The paper "Internal Factors of Consumer Decision-Making " is an outstanding example of business coursework. Consumer behavior refers to all activities that involve searching, purchasing, using, evaluating and disposing of the products and or services that consumers expect will satisfy their needs. Whereas for many consumers, the external factors are determined directly by the provider of the service of the sales body, internal factors tend to be a factor much hidden from them. Internal factors tend to be very influential in that they tend to affect the perception of the consumer on a certain good or product, thereby, providing a clear platform that is way above the external factors when it comes to decision-making on which good or service to consume.
This paper seeks to expound on the internal factors and how they affect consumer behavior. In this respect, the paper would be guided by the need for theoretical undertaking ion the dynamics of consumer behavior. Internal Factors Cоnsumеr Dесisiоn-mаking There are three major areas that may influence the decision on a consumer in purchasing or taking up a certain product or subscribing to a certain service.
The three include; situational Influences, Psychological Influences and Social Influences (Geri, 2005, p. 215-216). Cоnsumеr Dесisiоn-mаking behavior is determined by the individual’ s perceptions, beliefs, and history, as well as that of groups the individual is a member of. In this respect, the situation surrounding the consumer at the time of purchase or consumption, together with the attitude they have developed over time would determine the consumption decision-making behaviors (Russell, Linda & Soren, 2012, p. 386). In analyzing the internal factors that affect consumer decision-making, there are a number of theoretical frameworks that can be used.
Various theories that could be used in determining or explaining internal factors to consumer behavior may include Consumer needs and motivation, Personality and self-concept, Consumer Perception, Learning and Consumer Involvement and The Nature of Consumer Attitudes. The level of intensity of interest in the product or service/Consumer needs and motivation The level of intensity of interest in the product or service that the consumer has would determine whether the consumer will frequently purchase the product or not. In analyzing the level intensity of interest on product or service, one cannot ignore the aspect of consumer needs and motivation.
The consumer is more likely to go for a product that satisfies his basic needed before that which satisfies his or her secondary need. This will affect the level of intensity or interest in a product. For instance, a person that has strong interests in health products would most likely have the affinity for the sad product. In setting where they get to the market place and get targeted to a certain health product. There is a high likelihood that such a consumer would take the product without much ado.
The case would be contrary to a product that is not of much interest to the probable consumer. In this case, the consumer would have fewer levels of affinity to the product (Puccinelli, Goodstein, Grewal & Raghubir, 2009, pp. 15-30). Consequently, the decision to purchase such a product would be more of external in terms of maybe packaging, branding or pricing, as opposed to how interesting the product could be to them.
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