The paper "The Influence of Identified Internal Factors on a Consumer’ s Decision-Making Process" is an outstanding example of coursework on marketing. The consumer decision-making process has been described by many scholars and analysts as a complex undertaking. Wright (2006) for example notes that the decision-making process is influenced by both internal and external influences. Theoretically, it is indicated that consumer decision making starts with need recognition, which is followed by information search, evaluation of alternative, action, purchase, and post-purchase evaluation. Wright (2006) identified internal influencers that can affect consumers’ decisions as to the consumer’ s personality, attitudes, beliefs, experiences, and memory.
Myers (1962) identifies a consumer’ s cognitive style as the major influence of decisions that he/she makes regarding purchases. Generally, however, analysts use three models of analyzing internal factors that influence consumer decision making. The models include economic models (largely quantitative, assumes consumers are rational beings and that they possess near-perfect knowledge); psychological models (relies on cognitive and psychological processes such as consumer behavior models, need reduction and motivation); and practical models (blends both psychological and economic models). In this paper, I will use the psychological model because the economic model has been criticized as being unrealistic especially in its consideration of it assumes that consumers are rational economic actors (Dubey, 2007).
By extension, and considering that the practical models include a blend of an economic and psychological model, it can also be assumed that it (the practical models) also has an element of unrealistic expectations on the consumer hence my decision not to use it. In this paper, Dettol Soap, a product of Reckitt Benckiser will be used for illustration purposes. Psychological influences, which are identified as perception, learning, motivation, and beliefs & attitudes will be the main theory used in this analysis.
The selection of the psychological influences theory is informed by this writer’ s conviction that although external influencers (e. g. marketing messages, advocacy by friends, colleagues or family members) have a role to play in shaping consumer decisions, it is the internal psychological factors that determine the consumer decision in both immediate and repeat purchase decisions. Dettol Soap is a product manufactured Reckitt Benckiser Plc. and its subsidiaries in different global markets.
Studies regarding the penetration of Dettol soap in India were performed by the Reckitt Benckiser subsidiary in India and started by noting that the soap was based on consumer feedback regarding the Dettol Antiseptic Liquid. According to the report, many consumers used not only to clean wounds and glazes but also in bathwater as a way of ensuring germ-free baths (Kalia, 2009).