Essays on Internal Factors that Influence Consumer Decision Making Process Essay

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The paper "Internal Factors that Influence Consumer Decision Making Process" is a worthy example of an essay on marketing. Consumer behavior is one of the critical subjects in economics. The consumer or end-user forms the basis for production. The firm’ s stability and profitability are determined by how to target consumers to react to the products or services. It is therefore important to understand every aspect of consumer behavior in order to know how to approach the issue of marketing. Note that marketing efforts should have the target consumer in mind. In respect of this, the marketer can be successful if he understands the market and particularly the consumer effectively. To understand consumer behavior, one needs to analyze factors that influence his decision-making process.

There are internal and external factors which influence the consumer in different degree. Internal factors have a higher degree of influence and are more likely to determine consumer choice when purchasing a product from the market. Marketers therefore should seek to know these factors and analyze the degree of influence in each. Such analysis helps the producers to consider these factors when designing the product and when promoting the same to the target market.

This essay seeks to identify some of these internal factors and how each influences the buyer into making a final decision. Introduction Consumer decision making is an integral process that determines the choice of product and the quantity to purchase. It involves several stages that ensure the consumer makes a conscious and accurate purchasing decision (East, Wright, & Vanhuele, 2013). The consumer decision-making process begins by the identification of particular need. Every individual can only think of purchasing a certain product when he or she has a need to satisfy.

After recognizing that there is a need to satisfy by buying a specific product, the consumer usually looks for information concerning that product (Rodrí guez, & Gretzel, 2012). He or she involves friends at this stage or decides to use the internet to ensure he obtains the right information. Consumer usually gets different opinions from the sources hence the need for a proper and careful evaluation. Different aspects are identified before making the final choice (Gardiner, 2012). When he or she makes a choice, the consumer proceeds to buy the product.

Reference

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Carrington, M. J., Neville, B. A., & Whitwell, G. J. (2010). Why ethical consumers don’t walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. Journal of Business Ethics, 97(1), 139-158.

Darley, W. K., Blankson, C., &Luethge, D. J. (2010). Toward an integrated framework for online consumer behavior and decision making process: A review. Psychology & marketing, 27(2), 94-116.

East, R., Wright, M., &Vanhuele, M. (2013).Consumer behaviour: applications in marketing. Sage.

Gardiner, S. (2012). Generational Consumer Decision-making: A Study of Domestic Travel in Australia (Doctoral dissertation, Griffith University).

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