The paper "External Effects of Consumer Decision Making Process: Mobile Banking Service" is an outstanding example of marketing coursework. There are numerous reasons behind consumers deciding whether to purchase a commodity or service or not. Most of the times, this decision is dependent on their personal feelings tastes and attitudes. In other cases, consumers are not placed in an affair position to determine the course of purchasing. This is evident in the manner in which external influences come in hand to offset their willingness and ability to purchase. It is argued that consumers might at times make decisions regardless of the need to maximize their welfares.
However, in most cases, they are perceived to be rational and independent subjects of consumerism behavior. It should be noted that there are both internal and external influences that affect the manner in which consumers conduct purchasing decisions. It is also fair to mention that each of the aforementioned influences depicts the possible level of risks involved. In its nature, consumer behavior refers to the process involved with distinctive coordination of either one’ s behavioral aspect in relation to the immediate environmental changes in the course of participating in exchange programs of their lives.
It should be understood that in the course of determining consumer behavior patterns certain aspects of psychology are utilized. They might include both cognitive and social psychology that aims to differentiate consumer behaviors into ones for which they possess control over from the ones they do not possess the controlling aspect. Therefore, the key goal of this paper is to try and establish the external fundamental factors that inhibit the manner through which consumers make decisions to either purchase mobile banking service or not to purchase at all. Body As earlier stated, the purpose of this paper is to try and connect some of the external influences that affect consumers’ behaviors while trying to make purchase decisions for mobile banking service. First, consumers are perceived to be affected immensely by the element of culture in the course of making decisions on whether or not to purchase mobile banking services (Weizsacker, 1984). Culture is defined to be aspects concerned with the perception of one’ s culture, beliefs and the manner in which human beings try to relate to and learn from other members within a given society (Weizsacker, 1984).
Thus, it is safe to postulate that consumers depict elements associated with shared mode of behaviors that have been passed from one possible consumer member of a given society to another. In regard, it is quite worthwhile to postulate that the aspect of culture provides a wider avenue upon which consumer behavioral patterns can be established and expounded in that matter (Weizsacker, 1984). Thus, there has been the need to distinguish the element into a sub-cultural phenomenon.
Accordingly, sub-cultural aspects help to define consumer behaviors that occur within a given smaller group of members. It should be noted that the aforementioned smaller groups are also interlinked with elements of values (Weizsacker, 1984). Values, in this mode, is perceived to be interlinked with such facets as ethnic background, religious beliefs, geographical location and special levels of consumer interests towards the service being provided: mobile banking service(Weizsacker, 1984).
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