Internal factors impact on consumer decision making processIntroductionThere are a number of factors that affect the consumer buying behavior. When it comes to purchase decision making, there are many factors that an individual looks at when he is making a purchasing decision. Need recognition triggers the purchasing making process. An individual has to identify that there is a need or a want that has to be fulfilled. The purchasing decision then sets the stage for search of information about the item or the service to be purchased. Need recognition can be as simple as feeling hungry or complicated as realizing that one needs a new car.
Hoyer and MacInnis (2008) submit that Functional needs have to be attended to immediately while psychological needs time and planning before they are satisfied. Need for an iPhone is functional since it is not a necessity in life. Eating a banana when one is hungry, is satisfying a functional need which are more urgent and do not require extensive information search. Information search is done both internally and externally. Consumer behavior are the behavior which consumers demonstrate searching for, buying, using, disposing and evaluating products and services that they expectations of satisfying their needs (Noel, 2009).
Consumer behavior has to be considered by marketers in their sales promotional activities such as advertising. Enough research has to be done in order to establish what is behind the purchasing decisions made by consumers. Both external and internal factors influence consumer decision making process. External factors come from the external realm like family and social fraternity that include friends have an impact on consumer decision making. However, the external factors do not precede the internal factors which are first considered before the customer or consumer consults his friends or family for advice.
Internal factors have a big role to play when an individual seeks to buy certain services or goods. Internal factors are very important on consumer decision-making process when it comes to service and product purchase. Lamb, Hair and McDaniel (2011) observe that internal factors are not easily influenced when it comes to marketing. Marketing strategists have to look for a strong way of influencing purchasing decisions of consumers.
Internal factors play an important and basic role when it comes to consumer purchasing decisions. Some of these internal factors that can be considered when making a purchasing decision include perception, education, self-construction, and motivation. Motivation is normally a driving force that impacts on the humans to attain their goal. Motivation in learning photography and capturing the moments can be an internal influence for a purchase decision. The willingness of a person to learn professional photography will make him pick a different camera model as compared to someone who just wants the camera for leisure purposes.
The motivation to acquire a certain item will be the driving force behind the purchase decision. Someone will acquire a camera according to the needs he have or the purpose or goal of using that camera. The existence of certain needs result into a motivation to fulfill these needs. One will go to buy a camera when there is need to use this camera and that will be the motivation behind his purchasing decision. It may be that one loves sightseeing and has realized that he needs a camera to capture the important moments.
A professional photographer will need a specific model to capture and express what he has learnt in photography as well as contribute positively to the realm of photography. Another source of motivation is the perceived value for money by the consumer. This aspect has an impact on the purchase decision as well as the element of risk accompanied with it. A buyer will avoid a situation where he is remorseful about a purchase decision that he made.