Internal Factors Affecting Consumer Decision-Making - Shoe Purchases - Article Example

Internal Factors Affecting Consumer Decision-Making: Shoe Purchases Student Name Institutional Affiliation Internal Factors Affecting Consumer Decision-Making: Shoe Purchases Shoes are considered to be necessities and thus, they are a basic requirement for all people irrespective of their fundamental income group. Notably, a firm engaged in the production of shoes deploys significant marketing objectives in its targets market niches. It is clear and concise to postulate that marketing objectives are evaluated and later implemented through four distinct marketing variables that include product, price, promotion and place. The key purpose of this paper is to provide an analysis on numerous theories and concepts conversant with consumer behavior in the course of purchasing of shoes. Consumer behavior is the immediate analysis of how persons conduct spending their already available resources on consumption-based products. thus, this analysis is a study concerned with what these consumers buy, why they conduct the buying, when they finally buy it and how they intent to buy the product at hand(Schiffman and Kanuk, 1996). Consequently, consumers are perceived as having the ability to make buying decisions almost every-day. Thus, numerous consumer buying-behavior theories and concepts have been put forth to expound on the matter. These theories and concepts are involved with the processes of consumer product-selection, purchasing, usage and disposal in order to satisfy their immediate needs and desires (Kotler, 2003). For instance, under the stimulus-response model, consumer behavior is evaluated on the basis of both marketing stimuli and other key forces like culture, economical background, technology aspect and political environment. According to Kotler and Armstrong (2001), most of consumer buying behaviors are affected by such facets as culture, social platform, personal and psychological attributes. Notably, marketers have no control over these factors but they can take them into account before they can make any meaningful decision. Under the stimuli-response model exists both marketing and environmental stimulus which enters buyers’ capacity to think and act. Subsequently, people are categorized by the aspects of both power and prestige. This distinction has been divided further to include aspects of the hierarchy of lower, middle and upper classes (Assael, 2005). This means that Bata shoes, within any given society, will be purchased on the basis of class. This, in fact, is attributed to the level of income individuals’ accesses so that shoes are purchased in respect to the fundamental disposable income received. Another notable internal factor for which consumers embark on while selecting Bata shoes is perception and attitude (Amemiya, 1981). It is stated that each and every day consumers are exposed to numerous levels of stimuli. Consequently, most of this stimulus is consciously accessed hence resulting to a thought process while others are completely synthesized and eliminated from one’s mind. Accordingly, perception is the process through different stimuli is able to distinguished, received and later interpreted for their immediate meanings. It should be comprehended that perception becomes the facet upon which consumers selects Bata shoes because each of them perceives the products differently. Perceptions are also depicted in the different attitudes borne by the consumers. Thus, attitudes are informed decisions that make individual buyers act in either favorable or unfavorable manners (Amemiya, 1981). For instance, in this case, certain potential buyers will embark on purchasing Bata shoes because they believe they are of higher quality and affordable and also are availed by professional level of courtesy (Hey and McKenna, 1981). On the other hand, other buyers might perceive the product as being expensive and inaccessible to the most of the potential customers within the society. It is important to realize the assumption that their perceptions might or may not be valid at all. However, it is fair to understand that perceptions have been used over a substantial period of time, by customers, to perceive products and make decisions either to purchase them or not. Consumers of Bata shoes are also conversant with their product through the numerous experiences they have undergone (Hey and McKenna, 1981). Experience is considered to be one of the major internal influences that consumers integrate in the course of making purchasing decisions. As potential customers undergo newer happenings, it is almost certain that they will use the experience to make informed choices in the future. Bata shoes manufacturers should understand that they need to make a clear and concise first impression to its potential customers. This can be done through making quality and affordable shoes that can be accessed by all people irrespective of their immediate social status. Bata shoes manufacturers should understand to the fact that customers are products of their immediate operating environment. This is because customer’s newer experiences are incorporated into frames of