The paper "Consumer Decision Making Process-Internal Factors" is a great example of an essay on marketing. Consumer behavior is a timeless fundamental concept of marketing. It is a cognitive process and very difficult to grasp or predict. Regardless of this fact, marketers must attempt to understand consumer behavior in order to influence a consumer’ s purchasing pattern to their advantage. The attempt to understand consumer behavior is the primary motivation of a consumer decision-making model. A consumer decision-making process can be viewed as a study of the criteria in which people use to select products or services and the factors that dictate their choice of purchase given a range of alternative products, services, and organizations.
A consumer decision-making process comprises five phases. They include stimulus, need for recognition, information search, and evaluation of alternatives, purchase and post-purchase behavior (Bhasin, 2010 & Baker, 2002). It is still important to note that the decision-making process is still determined by other factors mainly the external factors, which include family, friends, culture, demographics and social class influences (Rurtenberg, 2008). Every phase is determined by various factors and marketing strategies that stem from these factors.
The main objective of this paper is to illustrate the various internal factors that affect the consumer decision-making process. A practical illustration is adopted by narrowing our choice of internal factors on the decision making process to particular products. These products are cosmetics, handsets, and cars. These are products whose applicability has evolved over time and their importance has shifted a notch higher in today’ s world. Consumer involvement The concept of consumer involvement is also important in analyzing the consumer decision-making process. Consumer involvement can be defined as the level of interest, importance and the state of awareness by the consumer before making a purchase.
Products and services can then be viewed as either high involvement or low involvement. High involvement products are expensive, durable and purchased less frequently. Before making this purchase, a consumer will research the products and the various brands because of the irrevocable nature of the product once the purchase is made. The perceived risk is reduced through free trials, product warranties and endorsement by influential people. On the other hand, low involvement products are relatively cheap and are purchased frequently.
They are associated with minimal risk (Schiffman, 2010). Consumer behavior theories and concepts Theories that explain consumer behavior provide an important framework for explaining the various internal factors that influence consumer behavior. Maslow’ s hierarchy of needs theory postulates that there are five categories of unfulfilled needs, which include, from the top to bottom, self-actualization, esteem, social, safety and psychological needs.