Essays on Effects of Internal Factors on Consumer Decision-Making Process Coursework

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The paper "Effects of Internal Factors on Consumer Decision-Making Process" is a perfect example of management coursework.   Consumers are always involved in making purchase decisions. Sometimes they are required to make very easy decisions when involving in purchases, while sometimes they are forced to engage in a great deal of thinking before they purchase certain products or services (Chambers, 2012). Consumer purchase decisions involve identifying which products and services they need to buy and which ones they need to ignore (Diecidue, Rudi, & Wejie, 2012). Thus consumer behaviour involves the overall behaviour displayed by consumers from the time they search for the product or services to purchase until they dispose of these products or services.

The purpose of this paper is to examine the consumer decision-making process and how different internal factors influence consumers’ decision to make a purchase. The product that will be used to accomplish this assignment is Pepsi Cola. This is a soft drink product which is categorised under soft drink Industry in Australia. Thus, the analysis will include how internal factors influence consumers to purchase this product. Consumer decision-making process First, it is important to start by reflecting on the process of consumer decision-making which involves five main steps including recognition, search for information, evaluation of alternatives, purchase and post-purchase.

This process occurs systematically (Armstrong & Cunningham, 2002). The first step is recognizing where a consumer perceives a problem through the loss of a consumer’ s actual state. For instance, a consumer may feel like refreshing him or her self which may be categorised as a need. After recognizing a particular need, the consumer begins a search for information that can help meet the need.

The consumer seeks to gain knowledge about possible solutions options to the problem and particular attributes to these options. Before making a purchase, consumers evaluate the problem-solving options for their suitability to be able to solve the existing problem (Adapa, 2014). At this level, attitude and evaluative criteria are formed. Upon getting the right alternative amongst the many alternatives, consumers may decide to purchase or ignore a product or service. The consumer may then decide to re-purchase or ignore depending on their experience with the product or service.

This is referred to as post-purchase behaviour. Marketing strategy Pepsi is a product that falls under low involvement. This is because there is no significant amount of decision making concerned when buying a soft drink compared to for instance when buying a new mobile phone (Richarme, 2001). Consumers often purchase this product due to the affordable price and the perceived quality they derive from it. This product serves a large segment of the market geographically as its consumers come from all regions in Australia, both in urban and rural areas.

Demographically, the product meets the needs of both male and female with different ages. It is also used by many families as refreshment. The product is affordable to both low and high-income earners in the market.

References

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