references upon which future happenings will be analyzed and evaluated in that matter. Subsequently, the aforementioned frames of reference are depicted in respect to individual’s beliefs, values and purchase assumptions. For instance, in case of first purchase of Bata shoes customers will associate the unworn and well-mend shoes with future purchases so that future check-ups will be based on the first purchase. In the event that subsequent purchases are perceived to fall below their expectations then the products will be leave them with negative experiences. In fact, it is deduced that this experience is translated to the norm upon which potential Bata shoes customers judge all other shoe product they will purchase in the future. Consumers analyze and interpret their different purchasing decision using self-actualization needs. It should be noted that within the Maslow’s hierarchy individual needs are depicted whenever it is ascertained that they are able to reach the maximum full potential. Notably, these needs are perceived to be almost beyond the exact scope of what hospitality and tourism marketers expect to conduct with immense levels of certainty. Accordingly, there are instances within the hospitality and tourism industry which showcases the capacity of consumers to try to satisfy their immediate self-actualization needs. For example, when guests are deemed attracted to sports allowances at six-star resorts hence focusing on the manner for which they can play their best sport, then it is established that they are seeking to attain a state of self-actualization in respect to the aforementioned sport program. Subsequently, another methodology that can be used to depict the need for self-actualization as an internal facet affecting consumers buying decisions is through combining the Maslow’s work and personality development stages as analyzed by Erik Erikson. According to the aforementioned three developmental stages, human beings undergo each of them in order to establish the types of experiences that they will need as potential consumers. It should be noted that consumers engage in purchasing products either because they need them, because they have a desire to acquire them, or in other instances because they desire and need them in that matter. Consumer purchases that are conducted under the need to acquire them are considered to be non-discretionary while that done under desire is discretionary in nature. However, most of consumers are satisfied with discretionary-based purchases as opposed to the non-discretionary purchase. In the first stage of development, young adults are perceived to be seeking satisfaction through buying commodities experiences in their immediate early career-development and home-building years (Kotler, 2004). At this stage such commodities as houses and cars are purchased to attain immense levels of satisfaction. The second development stage covers years between 40 and 60 years. At this stage, consumer purchasing experiences shift focus to travel, restaurants and sports program. The third stage is placed between ages 60 and over. At this stage, potential consumers are perceived as having changed their possession experiences towards interpersonal forms of relationships and simple levels of pleasures. Thus, with this fundamental analysis, the hospitality and tourism industry services can be best purchased in immense quantities at the second stage. However, it is ascertained that most of the consumer’s will still continue to make purchases of these product for survival purposes. Notably, some of the resort programs, spas and travel destinations continue to be third stage targets. For instance, some destination travels are marketed to older generation who are in dire need of spiritual connection with supreme beings. In his works, David McClelland identified three definitive social motives which re achievement, affiliation and power (Kotler, 2004). His explanations towards each of the aforementioned motives depicted differences in consumer’s level of objective before making any buying decisions. For instance, achievement motive was used to describe the immediate causes which make individuals to continue working hard in order to attain certain set-goals. Affiliation, amongst individuals, is used to create the desire for one to belong to certain groups or seek approval of others within the society. On the other hand, McClelland identified the individual need for accessing immense levels of power (Weizsacker, 1984). For this case, individual consumers might be perceived as possessing the desire to have control over others which means that they want to be able to control others in their undertakings altogether. Consumers make their buying decisions depending on their immediate personal needs and motives. Needs are the incapability to access certain items while motives is attributed to individual’s inner condition that leads him towards satisfying certain needs. For instance, a person can be hungry and thus desire to access well-feeding programs and rested. Therefore, the aforementioned experienced need would lead them into seeking motivation in order to find out best-suited restaurant where this impeding need