuilt features. The discussion will show how internal factors influence the decisions of consumers to purchase this product. 2.0 steps in the consumer decision-making process According to Gollwitzer & Sheeran (2009), consumers undergo a series of steps in the decision-making process when buying products or services. First, consumers make a decision to solve the problem they face. For instance, a problem could be the need to communicate with others.
Thus, information search is conducted with the purpose of meeting the need for communication (Adapa, 2014). The purpose of an information search is to find out how the problem can be solved and may require identifying the product that can be used to handle the problem. This leads to an evaluation of alternatives to identify the product that can effectively solve the identified problem (Adapa, 2014). The consumer may evaluate different mobile phone brands, for instance between Samsung and LG so as to identify the best product to purchase.
Thus, a consumer makes a cost-benefit analysis to decide the best product as well as the brand image that can suitably and adequately solve the problem (Sheth, Laroche, & Mittal, 2011). The consumer can now purchase a product and use it after evaluation. As the consumer continues to use the product, he or she will either be satisfied or dissatisfied, which may make the consumer re-purchase or reject the product (Michael, 2001). This is referred to as post-purchase behaviour. 3.0 Marketing strategy-segmentation, targeting and positioning Before discussing the impact of internal factors on the consumer decision-making process it is necessary to analyze the marketing strategy for Samsung phone.
First, the product can be categorized under high involvement. When buying this product, consumers engage in more decision making by identifying the possible benefits and risks associated with the product (Richarme, 2001). The demand for the Samsung phone is highly dependant on demographic and behavioural characteristics. Demographic aspects include age, gender, education, social class and income. Samsung phones are designed in a way that conforms to these demographic aspects (Thomas, 2007). Behavioural market segmentation for the product relates to the respond of consumers in using it.
The decision for consumers to purchase the product is based on their attitude, readiness to buy, loyalty perceived benefits and status (Larsen, 2010).