Essays on Influence of Different Internal Factors on Consumer Decision Making Process Coursework

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The paper "Influence of Different Internal Factors on Consumer Decision Making Process" is an outstanding example of marketing coursework.   Hutchinson, (2005) views consumer behavior as factors explaining why, how and where consumers as well as the process they use in selecting, securing, using and disposing products, experiences, ideas or services to satisfy needs and the effect this has on them and the society. In addition, various factors are cited as influencing consumer buying behavior. The factors could be classified as internal or external. This paper explains the internal factors that influence consumer purchase decisions.

In so doing, the paper analysis the process followed by the consumer in deciding to buy a specific mobile phone model and not the other. The analysis will involve various mobile phones ranging from feature phones to smartphones. Overview of consumer’ s buying decision-making process Consumers pass through five stages in making a buying decision which includes problem recognition. This is the start of the process where the consumer recognizes a need/s. needs may be internally or externally triggered. A need to have a phone may be triggered by external stimuli, for instance, a temptation by an advertisement or need to communicate thus triggering thoughts about purchasing.

The customer will then embark on information search regarding the phone. Information search has two levels of involvement with the first level referred to as heightened attention involving the consumer being receptive to information. In the next level, the consumer becomes more active in searching for information regarding the phone. During the active search stage, the consumer gathers information from various sources including personal sources, the public, the media or experiential which may involve handling the phone.

Based on information search results, the customer then evaluates the various alternatives found. In this regard, the customer will first try to satisfy the recognized need say communication. The consumer then looks for problem-solving benefits of the phone. The consumer then evaluates each product as a bundle of attributes with different abilities to deliver the benefits to satisfy his/her needs (Monroe, 2007). Based on the evaluation, the customer then chooses the best way of solving the recognized need and purchases the chosen phone/alternative. The purchase decision may, however, be influenced by external factors such as friends and family or other situational factors.

Normally, the customer will have a positive image towards a certain phone brand and there is a great probability of purchasing from the brand. After purchasing, the consumer evaluates the phone from the experience of using it and if its performance is below his expectations, the customer starts the process of searching for more information in a bid to reduce dissatisfaction, on the other hand, the probability for a repurchase decision is high for a consumer whose chosen phone performs according to expectations or even exceeds expectations. Selection of the product category/ phone brand Mobile phones especially smartphones are high involvement products as they carry a high risk to the consumer if they fail; they are complex in addition to having high price tags.

Though they are not purchased on a daily basis, they are relevant and important to the customer and hence call for a lot of time in comparing their different aspects, prices and warranties before arriving at a purchase decision. They are also associated with high levels of post-purchase dissonance when buyers find it difficult choosing between alternatives.

As such, companies should provide ample information about their products including why their brands are superior so as to avoid post-purchase dissonance. In addition, the mobile phone market has a lot of product and is so wide hence the need to segment it into different segments based on various market characteristics as well as consumer characteristics. This way, post-purchase dissonance is reduced and the time is taken to make a purchase decision also significantly reduces. Although there are many segmentation bases in which the market can be segmented, the most applicable basis for segmenting the mobile phone market include physiographic segmenting and behavioral segmentation (Fredrick, 2010).

Psychographic segmentation involves segmenting the market based on consumers’ lifestyles, personalities or values. On the other hand, behavioral segmentation would involve segmenting the market based on the behaviors exhibited by consumers in the marketplace. Based on these segmentation bases, four market segments for the phone industry have been identified. They include;

References

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Hutchinson, W2005, Dimensions of consumer expertise, Journal of consumer research, vol.52, no. 4, pp.411.

Monroe, S2007, The study of consumer behaviors of Smartphone-based on business people, Rutledge, London.

Fredrick, N2010, The interplay of design and marketing: A general model, Irish journal of management, pp.1-17

Kotler, P2009, Marketing management, Upper Saddle River, NJ. Pearson, Prentice Hall.

Margaret, B2007, Design and marketing connections: Creating added value, Journal of marketing management, vol. 23, no. 9-10, pp. 929-53.

Lawrence, M2012, Consumer behavior, Oxford, Oxford University Press.

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http://arunkottolli.blogspot.com/2005/10/selecting-specific-brand-position.html

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