The paper 'Internal Factors and Their Influence on a Consumer’ s Decision Making Process for Clothing Products" is an outstanding example of marketing coursework. Different buying situations will exhibit differences in the amount of risk and investment involved. This calls for varied decision behaviours by consumers. Research has it that buying decisions that involve lots of money and high risk are not only complex and difficult but also require that consumers adjust the decision making process circumspectly in order to arrive at the right decision (Sahaf, 2008). Consumer behaviour is the process of looking at individuals deciding what, when, where, how and from whom to buy goods and services.
It is the behaviour of individuals or groups in relation to acquiring, using and disposing of products, services, ideas or experiences (Wright, 2006). Understanding consumer behaviour is very important for organisations. This because strategies by organisations to stay relevant in the competitive market is guided by beliefs about consumer behaviour. The most common challenge in the marketing industry has to do with the understanding of why buyers do what they do or don’ t do.
Knowing why consumers do what they do or don’ t do is very important for marketers as it will enable organisations to meet the needs and expectations of the consumers (Bhasin, 2012). Consumers don’ t just buy products or services. The decision to purchase is searched and influenced by several factors (Lamb, Hair and McDaniel, 2009). Clothing is a necessity and people need to clothe. Nevertheless, the decision to buy specific clothes or clothes of different designs is dependent on several factors. Such factors are inherent in the consumer otherwise known as internal factors. This essay will look at the internal factors that influence and inform the decision by consumers to buy specific types of clothes.
The essay will expound on how these factors inform the decision to purchase. Needs and motivation and consumer behaviour Motivation is the compelling force innate individuals that propel them into action (Schiffman and Kanuk, 2007a). A need translates into a motive when it is sufficiently stimulated, thus, in other words, a motive is a need that is sufficiently compelling to drive people to act. There are needs that emanate from physiological states of tension such as thirst, hunger etc.
These needs are grouped as biogenic needs. There are those needs which originate or come out as a result of psychological states of tension, such needs for wanting to be appreciated and recognised and these are termed as psychogenic needs (Chand, 2015). Maslow’ s hierarchy of needs arranges the needs of an individual from the basic ones to the highest level of needs; physiological needs that are food, water, shelter, air; safety and security needs, social needs, ego needs and self-actualisation needs (Schiffman and Kanuk, 2007a).
In an attempt to fulfil a certain category of needs consumer behaviour is shaped and takes that direction. In a situation where there are unfulfilled needs, wants and desires it results in tension and this kind of tension generates the drive. It this drive that builds to a level that compels the consumer to change behaviour and then set his or her eyes on the goal of fulfilling unmet needs and desires and hence end up buying that commodity or service that best satisfies the unmet desires.
The purchasing of that commodity or service results in a reduction of the tension (Schiffman and Kanuk, 2007a). A motive becomes a buying motive when the consumer seeks satisfaction through the buying of something. Hence motivation is the drive that generates goal-oriented behaviour as it acts as a compelling force driving one to satisfy his or her needs, thus it becomes one of the internal factors shaping consumer decisions to purchase (Chand, 2015).
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