The paper “ Impact of External Factors on Consumer Decision-Making Process” is a dramatic example of the case study on marketing. The decision for consumers to purchase a product or service is an ongoing process. Purchase decisions take different levels of thinking depending on the type of product or service. Also, consumer behavior is a significant concept in business today as the decision to buy by consumers depends on the overall behaviors they display. It is also a basis for the consumer decision-making process. This essay discusses the impact of different internal factors on the consumer decision-making process when purchasing a Pepsi Cola product.
The external factors include reference groups, the family, social class, culture, and sub-cultural aspects, opinion leaders, and public policy. The essay also explained the concept of consumer decision-making process with respect to economic, passive, cognitive, and emotional models. The attitudes and actions of consumers towards the Pepsi Cola product are influenced by these factors in different magnitudes. The essay concludes by stating that external factors are significant in the consumer decision-making process and can also be used by the company to develop appropriate marketing strategies. Introduction Consumer decision-making process is a daily experience for consumers as they try to satisfy their needs and wants.
The decisions made by consumers are sometimes easily arrived at, while in some situations they are required to involve in great deal of thinking before they eventually decide to purchase products or services that can meet their needs and wants (Chambers, 2012). Normally, consumers engage in the decision-making process to help them identify what they should purchase and what they should not purchase. 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 off these products or services (Diecidue, Rudi, & Wejie, 2012).
Consumer’ s decision-making process is influenced by external factors, such as social class, the family, cultural and sub-cultural aspects, reference groups and public policy among others. The aim of this essay is to discuss the impact of external factors on consumer decision-making process. In discussing the impact of these factors on the decision-making process, Pepsi Cola product will be used to achieve this goal.
Pepsi Cola is a product for Pepsi Cola Company and is categorised under soft drink Industry in Australia. The competitors for the product include but not limited to Coca Cola, Mt Dew and Diet Mt Dew. Pepsi Cola is used be consumers as refreshment. The discussion will identify how different external factors influence consumers’ decision to purchase the product. Consumer decision-making process Before making a purchase, consumers go through the decision-making process which includes recognition, information search, evaluating alternatives, purchase, and post-purchase (Lynch & Zauberman, 2007). This process applies in all situations irrespective of whether the decision to buy is influenced by internal or external factors.
The first step is recognition where a consumer perceives a problem through loss of consumer’ s actual state (Adapa, 2014). This is followed by search for information that can help lead to meeting the identified need. In this case, the consumer seeks to gain knowledge about possible solutions options to the problem and particular attributes to these options (Adapa, 2014). After getting the right alternative amongst the different alternatives, consumers may decide to purchase or ignore a product or service.
Consumer may them decide to re-purchase or ignore depending on their experience with the product or service (Lynch & Zauberman, 2007). This is referred to as post-purchase behavior. Therefore, the external factors that will be used to discuss how they influence the consumer decision-making process include reference groups, the family, social class, culture and sub-cultural aspects, opinion leaders and public policy including views of consumer decision-making. These factors are used because they are applicable to the product under discussion. Impact of external factors on consumer’ s decision-making process
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