Essays on Factors Which Influence Consumer Buying Behavior Coursework

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The paper "Factors Which Influence Consumer Buying Behavior " is an outstanding example of marketing coursework. For any marketing function to be effective, the marketing manager should be able to understand the buying behavior of the customers. This is important because it helps to develop a marketing strategy which could improve the experience of the customers. In understanding the buying behavior of the customers, the marketing manager should be able to assess the factors which influence the behavior of the customers (Belch & Belch 2001). These factors can be internal or external but both influences the behavior of the customers.

The importance of understanding the buying behavior of the customers is that it helps the marketing manager to effectively strategize on how to improve the satisfaction of the customers. In this regard, therefore, this report will discuss the internal and external factors which influence the buying behavior of the customers regarding buying a jeep car. It also provides recommendations on how to improve the marketing function. Internal factors influencing the buyer’ s decision making The first factor which influences a buyer’ s decision making is the perception of the customers.

Perception is the way the product is being received by the customer when the marketing is done. It influences the customer’ s decision making in that if the perception of the customer is good, then the buyer will make a decision to buy the product, but if the perception of the customer is negative, then the buyer will not make a decision of buying the brand (Belch & Belch 2001). The customer will buy the Jeep car if he perceives it well and thinks that the shoe brand can satisfy his needs.

The perception of the brand can be influenced by a number of factors such as the marketing strategy and the attractiveness of the message being passed across. Another internal factor which affects the buyer’ s decision making is learning. This is the process of acquiring new knowledge which can change the long term memory of the customer. Through learning, a consumer can be influenced while making a buying decision (Blackwell & Engel 2006). In the first place, learning can be acquiring information about the culture of the buyer.

When the consumer understands his or her culture, he will be able to make a decision about whether to buy the product or not. In addition, learning through experience can determine the behavior of the consumer. If from the past experience the customer was satisfied with the product, he will make a decision to buy the product again since it satisfies his need. The most common types of learning include conditioning learning and cognitive learning (Blackwell & Engel 2006). When learning, the strength of learning is influenced by the value the consumer places on learning and the involvement of the consumer which could be high or low and finally the reinforcement placed to improve the learning process. In addition, motivation also influences the decision-making process of the consumer.

There are a number of motivational theories which influence the buyer’ s decision making. There is a Maslow hierarchy of needs which explains that human beings make decisions which are influenced by the satisfaction of the various needs like basic needs. There is also McGuire’ s Psychological motive theory which breaks down the satisfaction of the human needs into specific like cognitive motives and affective motives which influence the decisions of the consumer.

For instance, a consumer can be motivated to make a decision to buy a product which could satisfy his physiological needs after which the consumer can be motivated to make a decision to buy a product which can satisfy his safety needs (Kuester 2012). In this regard, therefore, a consumer could not make a decision to buy a product which can satisfy the needs of the next level before satisfying the basic needs thus Maslow theory of motivation influence the consumer decision-making process.

The same case applies to McGuire’ s Psychological motive theory where the decision of the consumer could be influenced by the various motives identified as growth motive. For instance, a consumer could not make a decision to buy a Jeep car before satisfying the basic needs like food shelter and clothing.

References

Belch, E & Belch, A 2001, Advertising and Promotion, 5th edn, McGraw Hill Irwin,

New York.

Blackwell, M & Engel, R 2006, Consumer Behaviour, 10th Ed., Thomson Learning.

Kuester, S 2012, MKT 301: Strategic Marketing & Marketing in Specific Industry

Contexts, University of Mannheim.

Khosla, S 2010, "Consumer psychology: The essence of Marketing", International Journal

of Educational Administration, Vol. 2, No. 2, pp. 220–220.

Kotler, P & Chernes, A 2012, Strategic Marketing Management, McGraw Hill.

Shimp, A 2003, Advertising and Promotion, 6th edn, Thompson, USA.

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