The paper "External Factors in Consumer Behavior" is a good example of marketing coursework. External factors influence customer decision making in consumer behavior. Throughout all the range of services and products, family, reference groups, culture, opinion leaders and social class (Czinkota & Kotabe, 2001). The choice and purchase of shoes is a purchase process that is influenced by external and internal factors. Shoes have been worn by both women and men since time immemorial. Shoes are worn depending on age, gender, activity, weather and fashion. Major innovations and creative construction have been in high heeled and leaning shoes.
Consumers buying shoes are influenced by the brands available in the market. Some of the common brands are Nike, Halle Berry, Cate Blanchet and Tommy Hilfiger. The need to obtain information and follow events around the world influence many prospective consumers. Culture and social class are among some of the external factors that contribute to the choice of specific shoe brands (Churchill & Iacobucci, 2005). External factors not personal, hence, external to the individual. These factors are associated with the groups that individuals interact and belong.
Consumer behavior identifies needs, searches information, makes a choice from alternatives and real purchasing is done. External factors in consumer behavior The family influences purchase behavior being one of the crucial interests to most existing and potential consumers. Parents are pre-disposed in buying the shoes to their children drive their interest. The item is bought as a result of parents desiring to offer their children an opportunity to enjoy during parties, wear during school days and have fun while with friends. The adult members of the family are mainly the nuclear family comprising of two parents and one or two children or a single parent and one or two children (Hutt & Speh, 2004).
The common level of consumption is household products such as shoe polish, toothpaste, and brand of soap, toiletries, body and hand lotions as well as food ingredients. Family members especially children influence purchase interests while parents determine the brand and size of the shoes to be bought. Children also desire leather and sandals to make them comfortable while within home premises. Marketing to children has been of great concern, especially to ads companies.
Shoe advertising has been heightened through films and channels showing children programs. The nature of activity and weather determine the type of shoes to be worn (Jobber & Fahy, 2003). It is also not proper to have companies manipulating or nagging parents buy shoe products advertised through the television. Family lifecycle influences the purchase and consumption of shoes, depending on household types and expenditure patterns. Challenges to purchasing are affected by situations such as financial problems or severe illness where most of the family funds and efforts are channeled.
One passes through the stages as a function of a family life cycle, and transition from childhood to retirement years. The emotional and intellectual stages are reinforced by the uptake of new skills such as listening and adaptive skills (Kotler & Armstrong, 2004). These skills are essential as every family goes through the changes. Some may not pass through them smoothly but will learn later if missed in one stage.
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