Internal Factors Affecting Consumer Decision-Making: Shoe PurchasesShoes are considered to be necessities and thus, they are a basic requirement for all people irrespective of their fundamental income group. Notably, a firm engaged in the production of shoes deploys significant marketing objectives in its targets market niches. It is clear and concise to postulate that marketing objectives are evaluated and later implemented through four distinct marketing variables that include product, price, promotion and place. The key purpose of this paper is to provide an analysis on numerous theories and concepts conversant with consumer behavior in the course of purchasing of shoes. Consumer behavior is the immediate analysis of how persons conduct spending their already available resources on consumption-based products.
thus, this analysis is a study concerned with what these consumers buy, why they conduct the buying, when they finally buy it and how they intent to buy the product at hand(Schiffman and Kanuk, 1996). Consequently, consumers are perceived as having the ability to make buying decisions almost every-day. Thus, numerous consumer buying-behavior theories and concepts have been put forth to expound on the matter.
These theories and concepts are involved with the processes of consumer product-selection, purchasing, usage and disposal in order to satisfy their immediate needs and desires (Kotler, 2003). For instance, under the stimulus-response model, consumer behavior is evaluated on the basis of both marketing stimuli and other key forces like culture, economical background, technology aspect and political environment. According to Kotler and Armstrong (2001), most of consumer buying behaviors are affected by such facets as culture, social platform, personal and psychological attributes. Notably, marketers have no control over these factors but they can take them into account before they can make any meaningful decision.
Under the stimuli-response model exists both marketing and environmental stimulus which enters buyers’ capacity to think and act. Subsequently, people are categorized by the aspects of both power and prestige. This distinction has been divided further to include aspects of the hierarchy of lower, middle and upper classes (Assael, 2005). This means that Bata shoes, within any given society, will be purchased on the basis of class. This, in fact, is attributed to the level of income individuals’ accesses so that shoes are purchased in respect to the fundamental disposable income received. Another notable internal factor for which consumers embark on while selecting Bata shoes is perception and attitude (Amemiya, 1981).
It is stated that each and every day consumers are exposed to numerous levels of stimuli. Consequently, most of this stimulus is consciously accessed hence resulting to a thought process while others are completely synthesized and eliminated from one’s mind. Accordingly, perception is the process through different stimuli is able to distinguished, received and later interpreted for their immediate meanings.
It should be comprehended that perception becomes the facet upon which consumers selects Bata shoes because each of them perceives the products differently. Perceptions are also depicted in the different attitudes borne by the consumers. Thus, attitudes are informed decisions that make individual buyers act in either favorable or unfavorable manners (Amemiya, 1981).