The paper "The Influence of Different Internal Factors on a Consumer’ s Decision-Making Process when Buying Smartphones" is a great example of a marketing case study. In this essay, the influence of different internal factors on the decision-making process of consumers is examined. This is done with reference to how consumers make decisions when buying smartphones. For the purpose of explaining this relationship, the essay is essentially divided into three different sections. In the first section, a brief outline of the decision-making process that consumers undergo before making purchases is provided. From the outline, it is observed that consumers go through the steps of need identification, searching for information, evaluation of alternatives, the actual purchasing and lastly, post-purchase analysis.
In the second section, the focus is on the marketing strategy that is generally used for smartphones. It is observed that since the purchase of smartphones is a process that requires a high level of physical and emotional involvement by consumers, a unique marketing strategy is employed in their marketing. This takes into consideration segmentation, targeting and positioning. In the third section, the impact of several internal factors in influencing consumers’ decision-making process is presented.
From the discussion, it is observed that factors such as motivation, personality and self -concept, perception and consumer imagery, learning and attitudes have a direct impact on the way consumers make decisions when making purchases. When applied to smartphones, it is observed that consumers are affected by these factors during different steps that make up the process of purchasing smartphones. As such, marketers seek to exploit these influences as a way of helping consumers successfully go through the decision-making process when buying smartphones. Introduction The process by which consumers make decisions about purchasing new products takes place in several different steps.
This process is influenced by different factors which arise from both the external and internal environments. In this essay, the influence that internal factors have on the decision-making process of consumers is discussed. This is based on the behaviour that consumers exhibit when buying smartphones. Smartphones have several characteristics that differentiate them from traditional mobile phones. To begin with, the devices combine the basic features of mobile phones with mobile computing applications.
Such features enable users of smartphones to access high-speed Internet connectivity and other services that enhance their overall experience. Additionally, by having advanced features such as high-resolution touch screens, browsers and other applications, smartphones are used for different purposes other than voice and text as is the case with traditional mobile phones. The most important difference between smartphones and traditional mobile phones is that smartphones provide users with access to a wide range of third party applications. By using particular operating systems, users of smartphones can easily download and install a wide range of applications on their phones.
This widens the range and extent of usage of smartphones in comparison to a conventional mobile phone. Throughout the essay, it is argued that consumers, when buying smartphones, are influenced by internal factors in different ways and at different stages of the purchasing process. The consumer decision-making process Essentially, consumers follow a basic five-step process when buying new and expensive products and services. This process takes place in the following steps: need recognition, information search, evaluating alternatives, making the purchase and lastly, exhibiting post-purchase behaviour (Dahlen, Lange & Smith, 2010, p.
71). It is important to note that not all consumers follow all the steps in the sequence provided when purchasing new products and services. Although this is the case, the five steps that make up the process provide an essential framework that guides the decision-making process which consumers undergo when buying new products and services. This is outlined next.
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