The paper "Consumer Behavior Audit" is an outstanding example of a marketing essay. Marketing is a management process by which a business communicates the value of its product to the customers. The main goal of marketing is to increase the competitive advantage of the business by increasing its sales and consequently increasing the profits (Churchill & Iacobucci, 2010). Marketing entails a comprehensive understanding of what the customers need and tailoring the product to meet and exceed the needs. For the process of marketing to be successful, there should be a marketing strategy that should guide them in meeting the set objectives.
A marketing strategy is a comprehensive plan that shows the marketing goals of a business and how they can be realized. A good marketing strategy is drawn based on market research to understand the external and internal factors that influence buyer behavior so that the right marketing mix can be determined and profitability and sustainability are achieved (Cravens & Piercy, 2006). External and internal influences The product that is going to be marketed is a smartphone. According to (Jobber & Ellis-Chadwick, 2012), there are various external and internal factors that influence a consumer to buy a smartphone.
There are various external and internal factors that influence a consumer to buy a smartphone. The main external factors include culture, values, demographics, income, social class, reference groups, households and marketing activities. Marketing professionals refer to these factors as external because they come from outside an individual rather than from within. These factors work together to greatly influence the decision-making process of a consumer as to whether or not to buy a product. The broadest environmental factor that would influence a consumer to purchase a smartphone is culture.
Culture includes the beliefs, values, and morals acquired by an individual from a particular society as a member of that society. A consumer's purchase decision for the product is determined by whether the benefits and features of the smartphone gratify the values of the society (Solomon, 2014).
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