The paper "Internal Factors and Their Influence on a Consumer’ s Decision Making Process for Sony Smartphones" is an outstanding example of a marketing case study. The decision to buy a product by consumers is reached after a rigorous analysis of factors originating from outside the individual, external factors, and those factors intrinsic to the individual otherwise known as internal factors. Due to globalization and economic crunches competition grows fiercer and reality dawns on companies that the consumer is an important individual as far as the success of the company are concerned. In order to stay afloat in the business arena companies need to perceive consumer behaviours, understand them and segment the markets appropriately and position products in the right manner (Yakup and Jablonsk, 2012).
Consumer behaviour is the process by which consumers gather information about products and services, analyse such information, form opinions and attitudes about such products and services and eventually settle on the appropriate ones for their consumption (Burrow, 2009). The internal factors that consumers look at or actually contribute to their behaviours as far as consumption of goods and services are concerned include needs and motivation, perception, learning, lifestyles of consumers, attitudes, personality, age and cycles of life of the consumer, occupation, income and savings (Maadan, 2009; Burrow, 2009; Sahaf, 2008). Sony is one of the recognised brand names globally today.
It has its headquarters in Tokyo, Japan and deals in such products as Bravia LCD TVs, home theatre systems, cyber-shot digital cameras, Handycam video camera, VAIO computing devices, PlayStations, Sony Ericson collection of mobile phones (Okumar, 2009). This essay will discuss the internal factors that affect the decision of consumers to buy Sony products specifically the smartphones.
It will also expound on how these effects affect the strategy of Sony in market segmentation, targeting and positioning of products. Perception and how it influences consumer behaviour Perception is the process through which an individual chooses, arranges and interprets information and makes something meaningful out of it. This aspect of perceiving is very important for consumers as it plays a vital function in purchasing decisions because it affords the consumer the chance of selecting and arranging stimuli originating from the environment that creates in the consumer meaningful outcomes and these outcomes enables him or her to make a decision (Sahaf, 2008).
Perception goes through a series of activities; first, if there is a stimulus in the environment that is an object, the consumer begins to gather information about the object. This is commonly referred to as information input and is simply the reactions of sense organs to the stimulus. For instance, when an individual watches the advertisement of a product on television or touches an object in stores he or she starts to experience aspects of the object.
The second step involves perceptual selection where the individual gets a lot of information about the product and memory capabilities of the individual cannot process all of them thus it becomes necessary for the individual to filter out the most important and relevant information. This is followed by the perceptual organization where the individual, in this case, being the consumer where there is the bringing together all the environmental inputs to form a pattern. From here the individual attempts to create meaning out of the recognizable patterns formed.
The interpretation formed from those patterns is dependent on the individual’ s morals, motives, values, past experience, the social and physical context of the object (Sahaf, 2008). A group of perceptions work together in getting the consumer to formulate purchase intentions and eventually decide to buy. One of such is a quality perception which refers to the expressed superiority or excellence of the product. Consumers evaluate the quality of products and services using both the extrinsic and intrinsic attributes of the product or service such as the feature of the product, price, brand recognition, reputation and superiority (Samli 2013).
There is also the aspect of value perception that is, are the features of the product meet the requirements of the consumer. There is a group of risk perceptions, that’ s the likelihood of experiencing bad consequences or the likelihood of the product becoming obsolete in the near future (Samli, 2013).
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