The paper "Internal Factors of Consumer Decision-Making Process" is a great example of a marketing essay. This review explores the increasingly valuable field to firms seeking to not only attract new customers but retain existing consumers through consumer-informed marketing policies. The paper will revolve around the internal factors that influence consumers in the tourism industry to purchase air tickets online. It is imperative that the internet has greatly changed the tourism industry globally by unveiling distribution channels that offer customers more room to quench personal decision-making traits. Although airlines are increasingly reporting a surge in the tendency by consumers to buy tickets online, there is an urgent need to unravel the potential factors that play ion consumer decision making in order to instill sustainability in the marketing policy and strategic planning. Generally, when travelers are thinking about contracting an air travel service or purchasing e-tickets, there are several factors that cultivate their ultimate decision.
Conventionally, the factors can be categorized into external and internal. The external factors may include advertisements, references from friends and family members, or coupons (Hoyer & Maclnnis, 2008).
However, the internal factors are very personal and are often difficult to influence through commercials and usually rely on individual feelings and decision making cues regarding their anticipated product or service. In this context, e-ticketing is a favored choice for consumers that try to make the decision-making process simple and short. The choice of e-ticket in this context stems from the ubiquitous trend that the online platform eliminates the barriers to the availability of competitive ticketing information, increases transactional transparency, and the e-consumers have more power in the market place. Despite the registered growth in the e-ticketing across the world, many stakeholders in the tourism industry appear not to have conceptualized underlying individual factors that encourage or dissuade consumers to make online reservations or purchases. Relevant Theories and Concepts It is important that as this review delves into the perceived factors that underline consumer behavior that the foundational theories and concepts be given due credence.
The theories and concomitant conceptual frameworks aid in understanding conventional attributes such as the nature and characteristics of buyer-seller attitudes, and the role of experience in the establishment of consumption-related attitudes.
The theoretical background is pivotal in explaining the inherent link between consumer attitudes and resulting behaviors and habits. The rationality that underlies the critical consideration of attitudes in the principles of consumer behavior is that it can be learned, has a consistency, and attitudinal tendencies are often situational (Chon, Pizam & Mansfeld, 2012).