could be taken care of altogether. It should be noted that while analyzing needs they may lead to subsequent motivation which translates to consumer behavioral intentions that are later transformed into observable behavior. Proceeding behavior, feedback is perceived as having the capacity to affect consumer’s level of motivation. When the consumers are perceived hungry as earlier stated, it is certain that they will use past experience to check-in with the meals served. Depending with the feedback received, consumers are able to make decisions on whether to return or not to the restaurant. The most important matter to realize is that successful marketing is concerned with the identification and meeting the immediate expectations of consumers. Subsequently, Maslow’s hierarchy that was developed in the mid-1990’s remains to be one of the significant internal factors consumers uses to base their buying decisions. This hierarchy is arranged in a concise and peculiar manner. The consumer’s needs are arranged from the lowest to the highest level: physiological needs, safety needs, social and belonging needs, esteem needs, and self-actualization needs. It should be noted that individual consumers are expected to satisfy the lower-level needs before they can shift to a much higher-level forms of needs. In respect to physiological needs consumers embark on making consumer buying decisions which are primarily focused on meeting basic needs. Consumer basic needs are food, shelter and clothing which they should be accessed before one can move to higher-orders of needs. For instance, it should be noted that most of the products and services that are offered by hospitality and tourism companies fulfill these needs to the willing and able consumers. Safety consumer needs are interlinked to personal security and immediate protection from any form of physical harm. Within the hospitality and tourism sector, immense levels of security and safety are addressed by hiring of more security guards, provision of electronic doors, increased lighting within the facility and implementation of fire detection devices which are supposed to alert consumers of impeding fire danger. Consumers are deemed to desire for social and belonging needs after attaining most of the lower-level needs in order to attain social acceptance by their immediate friends and relatives. From the hospitality and tourism sector, potential consumers whose aspirations are to join private clubs access such facilities in order to enjoy sense of acceptance. This sector also makes sure that consumers feel a sense of belonging before they can chose to enter certain clubs. This is achieved by making special products in order to meet their certain needs altogether. Esteem needs are used to influence consumers’ buying decisions in the event that they enhance their immediate self-esteem (Kotler, 2004). With respect to hospitality and tourism sector, they avail higher levels of professional personal-service. For instance, airplanes provides special distinguishing features such as high-class lounges and waiting areas for consumer travelers who have already purchased membership plans with the Airplane service. Education of the consumer at hand is also an internal facet which influences their mode of buying behavior (Kotler, 2004). Notably, education is used to depict one’s knowledge and experiences towards certain products. For the case of technological world, potential consumers should use their immediate knowledge on the matter to choose between brands and models in digital cameras in order to satisfy their immediate needs. Self-construction amongst potential consumers is used to influence their approach on buying certain commodities. People’s self-concept is involved with determining the evaluation of their immediate levels of habits, skills and talents. For instance, in the case of a digital camera, a female potential consumer will base her purchase on the numerous colors available for sale. On the other hand, male potential consumers will embark on selecting sturdy digital cameras (Hey and McKenna, 1981). To sum up, it is safe to conclude that potential consumers in hospitality and tourism sector get influenced with different internal facets. These internal traits are considered to be distinct and unique to the products offered. While choosing Bata shoes product, the potential consumers are perceived as having analyzed their immediate levels of income and quality as well. References Amemiya, T. (1981), Qualitative Response Models: A Survey, Journal of Economic Literature, 19: 1483-1536 Assael, H, C. (2005), Consumer Behavior: A Strategic Approach, Biztantra, New Delhi Hey, J. D. and McKenna, C. J. (1981), Consumer Search with Uncertain Product Quality, Journal of Political Economy, 89: 54-66 Kotler, P (2003), Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know, John Wiley & Sons Inc., New Jersey Kotler, P and Armstrong, G. (2002), Principles of Marketing, Pearson Education Asia, Delhi Kotler, P (2004), “A Three-Part Plan for Upgrading Your Marketing Department for New Strategies”, Strategy and Leadership, Vol. 32, No. 5, pp. 4-9 Klemperer, P. 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