The paper "External Consumer Purchasing Decision - Coffee and Tea" is a perfect example of a marketing case study. In this era of high competition, the involvement of consumers in marketing is very essential. The preference and taste f customers change with varying factors such as demographics, culture, lifestyle and attitudes (Cerezo & Ato, 2013). The changes in lifestyle and demographic factors have the potential to open business opportunities for active marketers and a threat to marketers who are not able to take advantage of these changes. The choice of a product or a service by a customer depends on the nature and cost of a product and therefore marketers have the responsibility to increase customer preference and taste by the way they pack, make and present their products to customers (Degeratu & Rangaswamy, 2000).
For customers also to make a decision on a product to buy, they must undergo many cognitive and behavioral processes when making buying decisions. The above information is therefore very important in making different business decisions that are related to product development, packaging, pricing, distribution, promotion and communication (D'amico & Pecorino, 2014).
Consumer behavior is essential in comprehending external factors such as reference groups, family, social class, the way of life and their contribution to customer decision making. There are also some external factors which affect customers and they include culture, household structure and lifestyle. Internal /External Influences on Consumer Behavior on Coffee and Tea The conduct of consumers towards a product is always subjective since the consumer decision-making process is affected by different factors. The personal influence that has an impact on consumer decision making of coffee and tea is categorized into two namely internal influences and external influences. External Influences These influences are sometimes called social influences.
They include factors such as culture, social norms, subcultures, family roles, household structure and group of people that have an influence on buying decisions (Cerezo & Ato, 2013). All these factors that influence buying decision on Coffee and Tea vary from person to person which show that every person has factors that influence him or her to buy a given product in the market. When buying Coffee or Tea, every customer is affected by some external influences that comprise of our culture. Culture Personal values, attitudes, beliefs and opinion are natured by his culture.
This also has a contribution to the formation of attitudes directed towards a given product. Culture is also having the potential to gratify the emotional needs of customers and through this, they struggle to save their culture values from erosion. The reason to protect one's culture contributes a lot towards the purchasing behavior of customers (D'amico & Pecorino, 2014). Through these customers whose cultural values and belief do not conform to the product being sold will have negative attitudes towards the product hence may not buy it.
Some customers may not buy coffee because of some of their cultural beliefs that it contains caffeine. People’ s culture also is able to create the need of consumers and also support in the gratification of particular needs of customers. In the process, culture portrays the manner in which customers satisfy his needs that when diagnosed by marketers can help them serve customers in the most appropriate manner (Maciejovsky, 2012). When a coffee product is served in a way that matches with the cultural belief of a given group of customers, those selling coffee will have the potential of increasing coffee acceptance in the market.
The marketers must make an attempt to serve coffee of high quality and ensure that coffee is sold of different kinds in various regions according to the needs of the customers. For customers in business class, coffee should be served at premium prices in a cool place while youths should be served with coffee at sensible prices in a place where there is a lot of fun.
Marketers should first collect information about the cultural values of the target market (D'amico & Pecorino, 2014). This can be achieved by examining families, religious leaders and educational sectors. The culture and values of customers can be used to create messages and advertisement that can attract coffee customers.
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