Essays on Consumer Decision-Making - External Factors Coursework

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The paper "Consumer Decision-Making - External Factors" is an outstanding example of management coursework.   Consumer behavior is integral in effectiveness engaged with consumers and marketers can capitalize on this component. Consumer behavior is influenced by both internal and external forces. The external forces influence consumer purchasing decisions because it is beyond the control of the consumers and decisions are influenced by external forces. Consumers usually face an array of external influences that include associated groups, household structure, subculture and individual’ s culture. Business owners and marketers refer to these components as external factors because the source is outside the individual control.

Competition is fierce, and product provision is numerous and consumers have to addresses these components to make informed decisions. For the success of a business, the business owners and marketers should understand the behavior consumers. The purpose of this paper is to analyze external factors in making decisions relative to an array of products and services. Group Behavior Consumers are social individuals who love being in groups (Hawkins & Mothersbaugh, 2009). Groups bring together more than one person who share beliefs, values or norms and usually interact with the purpose of accomplishing a mutual or individual goal (Darley, Blankson & Luethge, 2010).

Consumer behavior decisions occur in different types of a group setting (Lee et al. , 2011). A group norm dictates the behavior of the group members and breaking some of the rules may result in penalties (Pepper, Jackson & Uzzell, 2009). Three factors arise, which are attitude towards the group, the nature of the group and the nature of the product (Cova, Kozinets & Shankar, 2012). Attitudes towards a Group The status and pride of the group are some of the important factors that dictate the behavior of the individuals and forming the framework of customer decision-making (Steg & Vlek, 2009).

Attitudes and pride are aimed at fulfilling a requirement of a given class or social status. For example, consumers with higher status class would prefer high class branded clothes and any other individual within the group will tend to purchase clothes within this class setting (Pepper, Jackson & Uzzell, 2009). If any individual within the group decides to purchase clothes that are deemed cheaper, the attitudes of other people within the group are affected.

Therefore, the attitudes of the individuals within the group dictate and define what is appropriate for what is inappropriate (Solomon, Polegato & Zaichkowsky, 2009). Nature of the Group Norms, values, and status are some of the important components that ascribe to individual behavior within the group (Hawkins & Mothersbaugh, 2009). The beliefs of the individuals within a group define the power that brings together the different entities within the group (Darley, Blankson & Luethge, 2010). The individuals within the team are premised on the roles and responsibilities and how individuals are valued within the group (Daugherty, Eastin & Bright, 2008).

The beliefs in a group usually develop over time and define some aspects that the grouped upholds. Groups may be driven by values while others may be driven by social grouping (Pepper, Jackson & Uzzell, 2009). For example, the value of a product is usually subjective and dependents on the economic disposition of an individual (Solomon, Polegato & Zaichkowsky, 2009). A person in one group may decide to eat at luxury and expensive place because the person believes in the value of money while another person may choose a cheaper place because the individual cannot afford the bill.


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