The paper "Internal and External Influence on Consumers of General Anesthesia Products " is a good example of a marketing case study. Consumers tend to purchase a brand that is familiar irrespective of a safe or effective alternative. Culture of the people involves their set of beliefs and values which shape their perception of anaesthesia product. Perceptions are based on familiarity, motivations, previous experience and values. The consumer expected and perceived service quality differ among consumers. Anaesthesia products are mainly used in hospitals to induce sick patients to sleep prior to operations (Kotler, 2000).
The situation is specific to place and time of application. 2.0 Internal and External influence on consumers 2.1 External Influences Consumer behavior’ s external influence constantly revolves on name recognition and marketing. The external factors that influence consumer behavior are values, culture, income, demographics, social class, households, reference groups and marketing activities (Dibb & Simkin, 2013). For example, the ingredients in generic healthcare products are virtually indistinguishable from the ingredients in name-brand products. All over the counter pharmaceuticals must meet legal requirements but people tend to buy a product with familiar brand names.
For example, the religious belief among some religious sects not to consume pharmaceutical products influences their behavior towards medicinal products in general (Schiffman, 2010). Demographics including age, gender, income, residence, and psychographic factors influence how people express their needs and make purchase decisions. Ultimately, the medium used for marketing matters since Television, radio, social media and word of mouth has implications on the target group (Kotler, 2000). Social media appeals to the youth of years 18-30 years while Television is preferred by children below 10 years and parents of over 35 years.
Values affect judgments, behavior, actions and emotions. For example, consumer values in medicine are influenced by the terminal (internal) and instrumental (external) values. 2.2 Internal influences Internal influences influence consumer behavior. This category has consumer behavior revolving around self-image, attitudes, personality, lifestyle, need, desire and perception. It is based on holistic economic perception and not individual financial assets (Hawkins et al. 2006). Ethnic and regional differences also define internal influences. For example, in bad time people tend to save but will express a tendency to spend in good times. To a majority of individuals in a neighborhood or region known to purchase a certain brand of anaesthesia drugs will have the sales of the product remaining constant.
This does not arise from better, healthier or cheaper products but buying a similar product to that of his or her peers makes the individual feel part of the social or cultural fabric. The feeling of belonging emanate from issues ranging from the simplest actions to the security of a group (Weinstein, 2013). A favorable perception of a product such as Amphetamines in the US will make its sales improve compared to Oral drugs because of attitude and high regard of Amphetamines products. 3.0 Selection of a target market The target markets are pharmacies, individuals, government and private hospitals.
In the chemists or pharmacies, it intends to sell to government hospitals while hospitals are the ultimate users as they cannot sell directly to individual consumers (Walters, Glenn & Bergiel, 2009). 3.1 Situational Influences This includes factors such as time, antecedent, social and task. Anaesthesia products are recommended for patients requiring minor or major surgeries. It works in any group irrespective of age, gender and other affiliations (Schiffman, 2010).
The task is specifically medical and is not used for home or other uses except with directions from a qualified physician or a doctor.
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